Tobacco Documents Online

08-12-93 05:09PM FROM Y&R ACCT. MGMT, 11th MAR 03 '9? 19:24 0 ORRIS US DATE: March 3, 1993 NTE ORRESPO DENCE 120 PARK AVBNUE, NYC 10017 TO: Jane Brite, Young & Rubicam Jon Grondahl, Leo Burnett FR: Subject: John J. Boltz 11-11 Assignments , To recap our meeting of March 1, we would like you to create better messages on the BPA/BTS issue and raise the general comfort level for smokers while in the presence/near presence of non-smokers. We need to simplify our messages and make them compelling to both smokers and non-smokers. Overaii, please bear in mind our company objectives. Qbi ec,~ t2es: (1) Fores tali further public smoking restrictions/bans by actively challenging the EPA report as costly "junk science". (2) Create a decided change in pubitc opinion. Develop an atmosphere more conducive to smokers with the general public and for smokers themselves. Develop a positive proactive image of smokers as decent human beings - the neighbor next door - - not as the "pariahs" the antis make them out to be. You may choose to embark upon a strategy listed or develop a different approach. P10 Poss_~ i_b_1.Q_ (1) "Accomrnodation" i.e. mutual consideration for Strate~,i : smokers/non-smokez-s. (2) Overzealous/non-cost effective Government N cn 0 Regulation. "How the government is ~ w <

08-12-93 05 : 09PM FROM Y&R ACCT. MGMT, 11 t h MAR 03 '93 18:24 P.2 Page Two Memo to Brite, Grondahi March 3, 1993 hurting you and costing you money under the guise of looking out for your welfare." (3) Simplification of complex scieritific criticism of EPA to capture interest of general non- smoking public. (4) Smoker/Non-smoker friendly communications. (5) Development of additional strategies. As I noted, I don't see the need to develop a full-fledged campaign right now.. Your charge is to help us to develop better messages. E,xD-ectanony: (1) Develop main points of communications. (2) Develop language/concept statements. (3) No advertfsing executions needed at this time.. I feel strongly that we need to make our best efforts at re- developing the non-smokers consensus for smokers rights that existed prior to the relatively recent controversy on ETS. Therefore, we must remain focused on our principal audiences. Audjan=: (1) P.rirnarily, General Population: Taxpaying Srnokers/Non-smokers. (2) Secondarily, Government Officials (Elected & Regulatory). Hospitality Industry. Employers. Conservative/Liberai Media. Employees ( tobacco/non-tobacco). Scientific Cornmunity. Human Resource Managers. Labor Unions. Business Organizations. Legal Community

08-12-93 05:09PM FROM Y&R ACCT. MGMT, 11th ' P12 t'lAR 03 '93 1$ :c'S Page Three Memo to Brite, Grondahi March 3, 1993 right now -- a quick turnarouxtid is important. Therefore, I've scheduled the followi ng deadlines. P.3 Time f~mAgency presentations will be March 23, 1993 at Philip Morris, 120 Park Avenue, NYC. Young & Rubicam: 11:00 am - 1:00 pm. Leo Burnett: 2:00 pm - 4:00 pm Additional Infc~rmatinn/ Assist=ce: I will be forwarding appropriate material to you on an ongoing basis during the next three weeks to assist you in this project. If you need any additional information or assistance, please contact me at 212/880-4119. Sugg . rfQn Be creative, try new approaches. These are extraordinArily important, fundamental business issues for both the industry and for Philip Morris. We're counting on you to help us develop these issues messages to the same level of excellence as the product advertising you create for us. cc: Ellen hlerlo Vic Han