A biomedical research expert who has attended to numerous patients suffering from smoking-related heart and lung conditions is now a leading advocate of tobacco harm reduction in Australia. “As a doctor I have led a somewhat privileged life. But my work has brought me into close contact with people who were homeless, others who were billionaires, and many who were in between. The overwhelming majority of people want to lead healthier lives but many lack the means to improve. To help people lead healthier lives, it’s critical to make healthy choices attractive, easy, affordable and enjoyable,” he says.