Abstract
Like Philip Morris (with its National Smokers' Alliance), the R.J. Reynolds Tobacco Company (RJR) also engaged in a massive effort to organize smokers into a seemingly "independent" grassroots movement and motivate them to defend the industry's interests. RJR called its effort "The Partisan Project" or "Partisan Movement." RJR's rationale for the program is couched in hysterical anti-public health rhetoric:
"Currently, anti-smoking extremists are dominating the media and slowly but surely seizing control of the legislative process, resulting in more rules and regulations that unfairly discriminate against those who choose to smoke..."
Through its Partisan Project, RJR planned to use a massive database of information it had accumulated about its customers to contact specially-selected smokers, help them "develop an affinity with other individuals [smokers]," "create awareness of discriminatory situations" against smoking and "present avenues for opposition" for them to protest public smoking restrictions. The Partisan Project was aimed at "instilling and reinforcing feelings of effectiveness" in smokers, and creating the appearance of a massive number of smokers suddenly and spontaneously speaking out of "their own volition" to oppose public health measures. As part of the project, RJR also planned to press its sales force into service as "an 'alert network on local anti-smoking issues' " ( see http://legacy.library.ucsf.edu/cgi/getdoc'tid=iiv44d00&fmt=pdf&ref=results )
Also as part of the Project, RJR planned to send a magazine to smokers called "CHOICE," that would contain "true stories of smokers who have been discriminated against."
They planned to test two different versions of the publication: one would come directly from RJR, and another version would appear to come from an unrelated organization called "People for Smokers' Rights," which RJR would present "not as a national lobbying organization...but as a coalition of all smokers who believe in individual freedom of choice and will speak out to protect that right." The document adds, "As a smoker, they already belong, free of charge."
Once the Partisan program was in place, RJR planned to use "a public relations program [to communicate] to the general public that opposition to smoker discrimination is growing..."
RJR test-marketed its Partisan Project in Colorado, Texas and Florida. The company hired state and local field coordinators in these states, established toll-free 800 "hot line" numbers and urged the smokers they contacted to provide the company with the names of other smokers who would be interested in joining. The company planned to expand the program to all 50 states. The Partisan Project "grass-roots operation center" was located in Winston-Salem, RJR's company headquarters. RJR planned to put $37 million into the plan by 1990. (See http://legacy.library.ucsf.edu/cgi/getdoc'tid=hyv44d00&fmt=pdf&ref=results)
This document (and the others cited here) show how organized, clandestine, pervasive and well-funded RJR's efforts were to interfere with public health efforts to control the health threats caused from smoking.
Fields
- Notes
Other documents describing RJR's Partisan Project can be seen at
http://legacy.library.ucsf.edu/cgi/getdoc?tid=iiv44d00&fmt=pdf&ref=results
http://legacy.library.ucsf.edu/cgi/getdoc?tid=hyv44d00&fmt=pdf&ref=results
- Quotes
Simply stated, the ultimate goal of the Partisan Project is a new environment characterized by several million people across the country speaking out against any and all forms of unfair smoker discrimination and harassment, whenever and wherever it is encountered. In other words, to encourage the growth of visible public sentiment in opposition to the current unfair anti-smoker environment.
To foster the development of this situation, we have created a multifaceted communications program. This program will directly communicate to individuals who have been selected because of their favorable attltude on at least one
RJRT key issue. Through these devices, we hope to educate and motivate people to speak out...
BACKGROUND:
Currently, anti-smoking extremists are dominating the media and slowly but surely seizing control of the legislative process, resulting in more rules and regulations that unfairly discriminate against those who choose to smoke.
Ultimately, the smoker is then confronted with biased and emotional rhetoric and unfair discrimination and harassment... where he works... where he goes in public, in the media he reads, and increasingly in goods and services he purchases.
The lack of "public" opposition to this discrimination has created the perception that smokers don't care about their rights and are certainly not willing to do anything about it. The "Partisan Project" is designed to
correct this misconception.
PURPOSE:
To foster an informed "Public Voice" comprised of individuals nationwide speaking out in opposition to biased and emotional rhetoric and unfair discriminatory harassment of smokers on an ongoing basis and on their own
volition.
