Tobacco Documents Online

M 1 . S.u . , ~:y .. , • ... ~ ~, De a S~ aS Setu=tOZ Claa, ~You may recall our conversation at the time of the recent Pbtllp Morzli Annual Meeting tn Richmond and your lnvltatton that I dzop you a»ote oti' m_y thoughts eooceraing aome d the problems of the tobacco lnduatzyr.~r,'~; r;~ = 'lt a :,.. L C think we Dave~epent too much time and energy being "aegatlvp"•oa the a publtc undrrtntning oi •iub1ett o4 atr~okla and health r , g .; ~ o.v~% ~te'M rr.A"e we,r nnlv rhw err,.a nf hfe InAu.rrv hua 0ae the erna . ef httne If . ~ •'.w.iw.. "a:wwLdww In. •.1.w nn^a Pd .1.& rwh.1"la" i•i%'OfP• U..~t1.• ~~r~t':!~`~Aa~erlcaa Cancer Soclety. Araertcan Heut Aieoelatlon;"ete..! Ous medlul:' ~~ ......~_ ~"Aw ~;3 zeseucD eupport eftoru througfi C.T.R. and A,M.A. have beeo coniuata,g iad coatzadtctory In the public eye because we bave oc the oee band pro• elalmed these endeavors to be aimed at "finding the tsvtA'about smoking , ~ and bealtA" and at the same time dented the exletence oi a problern." . •• `~ I am, therefore, advoculn,g emphasis oa the poaltlve•Mpecta oi amoktnj ' ' s unquetlonably p.ych• er anduans Smoking is_ .. both ta raeach ln tabltc reltto: i~.~ :-oloYlcally and phyaloloqtcally gzatUying (and therefore beneSlcla]) to the aorltv of smokers. We could do much more zeaearcb ofl tbe [Lticholojt{u1 ind aoclologlcal aapecia oi smoking. With a better vnderatanding of the ~IMP- rDublle we could etreaa theie In ou zatlftcatlond ueociated wtth •mokin •~~ , g .,. g detense of tAe lnduitry. I feel coatlderat many amokera, our be•st publtc aupportera; avill sesporid moat favorably to evidence that they have JuuttflaDle peycbologlcal reasons for srnoktng. •. . ~ : . . ~" - f•My only other feeling along this line ta that our Industry could develop a more ^' ' '= Yblbl b kha l ll '`ravorae pulc Impression by letting ltenown ttt, supporting qute ~ .`- ~''~ bit ol unrptrlcte•d medtcal reseazch aa •a ro bono Ilco geature. nla, la my oplnlon, la actually the cue with about our .. R. aad 1.. M. A. expendlt3zee (maybe aot intentlonally, but much oi the giant work Aa.a little :,• 100181'~7 r,, . ~~ . ~. :l•• :. .. pt.AINTIFF S EXHIBIT 38 ~ , • • -W,_ i.r• TLti. t i i i 028444

1 !,y~t~rtYLretItJNWtrr. l~•:• fnr the realonable publlc Dealtb advocatea aod the reallatic vOicef lo tbe `.L"threihold" level, then there may be a mutul.ly aYreeable meectn~ ~rouad : 4 ~e may De able to emphaalze tTsebeceSita of amoklng MItL'ouE talkiiigabout `W the rtib lmpiled by the atattetics. But we ahould be prepared to admtt poaelbUlty of aome rlsk by being able at the same ttme to emphulze that beneilts accompany the rlsk u they do ta tnany other Durnan ..•+.~ . • puzeulu. q~ `. A1so, we should be wtl.tl to counsel tnod=ratloo. ' if Dr. Paul Kotto u elocere to bia atatemees that even with amoktn; there Is aome eafe ;• . May 26, 1970 ar oo ralrva~ce to iruoking and Dealth; 1n my op(nton). Why not capitalize 'oo this faet by putting our contrlbutioca In this 1 lg2st Instead of advertising S~ them as a eetflahly orsected propun "to Qe.t at the truth about smoking bealth"1 ~ 'Nobody believes we are listerevted lo the truth on this subject; ud the fact that a multlbtlllon dollar Industry has put up 30 mllllon'dollars'for this over '" '-a ten- ar period eanaot be Impres.ive to a public wblca at the same time ` , la to we apeod upwards of 300 mllltoo dollars In one yeas oo adverttalng. '-" •. e. r- . a .r.v. • . t~ ..r• ,. .r .1. - WItDbeet personal regarda. . / Sincerely yours, ~. . . .' ....: - H. Wakeham, Vice President -'..; ; Corporate Research and Developc:ent ',; :: • %I. i•'^ CTR HIN 02844EJ