Tobacco Documents Online

- On February 22 a meeting was held at BBDO bergen RJ'R Legal (MC, F.J, ~) and Agency Legal and Management to discuss and refine - cow from tho February 10 meeting. J~ong o~her things It was agreed that the basic "disease" claim must be qualified and that ~ Surgeon General "Warnlng" label would be required in SOSAS ads. - On February 23 BBDO upc]ated Mr. R. Aurello of F~elman Xnc., regarding SOSAS creative. Agency Management presented its passive Im~oklng p3sition ..as weli as le al oo~ments from the February 22 meeting. Mr Aurelio also reiterated the confirming ~delman position that all their research to date showed that non-smoker health was Ere root of the overall SOSAS issue. BBDO pzovlded ~M. Aurello with specific scientlflc quotes to aid in an Edelman white paper on the subject. - On February 27 Agency Management (TD) reported the Aurello meeting %o Mr. Ron Sustana by letter. • - As a resultof these mee%Ings, subsequent conversatlons and ' spor~ence, it was dec~ded that BBDO should concentrate all creative o efforts on the passive ~oking ~ssue ~n antIclpatlon of Impendlng co~, ~esearch. • O O •

- -In February an A~verttsing Image St'u~y was con~luctecl by Peruzzi ar~ Walzer, urger the direction of BBDO, ~) gauge the perception of smokers as typified in cigarette advertising. It was foun~ that ~n general, people ~o not identify ~smokers wlth the positlve attributes they relate to their friends. However, smokers as portra).ed in a~vertts~ are more likely than "actual" smokers to be identified as frier~s. __March - On March 21 PJR r..~cjuest~ BBDO to re-consider "courtesy" as well as ~ =corporate p~oflt" approach a~d asked that work on these two areas be developed along with the basic p~ssive s~oking creative. At a March 28 meeting in NYC, SC presented rationale for re-examining ~ "courtesy" position. I~DO presented creative in the passive smoking, courtesy, a~d corporate profit areas. It was agreed to hold a ~rk session on April 5 to review how courtesy oould be integrated w~th the basic passive smoking advertising. Ad~itlonally CT asked BBDO %0 ~evelop SOSAS promotional ideas (e.g. carton stuffers). Based on the March 28 meeting, BBDO forwarded revised "Corporate Profit" and "Basic" a~s £o CT on March 31.

A work session was held on April 5 with CT at BBDO. New courtesy a~s ('Look Before You Light') w~re presented including ~all space ~s, outdoor, and POP examples. Additionally several examples .introducing courtesy into existing ads were presented, along with ulxlated promotional materials (booklets ar~ ~arton stuffer "d~mmtes'). ~ r~uested revised copy for the courtesy ad, additional-'t~0kiets addressed to the family (i.e. employees, salesmen, growers), an~ examples of current ads which included people. ~hese requests w~.re developed ard forwarded to CT in April; On April 11 Phase I of the Segmentation Study was approved. The Phase I objective was to identify ar~ evaluate .key population segments relevant to the tobacco industry. On Aprll 15 cor[espondenoe from W. McGulre confirmed that attitudes can be changed on social issues through only one presentation of a persuasive conmunication. This input supported the BBDO research design for testing S0SAS ads. On April 27 W. Shinn approved using "Health Bazard" in the basic This ad (the California ad) would be tested along with the basic =diseaso" ad and courtesy ad. 0 0

-14- • ~ - On May 2, Edelman Inc. issued its rationale fo~ _not forming a S~okers' Alliance, T~e pcimary ~eason was that people consideE tl~ "right to smoke" argument as weak. - On May 16 a revised "California" (health hazard) ad was forwarded - On }~y 25 BBDO forwarded a stmmlary of secondary sources identifying problems and opportunities in countering t~e alleged health costs. arK] p~oductivity..losses related to smoking. - ]~esults were received in May frcm the Roper Study sponsored by • the Tobacco Institute• The study conflrmad the Importance of the passive smoking issue (2/3 non-.smokers, i/2 smokers believe) ar~ the r~ed for developing m%d publicizing medical evidence to the contrary. Additionally there appeared to be growing acceptance of more government involvement in the regulation of ~,oking. - ~>cus groups were conducted in May as a preliminary phase .of the • ~arger Segmentation .Study• ~ne purpose was to Identlfy possible , population segment~, against whi6h to target future S0~AS efforts. l~o new information %as obtained as the research could not identify any special group sympathetic to tobacco Ir~ustry positions. o O o •

