Philip Morris
Project Brass A Plan of Action for the Ets Issue
Fields
- Type
- REPT, REPORT, OTHER
- CHAR, CHART, GRAPH, TABLE, MAPS
- Area
- MERLO,ELLEN/OFFICE
- Site
- N343
- Request
- Stmn/R3-014
- Recipient (Organization)
- PM, Philip Morris
- Document File
- 2023329352/2023329594/Missing
- Named Organization
- American Scientist
- Barrons Natl Business + Financial Weekly
- Broadcasting
- Business Week
- Cahners Direct Mail Services
- Chamber Executive
- Chief Executive
- Cmg Information Services
- Compmark
- Compuname
- Council of State Governments Mailing Lis
- Crain
- Customized Mailing Lists
- Dealers Digest
- Duns
- Economist
- Editor Publisher
- Entrepreneur
- Entrepreneurial Women
- Epa, Environmental Protection Agency
- Forbes
- Fortune
- Fred Woolf Lists
- Harvard Business Review
- Inc
- Journal of the American Medical Assn
- Journal the Lawyers Magazine
- Karl Business Lists
- Leo Burnett
- Marketing Insights
- Medical News
- Medical Times
- Natl Assn of County Officials
- Natl Conference of State Legislatures Go
- Natl Journal
- New Republic
- Newsweek
- Nra
- OSHA, Occupational Safety & Health Administration
- Parade
- Pentons
- People
- Public Relations Journal
- Publishers Weekly
- Research Development
- Research Information Systems
- Research Projects
- Restaurant Institutions Magazine
- Romans
- S+P
- Science News
- Scientist
- Time
- Tv Guide
- US Medicine
- US News + World Report
- US Weekend
- Wa Journalism Review
- Wall Street Journal
- Women in Business
- Zeller Letica
- American Medical News
- Litigation
- Stmn/Produced
- Author (Organization)
- Leo Burnett
- Characteristic
- CONF, CONFIDENTIAL
- Date Loaded
- 05 Jun 1998
- UCSF Legacy ID
- gin58e00
Document Images
PROJECT BRASS
A PLAN OF ACTION FOR THE ETS ISSUE
PRESENTED TO:
PHILIP MORRIS
MARCH 23, 1993
CONFIDENTIAL
LEO BURNETT
z.
BACKGROUND
0 ON JANUARY 7, 1993 EPA ISSUED A REPORT CLASSIFYING
ENVIRONMENTAL TOBACCO SMOKE (ETS) AS A GROUP "A'
CARCINOGEN
- LINKED ETS TO INCREASED RISK OF LUNG CANCER
- POSITIONED ETS AS A PUBLIC HEALTH THREAT
0 FOR THE FIRST TIME, REPORT PROVIDES ALLEGED PROOF OF LINK
BETWEEN ETS AND CANCER
- HOWEVER, ETS ISSUE HAS BEEN AN ISSUE FOR A LONG TIME
. VISIBLE, ANNOYING, AND OFFENSIVE TO SOME
- HAS BEEN EMOTIONALLY CHARGED ISSUE
o Now WITH THE EPA STUDY, WE ARE ON THE DEFENSIVE
- ANTIS HAVE NEWS, THE MOMENTUM AND ARE CARRYING THE ISSUE
FORWARD
Page 2
CPMPpb.dp
0
f
LEO BURNEIT
IMPLICATIONS
0 NON-SMOKING LOBBY HAS A NEW STRATEGIC WEAPON WITH EPA
SCIENTIFIC REPORT
- SHIFTS ARGUMENT FROM 'PERSONAL CHOICE" TO 'SMOKING IS
UNHEALTHY FOR EVERYONEff
0 ARMS ANTIS WITH SCIENTIFIC PROOF TO GO TO OSHA
- SEPARATE ETS FROM OTHER AIR QUALITY CONCERNS
0 BREAKTHROUGH NEWS HEIGHTENS VISIBILITY OF ISSUE
- FUELS EMOTIONAL HYSTERIA OF ANTIS
. WHITE HOUSE BANNING SMOKING, ETC.
0 WILL LIKELY ACCELERATE EFFORTS TO PROHIBIT/RESTRICT SMOKING
FURTHER
- PUBLIC PLACES, STADIUMS
- OFFICE BUILDINGS
0 ALTERS IMAGE OF SMOKER
- BAD FOR HIM/HER, TO "SMOKER" IS BAD FOR ALL OF US
0 PUTS FURTHER PRESSURE ON VOLUME/REVENUE/PROFIT TRENDS
~ Papt 3
CPMPpb.dp
n
LEO BUR\E1T
THE ISSUE
0 HOW DO WE PRO-ACTIVELY DEVELOP A LONG-TERM PROGRAM WHICH
ADDRESSES THE HIGHLY EMOTIONAL ETS ISSUE AND THE CONCERNS
OF SMOKERSNON-SMOKERS?
