Abstract
On November 2, 1995 prominent anti-tobacco advocate Patrick Reynolds (grandson of the founder of the R.J. Reynolds Tobacco Company) presented this creative but completely misguided public relations proposal to the R.J. Reynolds Tobacco Company (RJR) as a way to help the company build goodwill with the public. The proposal, which Patrick appropriately titled "Project PR," suggested that RJR use a set of cartoon characters, that Patrick had created, to teach kids not to smoke. The characters, "Buck Dromedarian and the Deep Space Camels" were half-human, half-camel space aliens who hailed from the planet Dromedarius in the galaxy Humpus. Patrick helpfully suggested that, if RJR desired, Buck could even interact with RJR's Joe Camel character in ads promoting the cartoons. Patrick suggested RJR license his characters for use on products that would appeal to children, like toys, music videos, trading cards, stuffed animals, T-shirts, video games, films, a TV series and live appearances. Patrick even proposed that RJR send him (Patrick) on a world tour featuring himself in live appearances at shopping malls and schools in the U.S., Europe and the Far East. Patrick also proposed that he himself be featured in the cartoon, interacting with his space camels.
On page 13 of his proposal, Patrick said,
"Tobacco executives will not be portrayed as bad guys; if RJR prefers, those characters could be omitted from the script. Patrick Reynolds would, given his preferences, like to put some blame in the stories on the world's politicians for failing to stop kids from buying cigarettes. In this way, blame could be deflected to where it really belongs..."
and
"...The more open the RJR team can be, the more popular Buck comics and TV series will of course be with teens--and the more RJR will be trusted and liked as the 'good' tobacco company..."
Patrick apparently presented the proposal in person to Guy Blynn, RJR's Vice President & Deputy General Counsel. Handwritten notes on the first page, presumably by Blynn, say "Seed money: $250,000," "Target age group? and "People in health community think a good idea?"
This is an example of how a well-meaning but unsophisticated tobacco control advocate, acting in isolation, can over-reach.
The entire text of the proposal makes for quite entertaining reading.
Fields
- Quotes
Part One
Using cartoon characters to educate kids about smoking, in a new advertising and public relations campaign
Suggested cartoon characters: Buck Dromedarian and the Deep Space Camels
The concept is to develop one or more new cartoon characters who have a mission to educate children and teenagers about smoking, and to use them in a new public service advertising campaign, as well as in a public relations campaign.
Pending approval by the company, these new cartoon characters could even interact with RJR's Joe Camel characters in some of the ads.
The mission of the new advertising/PR campaign will be three-fold:
1. To educate children and youth about smoking. The ad campaign would be targeted at children and teens.
2. To build goodwill for RJR, and to counteract the public's misgivings concerning the Joe Camel cartoon character.
3. To licencse the new cartoon characters, for the benefit of a new company to be set up. An in-house licensing specialist will be hired to license the characters in the following areas:
Animated or live action television series
Feature film and sequels
Music and music videos
Toys
Trading cards
Stuffed animals
T-Shirts and other garments
Video games
Interactive CD-ROM games
Live appearances by the characters
As it might be unseemly for the company, we recommend that RJR not benefit financially from these licensing endeavors, and that it instead donate its share to a new non-profit educational group, yet to be formed...
For kids only!! Not for immediate release!!
Yesterday on Dromedarius, a planet inhabited by an advance race to two-legged, half-human camels, a space probe returned with startling news--some earth camels smoke! Buck Dromedarian, the probe's teenage pilot, reported this today before a meeting of the Grand Camel Counsil, whcih commanded himand his three teenage camel pals to immediately return to Earth. Their mission: to see why in the Universe the camels there are lighting up, and to warn them about the dangers of smoking...
Thus begin the adventures of BUCK DROMEDARIAN AND THE DEEP SPACE CAMELS, brought to us by the Smokefree Kids Forever company. The educational campaign was founded by Patrick Reynolds, the well known tobacco education advocate and grandson of R.J. Reynolds.
MR. Reynolds discovered an unlikely sponsor in the tobacco company his grandfather founded. "One point on which the people at RJR and I fully agree is that kids shouldn't smoke," says Patrick Reynolds, who watched his father, R.J. Reynolds, Jr. and eldest brother, R.J. Reynolds III, die from emphysema caused by smoking. "My brothers agree as well. Working to educate kids this way has helped to bring me closer to my family again."
The R.J. Reynolds Tobacco Company has given its blessing to the new smokefree cartoon camel characters, and is planning to launch a national public service advertising campaign using Buck and freinds--as soon as their craft lands on Earth.
At the same time, RJR will sponsor Smokefree Kids Forever in launching a world tour featuring Patrick Reynolds, who will speak at shopping malls and schools, together with live appearances by Buck Dromedarian and his three teenage camel pals. The schedule includes stops in the U.S., Europe and the Far East.
