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INFOTAB STRATEGIES FOR SEIZING THE INITIATIVE Action on Environmental Tobacco Smoke 1990/1991

Introduction This package has been produced to emphasize the central role played by claims about health risks from environmental tobacco smoke (ETS) in anti-smoking strategies, and to urge all markets to take the initiative in addiessing the issue. The former Director of the United States Office of Smoking and Health is quoted as saying 'Of all the issues, this (ETS) is the one that will propel the United States toward a smoke free society'. The package is designed to assist members in implementing ETS campaigns and expands on ideas presented in INFOTAB's January 1990 publication, World Action Do It Now!, an action plan checklist for National Manufacturers' Associations (NMAs) and Lead Companies. It incorporates the most current material and is intended to replace the 1987 INFOTAB ETSkitsetL This strategy is intended as a long term approach to the issue of ETS and will not be invalidated by the publication of reports that addnothing new to the debate. ETS Is Strategically Important A politicalil potent anti-smoking tactic to emerge in the last ten years is the claimed effects of ETS on the health of non-smokers. Anti-smoking groups are using scientifically unproven ETS claims to create healffconcerns in non-smokers. Before ETS became the focus of anti-smoking campaigns, smoking was a minor annoyance to non-smokers. Smokers were mainliy left to their own choice, and governments did not generally view the restriction of smoking in public places as a priority.. Public Concern Is Increasing Since the emergence of ETS as a health issue, there has been a global growth in public concern about ETS' and a corresponding decline in tolerance towards smoking. Smoking restrictions are now thought desirable by both policy makers and the general public in many " markets. Markets need to have up-to-date knowledge of public attitudes to smoking, and ETS in particular. Public concern leads directly to support for smoking bans if allowed to grow unchecked. A History Of 'Too Little, Too Late' The launching of proposals for smoking bans by anti-smoking groups has often been the signal for markets to launch their first': major ETS campaign. This has usually been far too late, when the majority of the public was already in favour of smoking restrictions. As a result, restrictions and bans have spread rapidly, and policy makers are finding little resistance to the imposition of further restrictions. A Clear Strategy Is Essential TO ESTABLISH BOTH A CREDIBILITY AND ACCEPTANCE OF BALANCED SCIENTIFIC EVIDENCE PRESENTED BY' THE INDUSTRY ON, THE ISSUE OF ETS. That base must be established before countering proposals for specificc restrictions: The importance of maintaining communications with decision-makers and the public on ETS issues cannot be overstated. Growing health concerns about ETS must be addressed, and this can only be achieved through planned campaign action. It cannot be achieved by simply reacting to opposition attacks! ETS is being judged guilty until proven innocent. Markets need to act quickly to bring public perceptions about ETS into line with scientific reality. Page l

How can you develop an action plan? To assist markets in developing campaigns, strategies are provided~ for the key ateas of attitude research, public campaigns and targeted campaigns. Ideally, to gain maximum impact and benefit, they should be followed in this order: 1. Attitude Research Attitude research measures the climate of opinion to which ETS campaigns willi be tailored, measures the effectiveness of campaigns, and provides local data for use in campaigns: 2. Public Campaigns Public campaigns provide balanced information to the public to encourage more rational and reasonable attitude towards smoking. 3. Targeted Campaigns Targeted campaigns provide balanced~ information to those people and groups who can exert control on smoking policies and present reasonable and practical alternatives to bans. Key areas for targeted campaigns are public transport, leisure facilities and workplaces. If however, members find themselves propelled unexpectedly into a campaign, the relevant section can be used~as an individual unit. 1. Attitude Research To inform the public successfully about ETS, markets must first measure public attitudes. It is impossible to manage a problem effectively without an accurate understanding of its development over time. The scientific measurement of attitudes is also critical in assessing the climate of opinion to whichcampaigns are to be tailored, in gauging the success of campaigns over time and making adjustments to meet changing conditions, and in generating local facts for use in campaigns. Funding of campaigns will also be dependent, in part, on~being able to show clearly that objectives are being met, and if not, why not. Attitudes are likely to vary between the various audiences of campaigns. Therefore, each audience must be separately researched. Key audiences are: The legislators: central government, relevant departments, civil servants and politicians. Those who exert control on smoking policies in the key areas of public transport, leisure facilities and workplaces. The general public. A professional market research agency is essential in providing reliable and~ useful results, and should be a key resource for NMA and lead company, management teams in tracking the development of smoking issues over time. Page 2

2. Public Campaigns It is this element of the ETS strategy which establishes communication~ with the general public, and imparts the key industry propositions about ETS. These propositions are: ^ ETS is not a scientifically proven cause ofidisease in~non-smokers: ^ ETS is not a significant factor in indoor air quality. ^ Common-sense and courtesy should prevail and the interests of both smokers and non-smokers should be accommodated. The form and content of the public campaign will vary according to local conditions, and particularly with the current level of public concern about ETS and the degree of smoking restriction already in~place. However, there are strong reasons for EACH MARKET to run a campaigni that sets out to educate and inform the public. The degree of intensity and general tone of this campaign will be dependent onithe results of attitude research and local perception of the ETS issue. For markets where ETS is a developing issue: ^ There is only limited time available to establish scientifically reasonable viewpoints on, ETS, and to gain acceptance for practical alternatives to bans. ^ It is far easier to achieve public credibility for industry propositions on ETS while public attitudes are relatively neutral on the issue. ^ Well-planned pro-active initiatives taken now shouUl reduce the need for hasty reactive measures in years to come. For markets where ETS is a well-developed issue: . It is the industry's responsibility to protect smokers from unwarranted social pressure, by clearly communicating the key scientific propositions on ETS. ^ Smokers must not be left to face the allegations of anti-smokers unaided. ^ Pro-active campaigning is rcquired to minimize the severity of restrictions, to address growing public concerns about ETS, and to encourage co-operation between smokers and non-smokers. ^ The success of targeted campaigns, designed to influence those able to pass laws and regulations concerning smoking, is largely dependent on the success of public campaigns. If public opinion is in favour of smoking restrictions or bans, the industry has little chance of avoiding them. A Public Campaign Menu Public campaigns should consist of one or more of the following elements: (1) A brief guide to ETS. Plain language explanations of the key scientific points about ETS for communication to the public. A sample guide is provided. (2) Two scientific guides to ETS covering aspects of indoor air quality, and scientific answers to anti-smoking, claims about ETS. Samples of the two guides are provided. (3) Advertising activities. Successful advertising will almost certainly be required to achieve significant impact on public attitudes. The advertising must bring to life the key scientific facts about ETS, as presented in the general and scientific guides, in ways which capture public interest. This is not a simple matter, and will require the creative resources of an advertising agency. (4) Public relations activities. Public relations activities such as press conferences, public seminars, press releases and direct mail will increase the reach of the public campaign. Face-to-face communication is particularly useful in stimulating interest as it can~ be directed and therefore more effective. (5) Advocacy. Within some markets local scientific support will be of great benefit to campaigns especially if papers from the national scientific community are included. Page 3

(6) Letter writing campaigns. Letters written by the general public to the media for publication, and to certain key individuals such as the legislators have proven themselves an effective way to create public awareness of pending public smoking restrictions. (7) Courtesy campaigns. These have been particularly successful in markets where the public tends to avoid~ extreme points of view. Creativity and persistence are required at all stages of the campaigns. The general clutter of advertising in most markets. provides a:great challenge to find methods of `cutting through' to reach target audiences. It is essential that the industry does so. It is also vital to establish relationshipss with members of the media such as journalists and publishers. Their 3. Targeted Campaigns Targeted~campaigns are recommended to address specific sectors of industry. They are designed to prevent or mod'ifyy proposed smoking bans on all forms of public transport, in leisure facilities and at workplaces. The campaign strategy is to provide information and support to policy-makers in business and government, to resistt pressure for smoking restrictions. It is important that policy-makers are exposed to scientifically based information on ETS as early as possible, to allow the development of realistic views about ETS. Anti'-smokers use information which is sometimes questionable, and often presented in a sensational manner. The Industry's campaign needs to be, in contrast, founded on facts, notopinion, its arguments fully verified and research-based. Much research has been done demonstrating the minimal quantities of ETS in indoor air, the critical role of ventilation, systems in ensuring clean indoor air, and the generally low level of public support for smoking restrictions. Page 4 co-operation is essential in publicising a full ETS debate. The question of funding may prove difficult. Advertising can be expensive, and~ manufacturers may be reluc;ant to commit resources to corporate affairs advertising in the way they generally commit to brand marketing programmes. The challenge is to convince manufacturers of the critical need for corrnmunication on ETS and~ the need to provide adequate funding. COMMITMENT FROM THE MANUFACTURERS IS CRITICAL. In order to gain this vital commitment and funding, markets could present international case studies of markets which failed to take the initiative on ETS, and suffered the consequences, or by demonstrating declining public attitudes towards ETS through attitude research. This is reflected! in the sample guidess provided covering public transport, air travel,,leisure facilities and workplaces. The level of anti-smoking activity directed at the various areas will vary between markets, and over time within markets. In sectors where ETS is a developing issue:  lf anti-smoking, activity in any of the three sectors is yet to become significant, the industry should simply extend the Public Campaign by communicating information from the public campaign, general and scientific guides, directly to the relevant target audiences. In sectors where ETS is a well developed issue: • If anti-smoking activity in any of the three sectors becomes more significant, the industry, needs to implement specific campaigns directed at the target audiences.