• Oon.._.~e - l~esulks ~re received in June from the BBDO conducted oo1~/ research of 3 ads designed to shi[t public attitudes toward smoking issues. ~ne more direc~ passive s~oking ad ("Basic Disease ~") cause~ large positive attitude shifts in the general population ard direo- tlonally positive shifts amon~ opinion leaders. =Courtesy" had ~Ittle effect in shlftlrg attitude. I - A second tracking of attitudes toward the proposed CallfoCnla s~oking restriction was conducted by V. L. Tarranoe in June. Attitudes were still positive towards the restriction with the major issue beirg l~asslve s~oklrg..- Focus groups ~re also oonducted in California to determine attitudes t~ward the "Clean Indoor Air Act." There was no general interest in ~ act amorg s~okers or non-smokers, with most respondents regarding ~ act as nonsensical. - In June BBD0 supplie~ representative media plans of a t~Ical e|garette brand along with a prototypical plan of an. advertiser ~argettlng specifically at the teenage market. ~ne ~urpose was to refute alle~atlons that the |r~]ustry was targettlrg its marketirg efforts against youth toy in£1uence an early smoking ~]eclsion. ~ne t~ sutmitted plans were signiflcantly dissimilar. 0 . 0

- Xn June BBDO supplied the sources cited by HEW as the basis for Mr. Califano's estimated costs of business productivity loss and increased medical expenses caused by smoking. - On ~une 20, a review of S0~AS research to date was corx~ucted 'W/S with ~P, DO, S:, Mr, t'T, I~ as well as BBD0 research personnel. - On ~une 28, PJR MRD suggested proceeding ~ Phase II of t~e Segnentation Study. - On Oune 29, W. Mcguire reported that he had reviewed the results of the attitude shift research of the three SOSAS ads tested. W. McGuire agreed that the methodology worked well and with the conclusion that the two "passive smoking" ads had sizeable attitude shifts while the "coortesy= ad was not particularly successful..|~ ... ...... - On 3uly 17 Agency Management (TD) addressed the Tobacco Institute ar~ presented BBDO's position on why passive ~m%oklng was the key • SC6AS issue over Ii other viable directions. Additionally TD reiterated why the specific ads should be straight forward and "non-sl ick." ..

-17- • - On July 27 it ~s doctded by C~ and HRD to discontinue furtho¢ york on the Se~nentation Study since the expected valu~ of Phase ~! ~nfo~ation ~as not considered co~nensurate~ with its ~ost, - In July BBD0 developed three alternative SOSAS media plans at (~Ifferent budget levels with each targeted against adults involved in any public activity (e.g. voted, etc.). August - Results were received in August from the attitude shift research regarding the "Businessman" a~. Research results were dlrectlonaily. positive, but no~. significant. - On August 18, the Tobacco Institute instructed BBDO tO release the .. "Basic Disease" ed to Intermedia for the purpose of testing Jt ~nder "real world" conditions. ~he ad was run In newspapers In El Paso, Tex., and Madison, Wisc. for a one month period (2 inser- t|ons per woek}. Results w~_re inconclusive since the ad only ran o~o month and generated only 7% awareness. • - .On August 9, at Dr. Colby's request, I~3DO forwarded a review of • seoondary sources and studles r.elatlrg to t~e effect of cigarette , advertising in creating brand switching versus category expansion. O

. - A third trackin9 oE the propose~ California restriction ~ras coc,~ucted In August. Attitudes were still positive towards the restriction, ~ attitude .was amenable to change if meaningful argtments against the restriction could be co, municate<]. Additlonally It appeared that passive s~oklng as an issue can change attitude, but still may pot change behavior {i.e. voting Intentlon). ,September- In September 1978 a Tobacco Forth was held by several Southeastern Congressmen to provide public doctmentatlcn of passive smoking medical facts. The pres.s generally downplayed the Fort~ and its expert testimony "due to the fact that family legislators were (x)nductlng the procedure. - In Scpte,T~r P~DDO supplled a correlation analysis between deflated cigarette advertising expenditures and per capita cigarette const~ptlon (~er the last twenty years• ~he purpose of the analysis was to refute allegations that c|garette advertising increased consumption as opposed to the ~ndustry's contention that advertising was intended to differentlat~ -.. .amorg brands. The analysis showed virtually r~o correlation between . advertising and oonst~ptlon.

• ~Octobe_[ - At a meeting on October 3 it was reaffimed to discontinue the Segmentation Study. Information. still desired from the Study ~ Public Affairs will be gathered by more speclf~ research (~eslgns. In early October, results of attitudinal research conducted by Civic Service among the =family~ were presented. Basically R3R employees do not differ significantly from the general population regarding attitude towards SOSAS issues. However it was decided to t~dertak~ an educational effort among PJR employees.