The resulting media coverage is expected to reach millions of children around the world...
- Company
- R.J. Reynolds
- Author
- Reynolds, Patrick (Grandson of RJ Reynolds, Jr.; tobacco control advocate)
Patrick Reynolds lives in Beverly Hills, CA. and he is the grandson of R.J. Reynolds. He is a smoke-free advocate (P. Reynolds 6/10/94). He is the son of R.J. Reynolds Jr. R.J. Reynolds Jr. died of emphysema in 1964 (Miami Herald 9/10/89). Reynolds founded the organization of Citizens for a Smoke-Free America in 1989 (LAT 8/10/94). Gives talks to school children about tobacco.
- Recipient
- Blynn, Guy M. (RJR VP & Deputy Gen. Counsel c. 1994)
RegionUnited States
TypeREPORT
Named PersonRjr
Reynolds, P.
Reynolds, R.J.
Smokefree Kids Forever
Reynolds, R.J. Jr
Reynolds, R.J. III
Schwartzenegger, Arnold (Bodybuilder/movie action-hero from late 1980's-early 1990s)Entered politics in 2003 by running against California Governor Gray Davis in a recall attempt.
Stallone, Sylvester (Movie actor)Accepted $500,000 for cigarette placement in various movies (BW 690132319)
Eastwood, Clint (American movie start & film director)
Turner, T.
Philip Morris
Koop, C. Everett, M.D. (Surgeon General ('81-'89))former US Surgeon General (1981-1989)
Congress
St Legislatures
Subjectanti-smoking advocacy
Document Images
Page 1: xop61d00
PROJECT PR
PART ONE
USING CARTOON CHARACTERS
TO EDUCATE KIDS ABOUT SMOKINGO
.
IN A NEW ADVERTISING AND PUBLIC RELATIONS CAMPAIGN
SUGGESTED CARTOON CHARACTERS:
BUCK DROMEDARIAN AND THE DEEP SPACE CAMELS
Page 2: xop61d00
;s~+~.~~~441fs!
In summary, the new public relations and advertising campaign built
around these new cartoon characters i 1 b
~
a~ ~
e
ounrc the g public's negative feelings concerning the Joe
camel campaign, and by raising funds for the new non-profit
foundation.
The immediate and tangible result will be a substantial goodwill
boost for the company.
The cartoon characters we are suggesting, as well as related
stories, will be found on the following pages.
Patrick Reynolds would like to work together with RJR's ad agency
to brainstorm and further develop the new cartoon characters.
The suggested cartoon characters, "Buck Dromedarian and the Deep
Space Camels," are presented on the following pages.
Page 3: xop61d00
THE WORKS:
PROJECT PR
Presented by Patrick Reynolds
to Guy Blynn
November 2, 1995
The concept for Project PR is in two parts. Either part
may be adopted by the company, or both may be adopted.
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Page 5: xop61d00
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Page 6: xop61d00
"We, the Grand Council of the planet Dromedarius, Humpus sector,
order all four of you to return to Earth. Your mission: to see why
'; ~~~y ~~
Camels not to start this -- this 'smoking' thing! And now, as a
symbol of the long tradition of Dromedarian honor and integrity, we
present you with this emblem, as a reminder of your primary mission
--'
As he speaks, Zovar holds up the international no-smoking symbol
for them to see, and with a wave of his hand, it is transferred
onto each of their spacesuits, across their chests, like Superman"s
[Note: This symbol will also provide a clear visual message
that these camels advocate NOT smoking, an important point to
make with the cartoon show's primary audience, kids. The
symbol will also help us to successfully license the Camels as
toys later. Pending further discussion, tags on all toys could
have fine print which reads, "Made with the approval and
permission of RJR."]
"You will leave for Earth -- tomorrow!" Zovar concludes.-Buck and
his friends can't help exchanging grins.
That night there are sad but brave goodbyes to their parents and
siblings. The next morning our four teen camels blast off and
hurtle quite happily and excitedly toward the stars, and into the
great unknown stretching out before them.
Once they arrive on Earth, the adventures of BUCK DROMEDARIAN AND
THE DEEP SPACE CAMELS multiply, as our four intrepid bi-peds
interact with Earth'teens, and combat the forces of evil on Earth--
fighting crime, government and corporate corruption, and plenty
more.
Very long on fun, adventure and hilarity, and short on messages,
our superheros are playmeisters all, and have tremendous amounts of
fun, throughout all their many zany and famed exploits on Earth.
N
m
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Page 7: xop61d00
PART ONE
IN A NEW ADVERTISING AND PUBLIC RELATIONS CAMPAIGN
SUGGESTED CARTOON CHARACTERS:
BUCK DROMEDARIAN AND THE DEEP SPACE CAMELS
The concept is to develop one or more new cartoon characters who
have a mission to educate children and teena ers about smoking, and
to use them in a new public service adverti-sing campaign, as well
as in a public relations campaign.
