Infotab Ets Project the Overall Plan

Anne Landman's Collection

Infotab Ets Project the Overall Plan

Date: 12 Mar 1987
Length: 14 pages
2022934011-4024
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Abstract

This document was produced for INFOTAB, an international tobacco industry group. INFOTAB was formerly known as ICOSI (the International Committee on Smoking Issues) and was made up of the major tobacco companies (and their associated trade organizations) worldwide. INFOTAB was created in response to the initial World Conferences on Tobacco or Health. The first World Conference was held in 1967. By the third World Conference in 1975, the industry observed greatly increased coordination and sharing of anti-tobacco strategies and information among public health groups worldwide. It perceived that it lacked similar coordination among tobacco companies to fight the increasing public health threats being posed, and formed INFOTAB.

According to documents, the goals of INFOTAB were to establish an "early warning" system for anti-smoking initiatives worldwide, to "track activities of pressure groups and international consumer unions" and "to take industry programs to the grass roots and municipal levels" to help the industry to prevail over public health. http://www.pmdocs.com/getallimg.asp'DOCID=2501029902/9918

Today's document is an ETS action plan prepared for INFOTAB.

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From Page 5 of the document:

1. BACKGROUND

The Anti-smoking industry has developed the ETS issue into a major threat. The tobacco industry has so far failed to match that threat with an equally strong communication of alternative points of view.

There can be no doubt that our industry urgently needs to respond to this threat in more effective ways. We have so far failed to mount a co-ordinated international campaign --partly, no doubt, because the issue is perceived differently in different parts of the world. However, the anti-smoking industry will, as previous experience has shown, certainly attempt to make ETS an important issue in all areas and Infotab has recognized that a co-ordinated, international action plan must be produced as a matter of first priority...

2. CAMPAIGN STRATEGY

It is the aim of the anti-smoking lobby to manipulate attitudes and to harden them against public smoking. IN particular, they have promoted three powerfully emotive opinions:

a) The opinion that other people's smoke may be harmful...

b) The opinion that children, in particular, may be harmed. This is especially potent and emotive.

c) The opinion that public smokers are social pariahs deserving neither sympathy nor considerations, and the right to clean air whould override the right to be free of smoke.

These opinions are fostered in ways which suggest that a scientific basis for believing them exists. This is arguable, but emotion and opinion cannot be effectively countered simply with reasoned, objective argument. Our problem is essentially one of emotion and attitudes and it is thus in the arena of public affairs that the battle must be fought - supported, of course, by scientific and medical evidence...

...STRATEGY OBJECTIVES

Objective 1: To maintain doubt on the scientific front about the effects of ETS by providing up-to-date scientifically respectable reviews of research findings from inside and outside the industry.

Objective 2: To position ETS as just one (and a very minor) factor in a complex atmosphereic mix which also includes petrol/diesel fumes, dust, bacteria, particles of dead skin...solids of all kinds, pollen, and in industrial situations an enormous variety of chemical fumes and substances.

Objective 3: To position the super-sensitive and vocal supporters of controls as an unrepresentative minority within a largely tolerant public -- a minority whose interests deserve care and consideration but should not be allowed to impose regulation upon the majority.

Objective 4: To promote the view that tolerance, courtesy and consideration are fundamental to civilised social life and that one cannot legislate to eliminate mutual irritation and annoyance.

...Messages to be communicated to each target audience:

General Public: Scientific doubt, tolerance, minority of objectors, curtailment of freedom.

Opinion-leading individuals: The above, plus insignificance of ETS in general atmosphere and scientific update on effects (especially to medical community).

National and Local government policiticians: Generally tolerant attitude of public. Dislike of unnecessary curtailment of freedoms. Impracticality of framing workable regulations. Scientific doubt.

The Press: General worldwide public attitudes and opinions. Positive attitude of tobacco industry. Minority status of single-isse and super-sensitive groups. Scientific doubt.

Businesses: Public attitudes. Likely effects on business of statutory controls. Sensible ways to dealt with the issue in relation to particular questions especially:

- Public smoking and airlines --Public smoking and the workplace - Public smoking in restaurants, hotels and public places of entertainment.

Trade Unions: Unpopularity of statutory and management controls. General attitudes among workers (white and blue). Insignificance of public smoking in relation to other aspects of environmental pollution...

Company

Philip Morris Cos., Inc.

Author

83 Marylebone HIgh Street

Edelman, Daniel J. Ltd.

