Jump to:

Anne Landman's Collection

Project Brass: A Plan of Action for the ETS Issue

Date: 23 Mar 1993
Length: 47 pages
2023329411-2023329457
Jump To Images
snapshot_pm 2023329411-2023329457

Abstract

This document, Project Brass: A Plan of Action for the ETS Issue, written by the Leo Burnett Company for Philip Morris (PM), reveals the potency of the threat the issue of Environmental Tobacco Smoke, or ETS, posed to the tobacco industry:

"For the first time, report provides alleged proof of link between ETS and cancer...Shifts argument from 'personal choice' to 'smoking is unhealthy for everyone'...Arms antis with scientific proof to go to OSHA...Fuels emotional hysteria of antis...Will likely accelerate efforts to prohibit/restrict smoking further...Alters image of smoker [from] 'Bad for him/her,' to 'smoker is bad for all of us.'...Puts further pressure on volume/revenue/profit trends."

The strategies Burnett proposed to fight the ETS issue were: to broaden the ETS issue to encompass total indoor air quality (and thus deflect attention away from the ETS issue), to use "credible third parties" to help the company fight public health measures, and to "create a sense of doubt about the EPA ETS report" [Page 30].

PM has employed, and continues to employ, many of the strategies Burnett proposed in this document. For example, the company continues to "Frame the issue as a bigger one that just ETS" by claiming ventilation is the best solution to secondhand smoke. The company creates and works through "credible" third parties like the "Hospitality Coalition for Indoor Air." In virtually every venue where a public health smoking restriction is proposed, some business group claims that the law is too much "government intervention," an anti-government strategy proposed by Burnett in Project Brass (see the strategy Burnett describes on Page 25, "Raise Flag of Government Intervention: Attempts to shift focus from EPA ETS report to one of the government interfering again").

PM also had another goal: to convince financial analysts that the ETS issue was not a long term threat to PM's growth and earnings and to get them to "maintain a positive financial outlook on PM."

Fields

Quotes

BACKGROUND

On January 7, 1993, EPA issied a report classifying Environmental Tobacco Smoke (ETS) as a Group "A" carcinogen.

--Linked ETS to increased risk of lung cancer. --Positioned ETS as a public health threat.

For the first time, report provides alleged proof of link between ETS and cancer...

...Now with the ETS study, we are on the defensive. Anti's have news, the momentum and are carrying the issue forward.

IMPLICATION

--Non-smoking lobby has a new strategic weapon with EPA scientific report. --Shifts argument from "personal choice" to "smoking is unhealthy for everyone"

--Arms antis with scientific proof to go to OSHA... ...Fuels emotional hysteria of antis, White house banning smoking, etc.

--Will likely accellerate efforts to prohibit/restrict smoking further: public places, stadiums, office buildings.

--Alters image of smoker--Bad for him/her, to "smoker" is bad for all of us. --Puts further pressure on volume/revenue/profit trends.

THE ISSUE

How do we pro-activaly develop a long-term program which addresses the highly emotional ETS issue and the concerns of smokers/non-smokers?...

OBJECTIVES:

In the face of new report, PM has stated two corporate obejctives:

1. "Forestall further public smoking restrictions/bans." 2. "Create a decided change in public opinion. Develop an atmosphere more conducive to smokers with the general public and for smokers themselves."

OUR MISSION:

...Shift the focus from teh EPA report in the short-term and offer practical solutions in the long-term.

...Counter the anti's effort...

[From Page 16]:

Desired beliefs and attitudes [to foster in the audience]: --The EPA has misused science to force a conclusion. --This "Bad Science" should be refuted... --We should address the bigger issue of air quality and do something about that.

...Frame the issue as a bigger one than just ETS.

DESIRED BELIEFS/ATTITUDES:

--ETS is a small part of the air quality problem... --What other personal freedoms in the workplace is the government going to restrict?

DESIRED ACTION [for audience]: --...Fight against any further smoking restrictions in the workplace.

[From Page 22+]:

STRATEGIC ELEMENTS OF PROGRAM...

1. Develop an alliance of concerned parties. --Provide group of credible organizations. --Absolutely critical

2. Shift the focus from EPA report to a larger, more universal issue.

--Prevents separating ETS from other issues --Sense of priorities

3. Become part of the solution.

--Support/test alternatives to improve the situation. --Sense of the "positive."..

4. Educate the target from a balanced, practical perspective...

[From Page 30]

STRATEGIC FLOW

Create a sense of doubt about EPA ETS report --> Evolve issue to total air quality ---> Propose potential solutions --> Call to action

Believe this is optimal umbrella approach:

Strategically shifts focus thus abating crisis in short term Longer term provides hope by discussing alternative solutions Tonality is positive, straightforward, honest Offers critical mass of umbrella approach

[From Page 35]:

MEDIA OBJECTIVE

Create a coordinated "burst" of impactful news to selected audiences...