- WE SEE THIS EPA REPORT AS:
. ALLEGED SCIENTIFIC BASIS FOR MORE REGULATION
. "RATIONALEO FOR EMOTIONAL ISSUE
. CATALYST TO RAISE VISIBILITY OF ETS
. SHORT-TERM CRISIS
- HOWEVER, WE BELIEVE EPA REPORT IS NOT THE GLOBAL, LONG-
TERM ISSUE
. AFTER ALL, EPA REPORT WAS IN RESPONSE TO LONG-STANDING
ETS ISSUE
. THERE MAY BE FUTURE REPORTS OF THE SAME NATURE
. AND WITH OR WITHOUT MORE SCIENTIFIC PROOF, ISSUE WILL
REMAIN AT THE FOREFRONT OF ANTIS AGENDA
P.pe 4
CPMPpb.dp
R
LEO BUR\ETT
OBJECTIVES
0 IN THE FACE OF NEW REPORT, PM HAS STATED TWO CORPORATE
OBJECTIVES:
1. ffFORESTALL FURTHER PUBLIC SMOKING RESTRICTIONS/BANS.'
2. 'CREATE A DECIDED CHANGE IN PUBLIC OPINION. DEVELOP AN
ATMOSPHERE MORE CONDUCIVE TO SMOKERS WITH THE GENERAL
PUBLIC AND FOR SMOKERS THEMSELVES.lw
o ALSO, AN URGENCY TO 'RE-DEVELOP THE NON-SMOKERS CONSENSUS
FOR SMOKERS RIGHTS' THAT EXISTED PRIOR TO ETS CONTROVERSY
- EMPHASIS ON "'GENERAL POPULATION'
- SECONDARILY, GOVERNMENT OFFICIALS, EMPLOYERS, LABOR
UNIONS, ETC.
o LBCo IS IN AGREEMENT WITH THESE OBJECTIVES
- HOWEVER, BELIEVE WE HAVE FRAMED THE ISSUE AS BROADER THAN
EPA REPORT
- WILL IMPACT STRATEGIC APPROACH TO ISSUE
Page 5
CPMPpb.dp
0
LEO BURNETf'
OUR MISSION
0 COMMUNICATE A BALANCED PERSPECTIVE ON THE ETS ISSUE SO AS
TO SHIFT THE FOCUS FROM THE EPA REPORT IN THE SHORT-TERM
AND OFFER PRACTICAL SOLUTIONS IN THE LONG-TERM
0 SOLICIT THE DESIRED REACTION FROM THE IDENTIFIED AUDIENCE
SO AS TO COUNTER THE ANTIS EFFORT
- RESPONSE ORIENTED ISSUE
~ P.pe 6
F1
CPMPpb.dp
LEO BUR\E7T
,.~;g, ., z:.
OUR APPROACH
o FIRST, SEGMENT POTENTIAL AUDIENCES BY:
- BELIEFS
- PROFESSIONAL RESPONSIBILITIES
- POSSIBLE "CALLS TO ACTION°
0 SECONDARILY, REVIEW ALTERNATIVE STRATEGIES AND THEIR
RELEVANCE TO/IMPACT ON THE AUDIENCE
o LASTLY, DISCUSS THE IMPORTANCE AND POTENTIAL IMPACT
AUDIENCES MIGHT HAVE
- PRIORITIZE FROM AN OVERALL PERSPECTIVE
~ P.ye 7 ~-/
CPMPpb.d `p
LEO BUR\ETT
ASSUMPTIONS
THE AUDIENCES:
o ARE AWARE OF ETS AND KNOW THAT A SIGNIFICANT SEGMENT OF
PEOPLE FIND IT ANNOYING AND OFFENSIVE
0 HAVE HEARD, AT LEAST SECOND HAND, ABOUT THE EPA ETS REPORT
0BELIEVE THE EPA ETS FINDINGS
O RECOGNIZE THAT THIS IS AN EMOTIONALLY CHARGED, LONG-TERM
ISSUE
0 WANT 'PRACTICAL, RELATIVELY EASY TO IMPLEMENT' SOLUTIONS
THAT WILL ACCOMMODATE THE GREATEST NUMBER OF PEOPLE
~ P.9e a ~
P
ceMPpb.a ~`'l
LEO BURNETf