- Company
- R.J. Reynolds
- Author
- Ogburn, Thomas L., Jr. (RJR Public Issues VP 1994)
Thomas L. Ogburn, Jr. was Vice President of Public Issues for RJR in 1994. (Source: R. J. Reynolds Summary - RJR Liability Notebook)
- Recipient
- Horrigan, Edward A., Jr. (Several RJR, Liggett and CTR Top Positions)
Director for RJR Tobacco Co. 1980-1989, Chairman & Chief Executive Officer 1979-1983, President 1979-1980, and Chairman & Chief Executive Officer 1987-1989.
RegionUnited States
Colorado
Named PersonLong, Gerald H. (RJR Director, 1979-88; President '82-86)Chief Operating Officer of RJ Reynolds, 1982-83, CEO of RJR 1984-86, served on Tobacco Institute Executive Committee, 1984-87. Replaced Ed Horrigan as president of RJR's domestic tobacco business.
People For Smokers Rights
TypeLETTER
Operation/ProjectRJR Partisan Movement (Smoker/ally recruitment program)R.J. Reynolds' project to use its smoker database to develop a massive "grassroots" lobbying network by tapping into and recruiting large numbers of smokers whom RJR would organize to "rise up" to "defend their rights." Utilized field organizers. Colorado was a pilot state.
SubjectGrassroots (Tobacco company efforts to organize smokers)Wanted to create the appearance of a massive, upset electorate becoming vocal and active to oppose public health smoking restrictions, tax increases on cigarettes, etc.
smokers' rights group
industry activity
industry front group
industry influence
industry response
industry strategy
Document Images
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F.,! Reynolds Tooacco C_''
Tc.. _ Ocbirr, Jr
D r.; . . Public issues
November 14, 1986
Mr. E. A. Horrigan, Jr.
Subject: "Partisan Project"
I hope the following provides the highlights of the "Partisan Project" you
were looking for. I will not have the actual printed communication pieces
until next Monday, November 17. I have a review with Jerry that morning and
will send them out to you immediately thereafter. We would like to begin
mailing the introductory packages to smokers in our Colorado test area that
afternoon, if all goes well.
The "Partisan Project" in Summary
Simply stated, the ultimate goal of the Partisan Project is a new environment
characterized by several million people across the country speaking out
against any and all forms of unfair smoker discrimination and harassment,
whenever and wherever it is encountered. In other words, to encourage the
growth of visible public sentiment in opposition to the current unfair
anti-smoker environment.
To foster the development of this situation, we have created a multifaceted
communications program. This program will directly communicate to individuals
who have been selected because of their favorable attitude on at least one
RJRT key issue. Through these devices, we hope to educate and motivate people
to speak out... to express their feelings. We will -make them aware of
instances of discrimination and to whom they should-make their views known.
We will then reinforce such public response through appropriate publicity,
hopefully encouraging a self-sustaining movement.
The "Partisan Project" in Greater Detail
BACKGROUND:
Currently, anti-smoking extremists are dominating the media and slowly but
surely seizing control of the legislative process, resulting in more rules and
regulations that unfairly discriminate against those who choose to smoke.
Ultimately, the smoker is then confronted with biased and emotional rhetoric
and unfair discrimination and harassment... where he works... where he goes in
Page 2: jzs15d00
public... in the media he reads... and increasingly in goods and services he
purchases.
The lack of "public" opposition to this discrimination has created the
perception that smokers don't care about their rights and are certainly not
willing to do anything about it. The "Partisan Project" is designed to
correct this misconception.
PURPOSE:
To foster an informed "Public Voice" comprised of individuals nationwide
speaking out in opposition to biased and emotional rhetoric and unfair
discriminatory harassment of smokers on an ongoing basis and on their own
volition.
STRATEGIES:
1. Using RJRT's massive computer list of smokers, identify individuals who
agree with RJR on at least one important issue and who have a likelihood
of speaking out.
2. Using a multifaceted program, communicate with each individual to:
A. Educate through communication of information and RJRT's
position.
B.
Motivate:
by creating a feeling of effectiveness
by developing an affinity with other individuals
reinforcing positive response
C. Create awareness of discriminatory situations.
D. Present avenues for opposition.
E. Generate communication back to RJRT providing:
Updates on local and state issues
Material for the next edition of CHOICE
Names of additional potential "partisans"
Address changes to maintain our lists.
