Abstract
Comprises packet of materials assembled under assignment "[t]o develop a broad range of credible and compelling: messages; language; sound bytes; [and] voices" with goals to "moderate attitudes and public opinion about ETS [Environmental tobacco smoke: To the extent possible put ETS/EPA [Environmental Protection Agency] in proper persective; [and] Humanize smokers and bolster their self-esteem; Help forestall further smoking bans and restrictions; in public/work places". Includes sections: "Assignment; Target mindsets; Communications objectives; Communication strategies; Voices of reason; Let's work it out; EPA [Environmental Protection Agency]; [and] Epidemiology". Includes extensive editing and commentary in marginalia. Relates to Bates 2024137353, 2025381712, 2025381778 (see "Document Quotes" field for complete list of headings and subheadings).
Fields
- Quotes
Includes sections: "Assignment; Target mindsets (Smoker mindsets; [and] Nonsmoker mindsets); Communications objectives; Communication strategies (Glossary; [and] Potential umbrella themes); Accommodation (Potential umbrella themes; Accommodation/In perspective {Prohibition seemed like a good idea at the time; When it comes to smoking, is Big Brother really the answer?; Good guys and bad guys; [and] Do you have to be a nonsmoker to be a good person?}); Voices of reason (The most unusual cigarette smoker in the whole dam [sic] business; Marriage and cigarettes; She breaks for animals and cigarettes; He'll roll down the window if you turn down the music; On my time, I call the shots; Profile of a 90's smoker; Let's work it out (A burning question; Tobacco roots; Another Tea Party?; The new Prohibition; Big Brother the babysitter?; Does regulation discourage reasonable behavior?; Who's blowing more smoke?; Will productivity go up in smoke?; Should we lighten up about smoking?; A voice of reason; Do smokers want too much?; [and] What is your IAQ [Indoor air quality]?); EPA [Environmental Protection Agency] (Another EPA 'scare du jour'; Elvis lives!; The government is often wrong and Americans know it; Scientific accuracy or 'political science'?; The EPA is hazardous to honest scientific inquiry; [and] All the air we breathe is second-hand); [and] Epidemiology (Epidemiology - Glossary of key terms; Epidemiology - The ABCs; Epidemiology and the public's need for standards; The perils of epidemiology and political polling; [and] Kumquats, lies and epidemiology)".
- Type
- Advertising copy
- Draft material
- Informational packet
- Position statement
- Author (Organization)
- Young & Rubicam
- Named Person
- Blanchard, S.
- Brennan, B.
- Bush, G. Pres.
- Clinton, W. Pres.
- Davis, D.
- Dobbins, J.
- Feinstein, A.
- Fowler, H.
- Gluck, M.
- Gori, Gio Batta, Ph.D. (Tobacco Consultant, formerly w/ NCI, Industry Expert)
1993 Started career at NCI and then went to work for the industry. Believed a safer cigarette could be made, and that there were safe threshold levels for exposure to the chemicals in cigarette smoke.
- Mills, B.
- Oggia, B.
- Presley, E.
- Tucker, W.R. Rep.
- Twain, M.
- Warhol, A.
- Named Organization
- Environmental Protection Agency
- EPA
- Muzack
- National Academy of Sciences
- National Cancer Institute
- National Cancer Institute NCI
Division of Cancer Prevention and Control, National Cancer Institute located in Rockville, MD
- The National Review
- Yale Medical School
- American Journal of Public Health
- Operation/Project
- Accommodation/preemption
- Keyword
- Workplace smoking
- Alar
- Anti-smoking alarmists
- ASAs
- Behavioral factors
- Carcinogens
- Confounding factors
- Dietary factors
- Environmental tobacco smoke
- ETS
- Familial history
- Highly vocal extremists
- HVEs
- Legionnaires' Disease
- Malaria
- Personal choice
- Polio
- Radon
- Risk assessment
- Smallpox
- Smoking bans
- Typhoid
- Subject
- asbestos
- epidemiology
- Federal level
- Government agencies
- industry response
- industry sponsored research
- legislation
- mass media
- Nonsmokers
- public relations
- Research studies
- secondhand smoke
- accommodation
Document Images
Page 1: 2024137219
DRAFT
The, ETS Issue:
Language Exploratory
Young ~ Rub:icam
May 18, 199:3,
Page 2: 2024137220
.. As.signment
DR,AFT
To dievelop a broad range of credible
and compelling
• Messages
• Language
Sound,Bytes
"Voices"
Which make more impactful/emotional
connections with the attimdinally
diverse segments of smokers and
nonsmokers in order to:
Moderate attitudes and public
opinion about ETS; to, the
extent possible put ETS/EPA
in: proper perspective
• Human~e smokers and
bolster their self-esteem
• Help,forestaI1 further smoking
bans': andi restrictions in,
public/work places
Page 3: 2024137221
DRAFT
Target Mindsets
To help: create the most effective messages,
consumer a,ttitudes about smoking and ETS
were:examinedi. This revealed:
A diversi~ of consumer minclsets,which
communications must be designed to,
address
• ,, Key 1,everage points for different mindsets
• :- Implicatio:ns~ for language and tonality
Page 4: 2024137222
Smoker Mindsets
Strong Sense of
Empowerment
Fractious
Holdouts
• Angry and
expressive about
cncroachments on
their smoking
rights
Unwilling to make
volunta~
concessions
Preaching not
judged to be
effective. Speak to
tllem indirectly by
speaking to other
groups
Social
Considerates
• Enjoy smoking, but
understand that it is
socially correct to
respect the rights of
nonsmokers
•Makc concessions,
but 0nly up to a
point
• Reinforce Current
Behavior
Self
Adjusteds
Regulate
themselves. Wait
for signals that say
it's ok to smoke
Feel constrained by
issue of smoking
public. Take pride
in their ability to
control their
smoking behavior
.l
Enhance sense of
empowerment as a
smoker
Weak Sense of
Empowerment
Guilty,
Conceders
Are guilty
smoking in public.