Company
Philip Morris
Author
Leo Burnett
Recipient
Philip Morris (corporate recipient)
Region
United States
Litigation
Stmn/Produced
Named Organization
American Scientist
Barrons Natl Business + Financial Weekly
Broadcasting
Business Week
Cahners Direct Mail Services
Chamber Executive
Chief Executive
Cmg Information Services
Compmark
Compuname
Council of State Governments Mailing Lis
Crain
Customized Mailing Lists
Dealers Digest
Duns
Economist
Editor Publisher
Entrepreneur
Entrepreneurial Women
Epa, Environmental Protection Agency
Forbes
Fortune
Fred Woolf Lists
Harvard Business Review
Inc
Journal of the American Medical Assn
Journal the Lawyers Magazine
Karl Business Lists
Leo Burnett
Marketing Insights
Medical News
Medical Times
Natl Assn of County Officials
Natl Conference of State Legislatures Go
Natl Journal
New Republic
Newsweek
Nra
OSHA, Occupational Safety & Health Administration
Parade
Pentons
People
Public Relations Journal
Publishers Weekly
Research Development
Research Information Systems
Research Projects
Restaurant Institutions Magazine
Romans
S+P
Science News
Scientist
Time
Tv Guide
US Medicine
US News + World Report
US Weekend
Wa Journalism Review
Wall Street Journal
Women in Business
Zeller Letica
American Medical News
Type
REPT, REPORT, OTHER
CHAR, CHART, GRAPH, TABLE, MAPS
Subject
secondhand smoke
secondhand smoke strategy (Corporate strategy to deal with ETS issue)
Corporate strategy
industry activity
industry influence
industry strategy

Document Images

Text Control

Highlight Text:

OCR Text Alignment:

Image Control

Image Rotation:

Image Size:

