Bloomberg/Gates: The Anti-Tobacco Dream Team

In a joint effort, New York Mayor Michael BloombergMichael Bloomberg and Microsoft founder Bill GatesBill Gates report that one billion people could die this century from smoking-related illnesses and have announced a collaborative campaign to combat smoking globally. Together they have pledged $500 million in the next five years to spread the message, particularly to the developing world.

Noting a decline of tobacco use in more developed world, owed in part to smoking bans in public places such as New York City-which Bloomberg notes has been highly beneficial for its economy- as well as London and Dublin, the billionaire philanthropists aim to target the recent proliferation of tobacco in Asia and Africa with a public information campaign warning of its dangers. Bloomberg tells reporters "If you want to convince people to change, you have to convince them that it's in their best interest."

In addition to spreading public information, the two aim to help governments in policy making to discourage smoking, such as implementing taxing methods and advertising bans.

The two face a population of more than 1 billion smokers worldwide as well as a booming tobacco market prepared to combat any negative information with enhanced marketing at any cost.