tlave capittdate(l
the rights ()f
nonsm()kers
• Feel like
second:class
citizens
• l'.'nha nee
pci'CCpt.{b!!s of :
smokeri~ as a group
(and in turn, their
own
self-perceptions)
Page 5: 2024137223
Non-Smoker Mindsets
Closed.Minded
about
Smoking Issue
Anti-Smoking
Militants
Hold extreme
views. Strongly
favor further bans
and restrictions
Separatists
• Favor bans and
restrictions
• Organizers and
potential zealots.
Can't be persuaded
to adopt more
moderate
attitudes/behavior
• Acknowledge
rights of smokers,
and view separate
accommodations as
a reasonable way to
handle the issue
Raise doul)ts that
ba ns and
restrictions are the
best ways to handle
the secondhand
smoke issue
Resigned
Accepters
i-lavc s()mC issues
witl~ smoking, but
accept it as a fact of
life
• Have a strong
respect for personal
choice, and are
more flexible
toward smokers
Open.Minded
about.
Smoking Issue
Liberals
i lave greatest
respect R)r the
rights of others.
Personal choice is a
way of life
l,east likely t() voice
ol)jection. Most
likely t<) make
adjustments
themselves
Reinforce reasons
for current
behavior
Page 6: 2024137224
DRAFT
Communications Objectives
Reinforce
Empower
Inform,
Page 7: 2024137225
Communication Strategies
Accommodation
Personal Rights
EPA a~nd Epidemiology
Page 8: 2024137226
Note:
GLOSSARY
Some termshave been, used in the written work:
appropriate for conversational' use,
Others aremore
ETS/Se¢ond Hand Smok?/Passive ~;moke
Indirect sm,oke
~ncidental smoke
Ambient smoke
Non-Smokers
People who don't smoke:
People zoh, o choose not to smoke
Smokers
People who smoke
People who enjoy tobacco
People who choose to: smoke
Peovle Who Smoke
Accommodating
Considerate
Page 9: 2024137227
GLOSSARY
DRAFT
II. EXPANDED TERMS
Accommodation~
Cooperation
Equal, treatment
Equ a I Provision
We can work it out
Mutual respect
Anti Smoking Lobby and Activists,
ME's-Highly vocal extremists
ASA's- Anti,smoking A,larmists
Fright-Bytes:, overbloum concl;usions
made expressly for the media
Bans (Smoking) andl restri, ctions
The New Prohibition
Exclusionary remedies
Reactionary legislation
"Knee-jerk" legislation
On-site absentees: people who come-
to. work, but must exercise their'
right to. smoke outside
the building.
Corporate MIA " s: people who:are
missing in actionwhile they~ go: outside to smoke
Page 10: 2024137228
DRAFT
Bans (Smokin~g) and. restriction.8 ((~ont, d).
Corporate Stoops: places in fro~.t.: .
of buildings where people go
in order ~o smoke:
Excise Ta.x on Cigarettes or:"Sin Taxes"
Punitive taxes
Regressive taxes:
Biased. taxes
Inequitable taxes
Self righteous taxes
Tax Abuse
Opportunistic taxes
"Personali" taxes
EPA A~en~da
End-justifies-the.means.regulation
Politicized: regulation
Politicized: bureaucracy
Hidden objectives