Page 1: gin58e00
PROJECT BRASS A PLAN OF ACTION FOR THE ETS ISSUE PRESENTED TO: PHILIP MORRIS MARCH 23, 1993 CONFIDENTIAL LEO BURNETT
Page 2: gin58e00
z.
Page 3: gin58e00
BACKGROUND 0 ON JANUARY 7, 1993 EPA ISSUED A REPORT CLASSIFYING ENVIRONMENTAL TOBACCO SMOKE (ETS) AS A GROUP "A' CARCINOGEN - LINKED ETS TO INCREASED RISK OF LUNG CANCER - POSITIONED ETS AS A PUBLIC HEALTH THREAT 0 FOR THE FIRST TIME, REPORT PROVIDES ALLEGED PROOF OF LINK BETWEEN ETS AND CANCER - HOWEVER, ETS ISSUE HAS BEEN AN ISSUE FOR A LONG TIME . VISIBLE, ANNOYING, AND OFFENSIVE TO SOME - HAS BEEN EMOTIONALLY CHARGED ISSUE o Now WITH THE EPA STUDY, WE ARE ON THE DEFENSIVE - ANTIS HAVE NEWS, THE MOMENTUM AND ARE CARRYING THE ISSUE FORWARD Page 2 CPMPpb.dp 0 f LEO BURNEIT
Page 4: gin58e00
IMPLICATIONS 0 NON-SMOKING LOBBY HAS A NEW STRATEGIC WEAPON WITH EPA SCIENTIFIC REPORT - SHIFTS ARGUMENT FROM 'PERSONAL CHOICE" TO 'SMOKING IS UNHEALTHY FOR EVERYONEff 0 ARMS ANTIS WITH SCIENTIFIC PROOF TO GO TO OSHA - SEPARATE ETS FROM OTHER AIR QUALITY CONCERNS 0 BREAKTHROUGH NEWS HEIGHTENS VISIBILITY OF ISSUE - FUELS EMOTIONAL HYSTERIA OF ANTIS . WHITE HOUSE BANNING SMOKING, ETC. 0 WILL LIKELY ACCELERATE EFFORTS TO PROHIBIT/RESTRICT SMOKING FURTHER - PUBLIC PLACES, STADIUMS - OFFICE BUILDINGS 0 ALTERS IMAGE OF SMOKER - BAD FOR HIM/HER, TO "SMOKER" IS BAD FOR ALL OF US 0 PUTS FURTHER PRESSURE ON VOLUME/REVENUE/PROFIT TRENDS ~ Papt 3 CPMPpb.dp n LEO BUR\E1T
Page 5: gin58e00
THE ISSUE 0 HOW DO WE PRO-ACTIVELY DEVELOP A LONG-TERM PROGRAM WHICH ADDRESSES THE HIGHLY EMOTIONAL ETS ISSUE AND THE CONCERNS OF SMOKERSNON-SMOKERS? - WE SEE THIS EPA REPORT AS: . ALLEGED SCIENTIFIC BASIS FOR MORE REGULATION . "RATIONALEO FOR EMOTIONAL ISSUE . CATALYST TO RAISE VISIBILITY OF ETS . SHORT-TERM CRISIS - HOWEVER, WE BELIEVE EPA REPORT IS NOT THE GLOBAL, LONG- TERM ISSUE . AFTER ALL, EPA REPORT WAS IN RESPONSE TO LONG-STANDING ETS ISSUE . THERE MAY BE FUTURE REPORTS OF THE SAME NATURE . AND WITH OR WITHOUT MORE SCIENTIFIC PROOF, ISSUE WILL REMAIN AT THE FOREFRONT OF ANTIS AGENDA P.pe 4 CPMPpb.dp R LEO BUR\ETT
Page 6: gin58e00
OBJECTIVES 0 IN THE FACE OF NEW REPORT, PM HAS STATED TWO CORPORATE OBJECTIVES: 1. ffFORESTALL FURTHER PUBLIC SMOKING RESTRICTIONS/BANS.' 2. 'CREATE A DECIDED CHANGE IN PUBLIC OPINION. DEVELOP AN ATMOSPHERE MORE CONDUCIVE TO SMOKERS WITH THE GENERAL PUBLIC AND FOR SMOKERS THEMSELVES.lw o ALSO, AN URGENCY TO 'RE-DEVELOP THE NON-SMOKERS CONSENSUS FOR SMOKERS RIGHTS' THAT EXISTED PRIOR TO ETS CONTROVERSY - EMPHASIS ON "'GENERAL POPULATION' - SECONDARILY, GOVERNMENT OFFICIALS, EMPLOYERS, LABOR UNIONS, ETC. o LBCo IS IN AGREEMENT WITH THESE OBJECTIVES - HOWEVER, BELIEVE WE HAVE FRAMED THE ISSUE AS BROADER THAN EPA REPORT - WILL IMPACT STRATEGIC APPROACH TO ISSUE Page 5 CPMPpb.dp 0 LEO BURNETf'
Page 7: gin58e00
OUR MISSION 0 COMMUNICATE A BALANCED PERSPECTIVE ON THE ETS ISSUE SO AS TO SHIFT THE FOCUS FROM THE EPA REPORT IN THE SHORT-TERM AND OFFER PRACTICAL SOLUTIONS IN THE LONG-TERM 0 SOLICIT THE DESIRED REACTION FROM THE IDENTIFIED AUDIENCE SO AS TO COUNTER THE ANTIS EFFORT - RESPONSE ORIENTED ISSUE ~ P.pe 6 F1 CPMPpb.dp LEO BUR\E7T
Page 8: gin58e00
,.~;g, ., z:.
Page 9: gin58e00
OUR APPROACH o FIRST, SEGMENT POTENTIAL AUDIENCES BY: - BELIEFS - PROFESSIONAL RESPONSIBILITIES - POSSIBLE "CALLS TO ACTION° 0 SECONDARILY, REVIEW ALTERNATIVE STRATEGIES AND THEIR RELEVANCE TO/IMPACT ON THE AUDIENCE o LASTLY, DISCUSS THE IMPORTANCE AND POTENTIAL IMPACT AUDIENCES MIGHT HAVE - PRIORITIZE FROM AN OVERALL PERSPECTIVE ~ P.ye 7 ~-/ CPMPpb.d `p LEO BUR\ETT
Page 10: gin58e00
ASSUMPTIONS THE AUDIENCES: o ARE AWARE OF ETS AND KNOW THAT A SIGNIFICANT SEGMENT OF PEOPLE FIND IT ANNOYING AND OFFENSIVE 0 HAVE HEARD, AT LEAST SECOND HAND, ABOUT THE EPA ETS REPORT 0BELIEVE THE EPA ETS FINDINGS O RECOGNIZE THAT THIS IS AN EMOTIONALLY CHARGED, LONG-TERM ISSUE 0 WANT 'PRACTICAL, RELATIVELY EASY TO IMPLEMENT' SOLUTIONS THAT WILL ACCOMMODATE THE GREATEST NUMBER OF PEOPLE ~ P.9e a ~ P ceMPpb.a ~`'l LEO BURNETf

Text Control

Highlight Text:

OCR Text Alignment:

Image Control

Image Rotation:

Image Size: