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PHILIP MORRIS INTERNATIONAL INC. INTER-OFFICE CORRESPONDENCE 800 WESTCHESTER AVENUE, RYE BROOK, NEW YORK 10573•1301 CONFIDENTIAL TO: Francisco Moreno DATE: November 4, 1991 , FROM: SUBJECT: Bobby Kaplan A~ Social Acceptability of Smoking in Europe - First Task Force Meeting Below is an outline of discussions held in Paris at the PM France office on Friday, October 25 with Roberto Forero and Otto Baumrucker of Leo Burnett, Andrew White of PM EEMA, Frank Farnel of PM France and myself. Our mandate was to devise a campaign which would foster an; environment in Europe where smoking remains a socially acceptable activity. There was a basic agreement that we would need to move the' public debate and resultant controversy on tobacco from health issues to social issues. We identified two strategies, political and communications, and then we listed target groups for which to apply those strategies. Finally, we identified a series of projects over the next year to achieve our objective. Please remember that this was our first meeting and thus produced only preliminary recommendations. We recognize that our strategies to obtain the above mentioned goal must have short and long-term objectives. A. Objective (Long-term): Smoking as a social issue - preserving the social environment to respect individual choice. B. Strategies: I. Political Strategy - Target Groups 1. Unions. 2. Ministries (i.e., agriculture, labor and 3. finance). Political Parties (i.e., local and national). 4. Government (i.e., Administration). 5. Legislative Assistants (i.e. N , parliament/ministries). cn 0 6. Specialized Media (i.e., union press, social 0 ~ commentaries and political press). N) 0 0% I-A 00

II. Communications (1) Business Leaders a. CEO's b. Associations (i.e., trade, employer and advertising) c. Personnel Managers d. Unions (2) Entertainment Industry a. Producers and Directors b. Television c. Record Industry d. Arts Organizations e. Artists f. Government Cultural Ministries/Institutions (3) General Public and our Consumers (i.e., SRG's) (4) Scientific/Academic Press (5) General Media (i.e., Lifestyle, Business and Dailies) (6) Intellectuals (i.e., sociologists) C. Projects: I. Union Meeting: "Unions in the EEC by the year 2000°; 1. French unions to take lead. 2. Theme: Western.European unions working with Eastern European unions. 3. Nine countries with three delegates each. 4. Journalists from each of the nine countries to~ attend . 5. Advertising campaign after meeting to promote results. 6. Timing - earliest would be February 1992. 7. Location - Paris.

Ii. Intellectuals/Celebrities Conference: "Individual Liberties in the New Europe" 1. 3. Nine countries with two delegates from each. r 4. Advertising campaign after conference to promote Media Personnel, Writers and Actors (i.e., Depardieu/Eastwood). . Profile a spectrum of the "anti's" in modern societies. 5. 6. results. Timing - May 1992. Location - Paris. III. Entertainment Industry Conference: "Looking East and West" 1. Major figures of the entertainment industry from U.S./Western Europe meeting with counterparts in Eastern Europe. 2. Theme: To include discussions of advertising and sponsorship. 3. PM to be sole sponsor (Czechoslovakia government serve as host). ' 4. 500 - 600 delegates expected. 5. Timing - end of March 1992. 6. Location - Prague. IV. Smokepeace '92 1. Theme: Solutions for peaceful co-existence between smokers and non-smokers without government intervention and restriction. 2. 25 - 30 countries represented and 150 delegates total. ' 3. Timing - end of May 1992. 4. Location - Copenhagen.

V. Legislative Assistants Exchange 1. Small groups of legislative aides to key parliamentarians. 2. Meet with counterparts in U.S. Congress and U.S. state legislatures. 3. PM sponsor or through third party organizations (i.e., AECA). 4. Timing - Fall 1992. VI. Campaign for Youth Non-Smoking (ala U.S. Campaign) ' 1. Introduce to Europe. 2. Timing - Fall 1992 through Spring 1993. 3. Location - begin in Brussels, then immediately' fan out. ' VII. Courtesy Campaign (Basta-type) for Smokers (i.e., Responsible Smokers Campaign) 1. Should be part of SRG's plan for solutions between non-smokers and smokers (Smokepeace '92) VIII. Videos 1. Humorous Spectrum of the "anti". a. Advertising campaign to support (i.e., EPC Campaign). 2. Exaggeration of Restrictions on Individual Liberties. a. Advertising campaign to support. IX. Benchmark Survey 1. Update of EEC project. 2. Distribution of results is critical. 3. Ad campaign to support.

All of the above requires development. It is understood that targeted countries agreed upon for the above would be Greece, Portugal, France, Germany, Belgium, Spain, Poland, Hungary and Czechoslovakia. Please respond with your comments. RKK/s17 cc: 0. Baumrucker F. R. A. Farnel Forero White a:BK90