Philip Morris
Smoker Issues Managing the Social Climate for Tobacco Use
Fields
- Area
- CORPORATE AFFAIRS BRUSSELS/INTERNAL ARCHIVE
- Type
- SPCH, SPEECH, PRESENTATION
- CHAR, CHART, GRAPH, TABLE, MAPS
- Attachment
- 2501342761/2501342785
- Site
- E41
- Request
- Stmn/Rl-002
- Stmn/R1-048
- Named Organization
- Ass Fumatori
- Calumet De La Paix
- Cec
- Coalition Against Bad Science
- Eec, European Economic Community
- Eleftheria
- Etuc
- European White Collar Union
- Eurotoques
- Forest
- Hen Ry
- Horeca Assn
- Hotrec
- Iarc
- in Market Blue Collar Unions
- in Market Employers Federations
- in Market Horeca Assn
- Int Hot Ass
- Intl Flight Attendants Assn
- Intl Horeca
- Nma
- Pipa Club Bcn
- PM-Eec, PM-Eec
- PM-Eema, PM-Eema
- Pmi, Philip Morris International
- Srb
- Srg
- Tabac
- Tuttinsieme
- Unicef
- World Tourism + Travel Council
- Adicta
- Calumet De La Paix
- Document File
- 2501342685/2501342804/Ets Communications
- Author (Organization)
- PM Co
- Litigation
- Stmn/Produced
- Characteristic
- ILLE, ILLEGIBLE
- MARG, MARGINALIA
- Date Loaded
- 05 Jun 1998
- UCSF Legacy ID
- lwu39e00
Document Images
THIRD PARTY (AVOIDANCE) STRATEGY: TRANSFORMING ETS DEBATE FROM HEALTH
ISSUE (UN-WINNABLE) TO SOCIAL ISSUE (WINNABLE).
P
CURRENT I POTENTIAL TITiRD PARTY ALLIES
WORLD TOURISM & TRAVEL COUNCIL
INTERNATIONAL FLIGHT ATTENDANTS' ASSOCIATION
INTERNATIONAL HORECA; EUROTOQUES; HOTREC; INT. HOT. ASS.
VARIOUS IN-MARKET HORECA ASSOCIATIONS
CEC (EUROPEAN WHITE COLLAR UNION); ETUC (BLUE COLLAR)
UNICE & VARIOUS IN-MARKET EMPLOYERS' FEDERATIONS
VARIOUS IN-MARKET BLUE COLLAR UNIONS
KEY. TAILORED "STAKE" I1V DEBATE FOR EACH
OTHER USEFUL STRATEGIES
~ THE NEGATIVE US EXAMPLE - POSITION HARSH BANS AS TYPICALLY AMERICAN
EXTREMISM UNSUITED TO THE EUROPEAN MENTALITY/PHILOSOPHY (BROADCAST
B-ROLLS ON US PURITANISM AND EUROPEAN TOLTRISTS)
J ENLARGE DEBATE TO DISCRIMINATION ISSUE - EUROPEAN ATTITUDES STILL
TOLERANT HERE (MARKETABLE SURVEYS PLANNED FOR END-1993 AND 1994)
~I SMOKERS' CLUBS: A MORE ACCEPTABLE SOURCE FOR INFORMAT[ONICOMMENTS
ON SMOKER/NON-SMOKER RELATIONS. BEST PROGRAMS (ITALY, GREECE,
SCANDINAVIA) INJECT HUMOR INTO TI-iE DEBATE.
~.RITS :
THE SITUATION IN THE EC
I
EXISTING SRGS
SRGS PLANNED
NO SRGS
00
o A
~
H
THE SITUATION
UK/DK: GROUPS ARE WELL-ESTABLISHED AND ACTIVE, HAVE GOOD
MEMBERSHIP, GOOD VISIBILITY, SOME INFLUENCE.
I/GR/NL: GROUPS HAVE STARTED N''V'ELL, ARE ACTIVE AND VISIBLE AND GAINING
CREDIBILITY.
E/F: SITUATION IS NOT SATISFACTORY, BECAUSE DEMOTIVATION OF
GROUPS AND COIIZPETITION BETWEEN THEM.
B/P: PM WORKING ON PROJECT FOR CREATION OF SRG.
D/IRL: NO SRG EXISTING NOR PLANNED.
CONCLUSION: SRG'S ARE VIABLE 3'ACTICALLY COUNTRY-TO-COUNTRY BUT TOO SOON TO
RECOMMEND A REGIONAL APPROACH
vLCZv6T OSZ
ETS: COMMUNICATIONS STRATEGIES RESEARCH
:
CONTEXT: PHILIP MORRIS EEC RAN A'UVELL-ACCEPTED PAN-EUROPEAN
"COURTEOUS SMOKYNG" ADVERTISING CAMPAIGN IN 1989-1990, WHICH
ELICITED 2,500 DIRECT MAIL RESPONSES.
