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s i i I r r I I Burson • Marsteller SOCIAL ACCEPTABILITY -1°ROGRA M INITIAL RECOMMENDATIONS FOR SPAIN Prepared by Burson-Marsteller ~ o - Madrid, nuary, 1992 ~ ~-----r- c7 -

Burson • Marsteller I r F SOCIAL ACCEPTABILITY PROGRAM INITIAL RECOMMENDATIONS FOR SPAIN I Prepared by Burson-Marsteller Madrid. Januarv. ;1992

Burson -Marsteller 1. - THE OPPORTUNITY Spain is a microcosm of the social acceptability problem. • On the surface, smoking is socially acceptable. • But there are negative trends: * Governments actions, i.e. ban on smoking in public areas, stricter advertising regulations, etc. * PM survey (1989) shows: - 73% of the Spanish population believe the government should pass laws restricting smoking in public areas. ; - only 34% agree that, with individual courtesy, then there is' no need to have governments rules. * Spain picks up other European trends (i.e. environmental issues) late but strongly. • Opportunity to make a stand and see if we can protect social acceptability. As such could be important testing ground for long run protection of the markets which are most interesting to us globally. I

Burson -Marsteller l. DEFINING THE PROBLEM • Social Acceptability: Smoking is seen to have a legitimate place in society so that smokers are not embarrassed about the choice they have made. They feel welcome and not as pariahs. ; • Original social acceptability was built in a world without health issues. New social acceptability must be built in a world with it. This requires restructuring the context of smoking to include: * The idea of informed choice about accepting risk. * The idea that smoking should not disturb others. * The idea that smoking is something you do in certain places/times. New social acceptability sees smoking as acceptable in a more narrow context, but nonetheless, acceptable.

Burson - Marsteller 3. THE STRATEGY: How to Create the New Social Acceptability • Arm smokers with a message that is acceptable to them and which speaks to underlying important social values. * In U.S.: the right to choose. * In Sweden: The need to maintain social harmony. * In France: The protection of "joie de vivre". * In Germany: Individual liberties. * In Spain: several possibilities, eg: - Individual rights to decide for themselves. - Beware the "antis". - The need to return to courteous social behaviour "la buena educacion". • Focus that smoker message on a) those who must listen to it for their own political and economic interests and b) those with whom one can make a social/ideological allegiance. -HORECA - Unions - Politicians - Reporters - Celebrities ~ Ln 0 0 ~ ~ ~ m 4;% 0 2

Burson - Marsteller 4. THE LOGISTICAL CHALLENGE • A major social idea must be marketed and sold: - Need actions similar to introducing a new brand. - But restricted acccess to many of the powerful tools (eg. advertising, promotion). - Changing social behaviour takes time. • While PM as a company must make it happen, it can not be seen to be the sole force behind all of this: * No need to hide involvement. * But most communications should not occur under PM name. , 1

Burson • Marsteller ~ 5. THE CURRENT SITUATION IN SPAIN • AET The association of the major tobacco manufacturers including Tabacalera. The "Asociacion Espanola de Tabaco" deals with regulatory issues and maintains ongoing dialogue with Industry and Health Authorities. It has no proactive communications programs • Smoker Groups No official smokers groups exist. There are a few, very small, lubs. Several 'ournalists smokers clubs, related to gou ~ rmet c , politicians aand public figures have publicly expressed their opinion in favor of freedom to smoke, when the issue has been debated, but they do not have an organized group. No anti-smoking group has been identified. • Restaurant / Hotels Several hotels have publicized rooms for non-smokers, but there are no hotels or restaurants with smoking prohibitions. Restaurants do not have restricted smoking sections, but permit smoking throughout the establishment. Tobaco is sold in most restaurants as an additional service to clients. • Unions Unions have not publicly expressed opinions on this issue. • Government: National and Regional Spanish regulatory framework has legislation at both the national and the Autonomous Community level. Regional governments such as Catalunya or the Basque community have been more extreme,in their restrictions on smoking. Both levels of government must be considered. • Social attitudes Spanish society has been more tolerant of smokers than other European countries but there is an increase in negative trends: government actions would be supported, according to the 89 PM1 survey, which showed that 73% of the population believe that government should pass laws restricting smoking in public area.~

Burson - Marsteller OBJECTIVE * Create a body of opinion which makes government authorities very wary of smoking restrictions. (short term -- 2 yrs) * Create a social climate where smoking is securely anchored within society despite the health concerns. (long term --5 yrs)

B urson sMarsteller STRATEGIES a) Message: Use research to determine the precise message and test both spokespeople and vehicles. b) Voice: Develop a smoker voice through the selction of key "celebrity" spokespeople and through them the activation of smoker groups. c) Action: Through these groups/people, conduct extensive media relations, political contact, contacts with unions, HORECA, publich magazine to smokers, etc. d) Support: As PM, conduct a courtesy smoking campaign and on- going communications about the minimal hazards of ETS.

Burson • Marsteller A) Message_ The precise message to use in the program should be defined based on research of present attitudes towards smoking. It is important to identify how acceptable, or unacceptable public smoking is to Spanish' adults today in order to determine both the intensity of the program and its message. Key messages to be considered might be: Protect social harmony The message need not be as defensive as messages used in programs !in other countries which were a response to anti-smoking initiatives. The message can be more proactive, to protect the social acceptability that still exists in the Spanish market. Such a program would concentrate on demonstrating how out of hand and irrational other markets have become. a.. "Beware the Anti's or °Qio a los anti's". This "anti" information would be treated in a humorous and light way, explaining the profile of an "anti" personality. Information would include comics, illustrations, cartoons, etc. It would also focus on the value of a b) return to more courteous social behavior, "La buena educacion" including smokers behaviors. Defend the individuals right to decide for themselves. If the research shows that more anti-smoking opinions have developed in Spain, another message to consider would be the right of individuals to decide for themselves, rather than have the government impose restrictions upon them. , CA