| What a masterclass in modern spin: 1: Take a problem, in this case tobacco consumption 2: Isolate a part of it, ideally a the part that is most visible and/or easiest to go after. As others have mentioned, Sweden has a large culture of non-smoked tobacco consumption 3: Define an easily achieved win condition, brand it as complete success. In this case "smoke-free" means under 1 in 20 Swedes smoke 4: Get your buddies in the press to publish breathless articles on your 'Incredible' milestone 5 (ideally optional): If anyone ever tries to hold you accountable, double down. |