On Page 91 (203084913) describes PM's strategy of "a sustained holding action with agressive counterattacks" against public health efforts. Describes plans to exploit American anti-tax, anti-government interference and pro free-speech sentiments to "maximize industry volume by aggressively blunting attacks" from public health forces. States goal to "improve public perceptions of smoking." States strategy of "going beyond simply defending ourselves" to forming "proactive groups" to "campaign for repeal of anti-smoking legislation" and to "force anti-smoking advocates to defend their gains rather than seeking to expand them." Describes plans to "create local smokers' rights associations throughout the U.S." with a "network of 50,000 'block captains' who will monitor local smoking issues and serve as a grass roots voice for smokers' rights, lans to "create a self-sustaining membership organization similar to the National Rifle Association." Describes Operation Downunder, and its goals,
"Increase the industry's leverage in legislatures by showing a more reasonable approach to the issue..."
"...to compel the accommodation of smoking in all public places."
"...To isolate the anti-smoking forces by making the industry appear reasonable on the issue while they [public health advocates] are irrational in their demands."
States Downunder was based on an assumption that "Science has not established a health risk to non-smokers from environmental tobacco smoke."