The ETS Issue - Language Exploratory

Bliley PM

The ETS Issue - Language Exploratory

Date: 18 May 1993
Length: 64 pages
2025381778-2025381841
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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, 2024137353, 2025381712 (see "Document Quotes" field for complete list of headings and subheadings).

User-Contributed Notes

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

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Page 1: 2025381778

DRAFT The ETS Issue Language Exploratory Young ~' Rubicam May 18, 1993

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Assignment DRAFT To develop a broad: range of credible and compelling • Messages • Language • Sound Bytes • "Voices" Which make more impactful/emo:tional connections 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 public/work places

Page 3: 2025381780

DRAFT Target Mindsets To help create the most effective messages, consumer attitudes about smoking and ETS were examined. This revealed: A diversity of consumer mindsets which communications must be designed to. address o, Key leverage points for different mindsets • - Implications for language and tonality

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Smoker Mindsets Strong Sense of Empowerment I Fractious Holdouts Angryand expressive about encroachments on their smoking rights Unwilling to make voluntary concessions Preaching not judged to be effective. Speak to them indirectly by speaking to other groups Social Considerates Enjoy smoking, but understand that it is socially correct to respect the rights ()f nonsmokers • 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 constra i ned by issue of smoking public. Take pride in their ability to control their smoking behavior • Enhance sense of empowerment as a smoker IWeak Sense of Empowerment Guilty Conceders Are guilty about smoking in l)ublic. tlavc capitulated t~ the rights of nonsmokers Feel like second-class citizens t'.'nhance perceptions of smokers as a group (and in turn, their own self-perceptions)

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Non-Smoker Mindsets Closed-Minded about Smoking Issue Opcn:Minded about Smoking Issue Anti-Smoking Militants Hold extreme views. Strongly favor further bans and restrictions • Organizers and potential zealots. Can't be persuaded to adopt more moderate attitudes/behavior Separatists • Favor bans and • restrictions • 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 Resigned Acceptors Have some issues with smoking, but accept it as a fact of life Have a strong respect for personal choice, and are more flexible toward smokers Reinforce reasons for current behavior Liberals Have greatest respect for the rights of others. Personal choice is a way of life l,east likely to voice objection~ Most likely to make adjustments themselves

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D~AFT Communications Objectives Reinforce Empower Inform

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Communication Strategies Accommodation Personal Rights EPA and Epidemiol:ogy

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DRAFT Note: GLOSSARY Some terms have been used in the written, work. appropriate for conversational use. I. KEY TERMS Others are more ETS/Second Hand Smoke/Passive Smoke Indirect smoke Incidental smoke Ambient smoke Non-Sm0kers 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

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GLOSSARY DRAFT II. EXPANDED TERMS Accommodation Cooperation Equal treatment Equal Provision We can work it out Mutual respect Anti Smoking Lobby and Activists HVE's:- Highly vocal extremists ASA's - Anti-smoking Alarmists Fright-Bytes: overblown conclusions: made 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 must exercise their right to smoke outside the building. Corporate MIA's: people who are missing in action while they go outside to smoke

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DRAFT Bans (Smoking) and restrictions (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

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