CREATIVE ARTWORK FOR 1991, 1992 CAMPAIGNS "DIED" IN NEW YORK.
CONTEXT: CAMPAIGNS RUN BY NMA'S IN EUROPE HAVE VARIED WIDELY IN
STYLE, CONTENT, TONE, "ACCEPTABILITY" AND REGULARITY. NO
CLEAR IDEA ON WffAT WORKS, WHAT DOESN'T. ALSO: NEED TO
ESTABLISH WHETHER ADVERTISING AS A VEHICLE STILL WORKS ON
ETS ISSUE. IF IT DOFS, NMA/PM ACTION SHOULD BJE MORE
CONTINUOUS.
SLLZvciOSZ
OBTECTIVES OF RESEARCH:
x
IDENTIFY ROUTES (ADVERTISING OR OTHER) WHICH HELP "CALM" THE
DEBATE OVER SMOKING IN PUBLIC
DETERMINE THE MESSAGE AND TONE OF VOICE WITH WHICH TO ADDRESS
"OPEN M[NDED" NON-SMOKERS
MEASURE DEGREE OF POTENTIAL COMMONALITY ACROSS EUROPEAN
TARGET AUDIENCES
THUS...
ASSESS FOR EFFECTIVENESS CAMPAIGNS WHICH HAVE BEEN EMPLOYED IN
THE PAST; AND
EXPLORE OPTIONS WHICH HAVE NOT BEEN EMPLOYED (DISCRIMINATION;
ANTIS AS A LOBBY; COMPARATIVE PRIORITIES).
9LLZtrEtOSZ
ETS: COMMUNICATIONS STRATEGIES RESEARCH
RESEARCH 1VIETHO OLOGY
SCOPE: STUDY WILL TAKE PLACE IN
- UNITED KINGDOM
- GERMANY
- ITALY
- FRANCE
- SPAIN
- NORWAY
AUDIENCES: SIX SOCIO-ECONOMIC GROUPS
- MATURE A-B (35-60) MALE BUSINESSMEN
- UPCOMING B (25-35) MALE BUSINESSMEN ,
- SENIOR AB (35-60) FEMALE BUSINESSWOMEN
- FEMALE (Cl) CLERICAL/SECRETARIES
- FULL-TIME FINAL YEAR DEGREE (20) COURSE STUDENTS
- BLUE COLLAR MALE WORKERS
LLLZtrE1asz
MESSAGES: - THE INDUSTRY ACCEPTS THAT SMOKING IS A RISK FACTOR
- SMOKING DOESN' T HAVE TO BE A CONFLICT IF PEOPLE ARE
COURTEOUS
- SMOKERS ARE PEOPLE, TOO
- SEPARATE AREAS WILL REDUCE THE CONFLICT
- BETTER VENTILATION IS THE ANWSER
- YOUTH PROTECTION
13LLZVEiOSZ
PROGRAM IMPERATIVES
~J ISSUE NEEDS TO BE.FOUGHT IN A CROSS-DISCIPLINARY FASHION, NOT C.A. ALONE
~1 TREAT LIKE A LONG-RANGE BUSINESS ISSUE, LIKE CAPACITY PLANNING
~1 FOCUS ON SOCIAL ISSUES, NOT HEALTH ISSUE
~ FOCUS ON HUMAN RESOURCE REQUIREMENTS NEEDED TO FIGHT ISSUE
~J CONSISTENCY AND CONTINUITY OVER TIME
~I STRONG NMA OR EXTREMELY LABOR-INTENSIVE PM PROGRAM
~I CREATIVITY (MESSAGES AND EXECUTIONS)
~J USE RESEARCH RESULTS AS TAKEOFF POINT FOR FUTURE FYTORTS
~I REAL INTEREST AND INVOLVEMENT OF HQ AND LINE MGT
6cLztrCI osz
I
EC INSTITUTIONS ON ETS
COMMISSION : "WHAT WAS PREVIOUSLY CONSIDERED AS SIMPLY A CAUSE OF
DISCOMFORT IS NOW RECOGNISED AS A RISK FACTOR ..."
0
~
~
~
~ PARLIAMENT : "THE INHALATION OF OTHER PEOPLE'S TOBACCO SMOKE HAS
HI BECOME RECOGNISED AS A SERIOUS HEALTH HAZARD"
pi
a
~ 08LMIOS3
~