A Targeted Campaign Menu Targeted campaigns should consist of one or more of the following elements: (1) A brief guide to ETS. (2) Two scientific guides to ETS. (3) A guide to smoking issues in~ the specific sector, public transport, airlines, leisure facilities and the workplace. These guides should: clearly present industry arguments against bans and provide reasonable and practical policy alternatives. Sample guides are provided. ETS information packs could then be made up from~ the relevant guides and given to the target audiences. (4) Advertising activities. Advertising these guides in specialist media will bring them~to the attention of the target groups. The form of advertising may require target groups to request the information, or, it may be informing them that the relevant guides and support material will be mailed to them within a given timee period. (5) Public relations activities. The guidess and supporting materials can be communicated to the target audience by meetings, direct mail'4 placing prepared editorial matter and advertising in specialist mediay and through briefing of journalists. The importance of maintainingg relationships with members of the media cannot be overstated. Additional! relevance may be given to the material by the collection of local data, and local! expert opinion which may carry greater weight. Opinioni surveys, air quality testing and expert witnesses have all proven effective in presenting industry information. WHAT NEXT? The results of the public and targeted campaigns should then be measured through attitude research, to gauge their success and'~ to make adjustments for changing conditions. This process of Further information on these techniques is available through INFOTAB. . Target Groups The audience for targeted campaigns are those people or groups who can exert control over or advise on smoking policies in public transport, leisure facilities and workplaces. Legislators: central government, relevant departments, civil servants and politicians. Local government officals elected representatives. For public transport: All transport authorities, transport company management, passengers and passenger associations, tourist authorities and associations, public media, travel and tourist media and transport employees unions. For leisure facilities: Companies owning restaurants, hotels, theatres, cinemas; entertainment complexes and other public leisure facilities. Managers and owner managers of similar establishments, employees who would have to enforce smoking regulations, smoking customers andi others not favouring restrictions, trade associations, trade media, public media and tourist organizations, companies and media. For workplaces: Senior managers, personnel managers, workplace administrators, trades union officers, employee representatives, management media and public media. All markets need~ up-to-date lists of target audiences, to allow attitude research and accurate communincation of campaign, material.. attitude research, public campaigns and targeted campaigns is a continuous cycle;; iti is aimed at, increasing awareness of the industry's position on ETS within the prevailing,local climate. INFOTAB 11990/91 Page 5

Pro-Activity Produces Benefits Severali benefits are gained from taking a pro-active approach to ETS campaigning:  The industry takes the lead position on ETS. Anti-smoking groups are forced onto the defensive.  The public and policy-makers gain a greater understanding, of the science of ETS, and are therefore likely to take a more reasonable and practical approach.  Smokers are protected from un- reasonable social pressure.  Industry alternatives for public smoking policies are given a greater chance of being recognized and adopted. Page 6

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Sample Press Statement The Journey Ahead. Smokers and Non-Smokers on Public Transport Passengers may boycott smoke-free transport PLACE, DATE -- Discriminating against smokers - rather than making arrangements to suit everyone - risks alienating a large proportion~of potential passengers. Travellers who smoke may chose to switch to other carriers which accommodate both smokers and non-smokers: The potential financial risks of a public smoking ban are pointed out inThe Journey Ahead. Smokers and Non-Smokers on Public Transport, a new publication by ....................................... Smoking and non-smoking travellers have co-existed in peace for years, and the provision of smoking and non-smoking zones, as well as good ventilation,, should head off any problems non-smokers might have with smokers. Travelling can be stressful; people who smoke should not be forced to stop just because they are travelling. For further information, contact: Name Address Telephone 2V ZV' 4 0 ~

r Sample Press Statement . Up and Away. Smokers and Non-Smokers on Aircraft PLAGE, DATE -- A smoking ban on long-haul flights in the United States is not expectedi to result in clean air in cabins of commercial aircraft, according to an expert on indoor air quality. In the vast, majority of cases, poor indoor air quality is caused by inadequate ventilation, often coupled with air contaminated by a variety of pollutants. These surprising conclusions were presented in Up and Away. Smokers and Non-Smokers on Aircraft, a new publication by ......................... The publication also notes that airline smoking bans can threaten a company's bottom line: customers who cannot smoke in flight may choose airlines where they can exercise their preference. Some airlines have even reversed smoking bans. The Austrian,based Lauda Air and Guernsey Airlines are two of them. Swissair has gone on record as saying that it would not impose a smoking ban on short-haul flights like its neighbours in France - Swissair proudly claims that the cabin air is entirely changed and purified every 90 seconds. For further information, contact: Name Address Telephone i'i