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 2024137219, 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
- Keyword
- 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
- Workplace smoking
- 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: 2024137353
DRAFT
The ETS Issue
Language Explorato~
Young ~Rubicam
May 18, 1993:
Page 2: 2024137354
Assignment
DRA,FT
To develop a broad range of credible:
and compelling
Messages
°, La~nguage
• , Sound Bytes
°, "Voices!"
Which ma~ke more impactfial/emotional
co:nnections with the attitudinally
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
Humanize smokers and
bolster their self-esteem
Help forestall further smoking
bans and restrictions in
publiic/work places
Page 3: 2024137355
DR,AFT
Target Mindsets
To help create the most effective messages,.
consumer attitudes about smoking: and ETS
were examined. This revealed:
• .. A diversity of consumer mindsets whi~ch.
communications, must be designed! to
ad,dress
o,, Key lleverage points for different mindsets
Implications for language, and tonality
Page 4: 2024137356
Smoker Mindsets
Strong Sense of
Empowerment [
Fractious
Holdouts
¢
• Angry and
expressive about
encroachments on
their smoking
rights
Social
Considerates
• Unwilling to make
voluntary
concessions
Enjoy smoking, but
understand that it is
socially correct to
respect the rights of
nonsmokers
• preaching not
judged to be
e,ffective. Spea,k ~to
.t~hem !ndi.rect~y ~y
speaking to other
groups
• Make concessions,
but only 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
• Enhance sense of ]
empowerment as a
smoker
Weak Sense of
RmPOWe~ent
Guilty
Conceders
• Are guilty about
smoking in public.
Have capitulated to
the rights of
nonsmokers
• Feel like
second-class
citizens
Enhance
perceptions of
smokers as a group
(and in turn, their'
own
self-perceptions)
Page 5: 2024137357
Non-Smoker Mindsets
Closed-Minded
'about•
Smoking Issue
Anti-Smoking
Mllff~ini~'~
Hold extreme
views; Strongly
favor further bans
and restrictions
Separatists
• Favor bans and
restrictions
• Organ!ze,rs an.d
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 doubts that
bans and
restrictions are ,the
best ways to handle
the secondhand
smoke issue
Open-Minded
about .
Smoking Issue
Resigned
Acceptors
Have some issues
with ~moking, but
accept it as a fact of
life
• Have a strong
respect for personal
choice, and are
more flexible
toward smokers
Liberals
Have greatest
respect for the
rights of others.
Personal choice is a
way of life
Least likely to voice
objection, Most
likely to make
adjustments
themselves
Reinforce reasons
for current
behavior
Page 6: 2024137358
DRAFT
C " " Obj "
ommumcaUons ectives
Reinforce
Empower
I!nform
Page 7: 2024137359
~A, FT
Commu~cation Strategies
Accommodati, on
Personal Rights,
EPA a~nd E, pidemiolo~
Page 8: 2024137360
DRAFT
GLO'SSARY
Note: Some termshave been used in the writtenwork, Others aremore
appropriate for conversational use.
ETS/Secondl Hand Smoke/Passive ~;m0ke
Indirect smoke
Incidental smoke
A'mbient smoke
Non.Smoker~
People who don "t smoke
People who choose not to smoke
Smokers
People who smoke
People who enjoy tobacco,
People who choose to smoke
People Who Smoke
Accommodating
Considerate'
Page 9: 2024137361
GLOSSARY
OR.AFT
H. EXPANDED TERMS
Accommodation
Cooperation
Equ,al freatment
Equal Provision
Wecan work it out
Mutual respect
Anti Smoking Lobby and Activists
HVE" s- Highly vocal extremists
ASA's- Anti-smoking Alarmists
Fright-Bytes: overblown concl~usions :
rnade expressly for the media
Bans (Smoking) and restrictions
The New Prohibition
Exclusionary remedies
Reactionary legislation
"Knee-jerk" legislation.
On.site absentees: people who come -
to: work, but m ust exercise ' their
right to smoke outside
the building,
Corporate MIA's: people who are
missing in action while theygo outside to smoke
Page 10: 2024137362
DRAFT
Bans (Smoking)an~d restriction8 (Cont'd)
Corporate Stoops: places: in:front
of buildings: where people go
in order to: smoke~
Excise Tax on Cigarettes or "Sin Taxes.
Punitive taxes
Regressive taxes
Biased, taxes
Inequitable taxes
Self righteous: taxes
Tax Abuse
Opportunistic taxes
"Personal"taxes
End-justifies-the-means-regulation
Politicized regulation
Politicized bureaucracy
Hidden objectives