London, W1M 3DE

Recipient

Philip Morris (presumed, since it it on their site)

Region

Global

United Kingdom

Litigation

Stmn/Produced

Type

Rept, Report, Other

Subject

industry response

Industry Strategies

mass media

Medical Literature

secondhand smoke

strategy

ETS

Document Images

Page 1: cjj24e00

00051/4 INFOTAB ETS-PROJEET The overall plan Prepared by: Daniel J Edelman,Lt& 83 Marylebone H'igh,Street London W1M 3DE . 12 March 1987

Page 2: cjj24e00

- 2 - INFOTAB----ETS-PROJEeT INTRODUCTION ,This paper suggests a positive industry stance and outlines a practical implementation plan for managing the ETS issue. It will form the basis of a programme of work culminating in a public affairs Action Pack available for October. The actual contents of the pack will be produced and refined throughout the intervening period, with consultation at the various , meetings scheduled for the Spring and Summer. This will allow us to refine the campaign content in the light of NMA and other contributions. The key dates are: Latin American NMAs Rome 11 & 12 March Nordic industry Stockholm 16-1'8 March Industry scientist symposium Washington 18 March Asia/Pacific NMAs 13 & 14 April Scientific meeting on ETS (not solely industry) Japan September Infotab International NMA workshop 13 & 15 October WCSH Tokyo 9-12/13 November Africa NMAs w/c 16 November ETS experts Australia and Hong Kong March - April ETS & Health Aspects of Public Smoking Seminar 19-21 June

Page 3: cjj24e00

- 3 - SIIMIIMARY -OP - THiS PROPOSAL 1. BACKGROUND Page 4 inforinat ion resources internationalisation 2. EAMPAiGN-STRATEGY 5 Backgroun&to strategic thinking The-indastry-Stance 6 - entirely accurate - concerned and responsible - constructive and informative - founded in reason, tolerance and courtesy Strategy-0bjectives - maintain doubt on the scientific front 7 - position ETS as one of many atmospheric contaminants - position anti-smokers as a vocal, unrepresentative minority - promote tolerance, consideration as preferable to regulation.

Page 4: cjj24e00

Page eandidate-Target-Audiences - The general public - opinion-leading individuals - the media - national and local government and politicians - business - trade unions - special interest groups 8 3. THE-AUTi0N-P1.AN 9 Slide-Presentation-Kit The-Eampaign-Kit campaign handbook i) Messages/information to be communicated to each target audience ii) Samples of materials for use in local action plan iii) Target audiences and how to address each International Source Material 12 i) Update of the medical d'ebate on passive smoking ii) Review of ETS as a constituent of the atmosphere iii) Information on current public attitudes to smoking in public 4. NEXT- S3'EPS 13 research reviews development work

Page 5: cjj24e00

5 1. BACKGROUND The anti-smoking industry has developed the ETS issue into a major threat. The tobacco industry has so far failed to match that threat withh an equally strong communication of alternative points of view. There can be no doubt that our industry urgently needs to respond to this threat in more effective ways. We have so far failed to mount a co-ordinated international campaign - partly, no doubt, because the issue is Oerceived differently in different parts of the world. However, the anti-smoking industry will, as previous experience has shown, certainly attempt to make ETS an important issue in all areas and Infotab has recognised that a co-ordinated, international action plan must be produced as a matter of the first priority. The action plan has three basic'aims: To provide NMAs with up-to-date and authoritative scientific information base&on scientifically-sound research. b) To provide a specific plan on how to use the scientific data. c) To provide a resource consisting of guidance, arguments and sample materials to help NMAs to create their own campaigns in ways appropriate to local conditions. The common resource will enable the industry to speak with a properly co-ordinated international voice. NMAs will rightly believe that they know their own territory best, but we aim to help create an international campaign founded in a common strategy which is also effective locally. This is, we believe, the only way to counter the international activities of the anti-smoking industry.