Pending approval by the company, these new cartoon characters could.
even interact with RJR's Joe Camel characters in some of the ads.
The mission of the new advertising/PR campaign will be three-fold:
1. To educate children and youth about smoking. The ad
campaign would be targeted at children and teens.
2. To build goodwill for RJR, and to counteract the public"s
misgivings concerning the Joe Camel cartoon character.
3. To license the new cartoon characters, for the benefit of
a new company to be set up. An in-house licensing specialist will
be hired to license the characters in the following areas:
Animated or live action television series
Feature film and sequels
Music and music videos
Toys
Trading cards
Stuffed Animals
T-Shirts and other garments
Video Games
Interactive CD-ROM games
Live appearances by the characters
As it might be unseemly for the company, we recommend that RJR not
benefit financially from these licensing endeavors, and that it
instead donate its share to a new non-profit educational group, yet
to be formed.
RJR will have final approval over the exact terms of all licensing
deals, and may oversee the development and implementation of each.
RJR may also direct how its donations to the non-profit will be
used.
Page 8: xop61d00
THE SECRET FORMULA FOR OUR MAIN CHARACTERS
type, is a classic formula for success in films and TV. (Ideally,
a person wants to be a combination of all three.) Our characters
lean just slightly in the direction of being fat, thin and
athletic; they are not extreme caricatures of these types.
MESOMORPH
Athletic build, thinks
he knows what's best
for the group, wants
to lead, show everyone
how. Outgoing, likable,
but needs to listen.
ECTOMORPH ENDOMORPH
Thin frame, gaunt! Tends to be fat,
cheeks. Analytical, very caring about
in his head a lot. others, aware of and
Less in touch with talks about feel-
feelings and body. ings, sometimes too
Can seem aloof. much! Loveable.
* * * * * * * * * * *
BUCK DROMEDARIAN AND THE DEEP BPACE CAMELB ,
BUCK
THE COWARDLY LION
LUKE SKYWALKER
MANNY
WAII MUDA
t * * * ~ * * * * * *
THE WIZARD OF 02
THE SCARECROW THE TIN MAN
* * * * * * * * * *
STAR WARS
ABBOTT AND COSTELLO
R2-D2
CURLY
ABBOTT COSTELLO
* * * * * ,t * * * * *
And so on!
Page 9: xop61d00
SUGGESTED BIO FOR PATRICK REYNOLDS
n
Patrick Reynolds watched his father die from cigarette-induced
emphysema. Concerned about the mounting health evidence against
tobacco, in 1986 this grandson of R.J. Reynolds made the decision
to devote his life to educating children and young people about
~
tobacco use, and became, in the words of former surgeon General C.
Everett Koop, "one of the nation's most influential advocates of a
smokefree America."
Over the years, Mr. Reynolds has repeatedly addressed Congress,
State legislatures, health conferences, and schools. His many
appearances in the national media
American figure.
have"made him a well known
His tour is being sponsored by "Smokefree Kids Forever;" which is
sponsored by the R.J. Reynolds Tobacco Company.
"Speaking to youth about smoking is the most important work we can
do," says Mr. Reynolds. "I'm devoting all my time and energy to
that, and will be committed to this work for the rest of my life."
In June of '94, Patrick's oldest brother, R.J. Reynolds III, died
of emphysema caused by smoking. Their father, R.J. Reynolds Jr.,
died of the same cause when Patrick was 15.
Page 10: xop61d00
As stated, RJR will have final approval over guidelines for scripts
for all comic books and TV series, and over other licensing
ventures.
For example, the creative people working with licensees will meet
with RJR's team to determine what's permissible.
Tobacco executives will not be portrayed as bad guys; if RJR
prefers, those characters could be omitted from the script.
Patrick Reynolds would, given his preferences, like to put some
blame in the stories on the world's politicians for failing to stop
kids from buying cigarettes. In this way blame could be deflected
to where it really belongs. RJR will make the final decision about
this. However --
Mr. Reynolds encourages the RJR team to be as open-minded as
possible. Just as Arnold Schwartzenegger, Sylvester Stallone, Clint
Eastwood, and other stars have greatly increased their popularity
by not taking themselves too seriously and by being self-satirizing
at times, RJR can benefit tremendously in the same manner.
The more open the RJR team can be, the more popular Buck comics and
TV series will of course be with teens -- and the more RJR will be
trusted and liked as the "good" tobacco company (see Project Market
Share, also part of "The Works").
All this may be seen as a further extension of`RJR's vision in
deciding to support the Buck Dromedarian characters.
ALTERNATE ANIMALS
If a camel is not acceptable to RJR, we could instead go with
another animal, while retaining the basic concept and storyline.
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