1. to promote the concept & the importance of "Smokerhood" to the general public

2. provide thoughtful services & products to smokers. There are numberious functional products which could help smokers to manage their smoking habits, to bring less impacet to their homes & public environments. Smokerhood will bring up & produce those products to market, , as well as design new useful products for smokers to quit, manage & enjoy their smoking habit.

3. improve general public image of smokers. We will systemise as well as document a "Smokerhood manner" in different languages to educate smokers to normalise current negative & repulsive image of smokers. We will interview & study individuals who are, in comparasion to general public the healthier, good social status as well as long-life smokers in order to provides non-smoker references of alternative smoker's stories. At the same time we hope we could also provide a less stressful & a more respectable atmosphere for smokers who is on their way quitting smoking or for those who decide keeping their smoking habit.

4. provide education, resources to smokers to quit & or to control their smoking habit

5. rebuilt respect of general pulic as well as governments towards smokers & cigarette smoking

6. promote the concept of "Happy Healthy Smoker" in addition to "Happy Healthy Quiters"

7. valuate flexibilities, acceptance & respect of nonsmoker to smokers

"Less is cool" is not only a casual slogan. In recent years, the word "reduction" usually appears in newspapers, magazines and forums: body weight reduction, interest rate reduction, carbon emission reduction, electricity reduction, waste reduction, etc. "Smoking reduction" may also be an ideal solution for the contradictions and conflicts caused by the complicated interests relation between smoking, economy and health over the years.

Traditional Chinese intelligence tells us to act in moderation and to stop when it is enough. Acting in hurry is like pulling the plant hoping that it will grow fast, which is unfeasible. This intelligence is applicable for many complicated social situation including smoking and health problems. In contrast, the cold turkey way to quit smoking which is common in the western countries may cause a great impact on smokers' daily life as well as their physical and mental conditions. Such an extreme way may not be suitable for the Chinese. As a result, 70% Hong Kong smokers fails to quit smoking. Besides quitting by cold turkey, smokers may try another moderate and natural ways to quit smoking.

To quit smoking, one may starts with managing his smoking habit. It is more practical to spend more time on nurturing a habit of managing smoking. It is a way that is more relaxing, easier to get used to and more likely to succeed.

There has been widespread hearsay about effective ways to quit smoking. However, there is barely a book or information guiding us how to manage smoking or tell us the right attitude of smoking. Smokers are supposed to know this information.

This booklet is going to share with all smokers the concept of smoking management. The aim is that smokers
1. understand the essential health information,
2. understand the smoking ethics,
3. can be a responsible smoker, etc.

Less is cool. With such attitude you can quit smoking more relaxingly and easily but less stressfully.

To manage well is to be cool. It is not difficult at all to improve smoking management. For a healthy life, let's control smoking rather than being controlled by it. Be smart, quit smoking by smoking management.
"Smokerhood Less is Cool!!!!"