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PRESENTATION OUTLINE I. "CIGARETTE ETIQUETTE" CAMPAIGN -- Introductory Comments -- Objectives -- Strategy (Copy & Media)- -- Show Two (2) Prototype Print Ads II. "FREEDON IS CHOICE" CAMPAIGN -- Introductory Comments -- Objectives -- Strategy (Copy & Media) -- Show Two (2) Prototype Print Ads

INTRODUCTORY._COMMENTS- We will present.two advertising campaign concepts: First, one that speaks directly to the smoking annoyance problem - as outlined in the Institute's document". 0 0 o . o~ -2- ~ • ao 0 J 0

I. Our first stated objective is to head off the social ostracism of smokers in public places. We see that threat as serious but perhaps not all that serious. If the fear of cancer, heart disease, emphysema could not .dimish the popularity of smoking, we somewhat doubt that social segregation can. -Smoking has also stood up to: confiscatory taxes ... the television ban ... the tar & nicotine.derby. We believe smoking is stronger than"all its foes in.and out of government. - .Nonetheless, we must be alert to the danger and we must be prepared, strategic, united and strong. We do not mean to minimize the threat. But we are.wary of over-reacting to the point where we put ammunition in the muskets of the enemy. II. The second stated objective -- adding credibility to the Tobacco Institute -- as a public spirited spokesman -- is -3-

/ more properly the primary objective. This factor of credibility is absolutely crucial in arguing the merits of our own case. We have an excellent case to make., but we lack the persuasive lawyer to make it. Our Cox. Our Jaworski. The truth is that the issue has yet to have a fair trial in the court of public opinion. The prosecution has been able to convince'a number of people of the dangers of smoking to non-smokers, virtually without opposition, because of this credibility gap. The government and the Health Organizations are considered to .be acting in the public interest while the Tobacco Institute is considered to be strictly a vested interest: There is a way that the Tobacco Institute can oppose the threat of socia3l ostracism in a way that will add to its credibility. III. The way is'not through paid messages alone, in print media, signed by the Institute, as they are presently planned. The perils in such a course aren A.- Content. matters. Facing the issue head-on might only inflame The message could seem self-serving. B. Sponsorship. °o As we have discussed, a straight defense ~ ~ 0 would be less than persuasive over the Tobacco Institute OD a -4 N -4-

signature. C. Paid advertising is itself somewhat suspect. There is reason to believe that public relations methods could equally carry the load of direct defense, with advertising in support. I . ---- ____-~-- --- - -- _.- . _ _ ------. .-_ IV. The Tobacco Institute's "fall-back" strategy of separate smoking sections in public places would be our main tA rvSi. We would strenuously urge the Tobacco Institute to come out in favor of ."Equal Rights" for smokers and non-smokers alike, with special emphasis on benefits to non-smokers. Such a course could redound to the industry's benefit in two ways: A.. It could recover lost ground where smoking is now often-banned altogether: B. It could add to the credibility of.the Tobacco Insti- .tute. By.disseminating massive public information for the benefit of smokers and non-smokers alike, we could de-fuse opposition and take the wind out of certain legislators' sails. -5-

We see this program implemented by both paid advertising and public relations, indeed signed or endorsed by the Tobacco ; Institute, enunciating a "fairness doctrine" for the public at large, whether they do or do not smoke. ~ V.- Where to smoke and when to smoke is more a matter of courtesy than law. We would like to see a revival of the question, , "Do you mind if I smoke?" We would like to see "Rules of.the Road" for courteous smoking.. We should agree and state that - I closed and•crowded.places like elevators should be off limits for smoking. Otherwise, in. ~{gf,~ places with'proper ventilation, l/ ~T' there can be no legitimate objection to smoking. This courtesy approach lends itself to both advertising and public relations implementation, particularly through The Emily Post Institute and similar artiters.of.etiquette. A light' tone, even humor,.could help cool the,issue. Of course, there are.obvious perils in this recommended approach. The Institute would be placing in the hands of the "enemies" the type of material that they themselves have been using against us. We do not,'however, see this as a major peril.. The Insti- tute - .- tute will be merely saying what_the enemy is already saying ... but we'll be sayirig it in a much more imaginative and unexpected way. And, the fact the Institute itself is the spokesman is what makes it.truly remarkable. In sum, we see credibility as the most urgent goal; we see Equal Rights as the appropriate strategy. We see courtesy as

the appropriate tone and intensity, avoiding shrillness and . hyperbole. (Ask for lights to be lowered and place Acetate #l on overhead projector.) To summarize then -- Our objectives are to:. 1. Head off social ostracism of smokers in public places. 2. Build credibility for the Tobacco Institute as a public spirited spokesman. (Place Acetate #2 on projector) Our copy strategy is to: 1. Use TI's fall-back strategy of advocating separate smoking sections in small, crowded, poorly ventilated public.places. ~ . . _ 2. The Tobacco Institute would come out in favor of.equal a rights for smokers and non-smokers alike. 3. Smokers would be urged to follow "rules of the road" for courteous smoking. 4. The key in this strategy is that by the Tobacco Institute unexpectedly talking to smokers in the best interests of non-smokers, it becomes newsworthy and praise-worthy, and of high level interest to the reader.- -7-

(Place Acetate #3 - Media Strategy - on projector) `We think this courtesy approach lends itself to both advertising (print and outdoor) and public relations - e.g., through the Emily Post Institute and similar arbiters of etiquette., (Show 2 print ads) copy for each ad follows ~

"COURTESY" CAMPAIGN Copy - Ad #1 Cigaretiquette. It Makes Smoking a Pleasure for Everyone. e We-believe in equal rights for non-Imokers and equal space for smokers.* Because whether_ you smoke or not, you're entitled to equal consideration. And~for this reason we suggest that people who do smoke should be concerned about people who don't.. In theatres, or_on trains and buses.and planes. Wherever you smoke, observe some cigaretiquette. Enjoysmoking,. .but remember.that not everyone does. The Tobacco Institute

"COURTESY" CAMPAIGN Copy - Ad #2 Smoking has its time and place. But not in someone else's face. Of course, smoking is enjoyable. But not to everyone. Especially where there's too little air and too many people. That's when smoking can sometimes be an annoyance. Why not look for the smoking area or ask.the old question: do you mind if I smoke? And don't blow your smoke where it isn't wanted. So simple'. Yet so. appreciated. _ Mind your Cigaretiquette. Make smoking a pleasure for everyone. The Tobacco Institute