COMMUNICATION ACTION PROGRAMS:
To educate and motivate all "partisans," a four page newsletter
called CHOICE will be published and sent to all in our target
audience. This publication will report on the current
discriminatory environment surrounding smokers. It will encourage
individuals to speak out and let their views be known. It will
instill and reinforce feelings of effectiveness. It includes
articles on the powerful voice of 50 million smokers, investigative
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--true stories of smokers who have been discriminated against,
letters from smokers and our answers, reprints of press clips and
cartoons and a brief summary of what's happening at the legislative
level around the country.
The f irst issue of CHOICE is accompanied by a letter from
G. H. Long explaining the program. CHOICE will then be sent every
other month to everyone in our target audience.
To stimulate action by "partisans" by making them aware of specific
issues and informing them how they can express their views, a two
page (single-sheet) news brief will be published under the banner of
REGULATORY WATCH. Because smokers differ in their opinions on the
issues, different editions will be published with each edition
addressing only one issue. Initially, there will be two editions,
one on taxes and one on restrictions. Only smokers who have a
favorable position on an issue will receive the REGULATORY WATCH
edition covering that issue.
Each edition will highlight 3 - 5 key events or pieces of
legislation using local situations whenever possible. Readers are
told to whom they can express their views. Editions covering a
particular issue (e.g. taxes) will be sent every other month.
To solicit responses back to RJRT from our readers, CHOICE LINE has
been developed. This response card and accompanying envelope will
solicit all of the information covered in E above and will be
included with each edition of CHOICE. A similar device will be
included in REGULATORY WATCH.
We have developed and will test two alternative positionings for
these communication pieces, both of which will be tested in
Colorado. In one positioning, CHOICE and REGULATORY WATCH come
directly from RJRT in response to requests from smokers.
The second positioning uses the same publications but in this case
they come from an umbrella organization sponsored by RJRT. This
organization is "People for Smokers Rights." This is presented not
as a national lobbying organization that represents the views of its
dues paying members in legislative battles, but as a coalition of
all smokers who believe in individual freedom of choice and will
speak out to protect that right. As a smoker, they already belong,
free of charge.
3. A public relations program will aid in communicating to the general
public that opposition to smoker discrimination is growing, as well as
positively reinforcing people who speak out and encouraging those who
haven't responded to do so in the future.
4. When a specific issue arises that warrants concentrated industry
action, i.e. a federal or state tax increase, core groups of activists
can be targeted using traditional direct-mail efforts. This differs from
other aspects of the program in that we ask for specific opposition to a
specific issue and provide the ways and means to respond.
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TEST MARKET PLANS
Colorado is a test and lead market. We have identified 60,000 smokers who
have responded to Public Issues' direct-mail efforts previously, thus, we know
how they feel on some key issues. They have been divided into three matched
groups of 20,000 each.
Group 1 will receive CHOICE bi-monthly. REGULATORY WATCH will also be
sent bi-monthly. But if a smoker qualifies for both editions (i.e. taxes
and restrictions), he would receive one every four weeks in that they are
sent on alternating months.
Group 2 will receive the same publications with the same frequency, but
under the "People for Smokers Rights" program sponsored by RJRT.
Group 3 is a heavy-up of Group 1 that will receive CHOICE every month and
REGULATORY WATCH as usual.
We are simultaneously testing several screeners to determine the most
effective way to identify candidates from our smoker lists. Once this is
done, we will screen the remaining smokers on our list in Colorado and add
them to our test in the first quarter of 1987. Hopefully, this will take our
audience from 60,000 to 100,000+.
Because of the nature of this program, it is likely that recognition of
a growing favorable "public voice" will be difficult to recognize immediately.
Thus, results will be monitored with this in mind, looking for positive or
negative signs in two ways:
"Micro" tracking will utilize quarterly surveys conducted
among our three samples of respondents measuring awareness,
attitudes and actions.
"Macro" tracking will monitor letters to the editor, news
coverage, response to legislation or high profile public issues, as
well as spontaneous playback from the people with whom we
communicate.
Should everything look good in the first half of 1987 and funds be
available, our next step will be to expand the program to approximately
750,000 people who have responded to our previous direct-mail efforts on a
state by state basis. We would then add others as they are screened from our
smoker list.
As you know, I feel very good about this program. Our research says that the
target audience should be extremely receptive. Obviously, we will be
learning, modifying and improving during this initial test period.
If I can answer any questions, please let me know.
Regards,
TLO/cb
cc: Mr. G. H. Long
Mr. Gene Ainsworth
