This public relations plan created by the public relations company Ruder Finn for Philip Morris France discusses how the company can work around a "difficult national siuation," specifically a French law called "loi Evin," which prohibits "all propaganda or publicity, direct or indirect, in favor of tobacco or tobacco products as well as their free distribution." The law also precluded sponsorship activities.
The author discusses how "the illness and death arguments used in anti-smoking campaigns [in the U.S.] have little effect on smokers and in particular young people [in France]," and how in France "the stressed non-smoker is still considered a fanatical trouble-maker when strongly defending his right to fresh air."
The Plan discusses how to influence legislators and opinion leaders in France, and states (on Page 25) that "defense of issues surrounding tobacco needs to be done in a third party context - non-tobacco linked experts, sources need to speak on behalf of tobacco interests." It also urges Philip Morris to "take the initiative in education programmes informing young people about the risks of smoking," reaffirming that PM's promotion of youth anti-smoking programs in France and elsewhere is done out of concern for public relations and the effects of these activities on legislators rather than out of concern for public health. .
Ruder-Finn proposes to help PM "establish a discrete, credible and effective voice and an institutionalised lobby...to defend its interests without being visible as Philip Morris," to "position Philip Morris as a concerned French citizen and a resource for factual information on both sides of the debate, and to "... highlight [PM's]...efforts to protect the environment; concern for health, youth and the quality of life in general."
Also of interest is the quote which which Ruder Finn introduces the paper (immediately below).