PM21
(Corporate image improvement project starting in 1999)
PM21 stands for "Philip Morris in the 21st Century" and was "a long term effort to communicate more openly and assertively with the public about the people, products and programs of the PM family of companies." The actual reasons for the campaign were "to dispel misperceptions" about the company, to help PM "get a seat at the table" and "take our rightful place in the social, political and economic mainstream" (2071720648/0652). The PM21 program encompassed increased promotion and advertising of PM's philanthropic contributions to food banks, domestic violence shelters and youth anti-smoking campaigns. The effect of the PM 21 program was evaluated by financial analysis.