Page 6: cjj24e00

- 6 - 2. EAMPAIGN-STRATEGY It is the aim of the anti-smoking lobby to manipulate attitudes and to harden them against public smoking. In particular, they have promoted three powerfully emotive opinions: a) The opinion that other people's smoke may be harmful. The negative image of smokers as callous, uncaring people doing damage to innocent ,,others is very powerful. b) The opinion that children, in particular, may be harmed. This is especially potent and':emotive. c) The opinion that public smokers are social pariahs deserving neither sympathy nor consideration, and the the right to clean air should override the right to be free to smoke. These opinions are fostered in ways which suggest that a scientific basis for believing them exists. This is arguable, but emotion and opinion cannot be effectively countered simply with reasone&, objective argument. Our problem is essentially one of emotion and attitudes and it is thus in the arena of public affairs that the main battle must be fought - supported, of course, by scientific and medical evidence. Local efforts must be tailored to the local climate of opinion. For example, it may not always be desirable to mount a strong, visible campaign in countries where the issue has not yet become a matter of great public interest. However, in such countries preparatory work will need to be done in the opinion-leading areas of government, medical opinion and the press, to forestall as far as possible the general public acceptance of the opinions identified above.

Page 7: cjj24e00

- 7 - Tbe-Indnstry-Stance The aim is to position the industry as an information source and to create a stance which is pro-active, confident and in harmony as far as possible with broad public opinion. Our basic position should be that an issue exists which deserves careful consideration of a sensible kind and that some non-smokers find public smoke to be genuinely distasteful. However, there is no basis for staiutory controls or restrictions. In particular, our stance should: be-entirely-accurate, using only complete and legally acceptable information. be-concerned-and-responsible, yet firm on the underlying fact that there-are no proven harmful consequences of ETS for non-smokers. (Hence, we have favoured the term 'Public Smoking' rather that 'Passive Smoking' which is, on the evidence, a non-phenomenon.) It also follows that there is no-case for statutory public smoking controls. o.ffer-constructive-gnidance and-information to those involved in or affected by the debate, from governments and public authorities to the medical fraternity and managements of businesses of all sizes. - be fonnded'-in-reason;-tolerance;-and-coartesy in contrast to the highly emotive treatment which the issue has received so far.

Page 8: cjj24e00

8 Strategy Objectives Objective-I To maintain doubt on the scientific front about the effects of ETS by providing up-to-date and scientifically respectable reviews of research findings from inside and outside the industry. Objective-3 To position ETS as just one (and a very minor) factor in a complex atmospheric mix which also includes petrol/diesel fumes, dust, bac;teria, particles of dead skin, (particularly in air conditioned env'ironments), solids of all kinds, pollen, and in industrial situations an enormous variety of chemical fumes and substances. Objective-3 To position the super-sensitive and vocal supporters of controls as an unrepresentative minority within a largely tolerant public - a minority whose interests deserve care and consideration but should not be allowedo to impose regulation upon the majority. Objective-4 To promote the view that tolerance, courtesy and consideration are fundamental to civilised social life and that one cannot legislate to eliminate mutual irritation and annoyance. These objectives are presented in order of decreasing priority; there will, however, be differences in relative importance from country to country depending on the analysis of attitudes of local target audiences.

Page 9: cjj24e00

- 9 - eandidate-Target-Andiences Each country will need to set its own priorities in the light of the local situation. The following are the broad categories of audiences to be considered. The general public `,Opinionrleading individuals: the medical community, also prominent figures in sport, entertainment, broadcasting. Industrialists and business leaders. The media: general,:trade and specialist. National and local government and politicians (or appropriate national bodies): in,relation to cinemas, theatres, public leisure facilities. Businesses: restaurants, private and Government offices and workplaces, private travel and leisure operators (especially airlines), hotels and'~shops. Trade unions Special interest groups (such as industry employees or smokers themselves).

Page 10: cjj24e00

- 10 - 3. T'HS - AETION - PF.AN The immediate priority is to provide the NMAs with guidance, information and arguments to help prepare their own campaigns. Slide-Presentation-Kit It is essential that the industry has a clear idea of what Infotab is planning to produce. We will produce therefore a kit consisting of slides, script and presentation suggestions. This will ouCline the strategy and describe the materials being made available and to be produced for the October workshop. It will be used by: Infotab regional co-ordinators at regional workshops - NMA executives in presenting the campaign and their own implementation of it to local members. The-6ampaign-Kit This will itself consist of two main elements: the campaign handbook and international source material. When used in conjunction with existing Infotab material, The campaign handbook will contain all the information necessary for local campaign planning. It will present these main elements: i) Messages/information to be communicated to each target audience. ii) Samples of materials for use in a local action plan. iii) Target audiences and how to address each. The handbook will also outline the campaign strategy, which, together with the main elements, will be progressively modified to take account of input from regional and other noted meetings.

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