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PROJECT PR PART ONE USING CARTOON CHARACTERS TO EDUCATE KIDS ABOUT SMOKINGO . IN A NEW ADVERTISING AND PUBLIC RELATIONS CAMPAIGN SUGGESTED CARTOON CHARACTERS: BUCK DROMEDARIAN AND THE DEEP SPACE CAMELS

;s~+~.~~~441fs! In summary, the new public relations and advertising campaign built around these new cartoon characters i 1 b ~ a~ ~ e ounrc the g public's negative feelings concerning the Joe camel campaign, and by raising funds for the new non-profit foundation. The immediate and tangible result will be a substantial goodwill boost for the company. The cartoon characters we are suggesting, as well as related stories, will be found on the following pages. Patrick Reynolds would like to work together with RJR's ad agency to brainstorm and further develop the new cartoon characters. The suggested cartoon characters, "Buck Dromedarian and the Deep Space Camels," are presented on the following pages.

THE WORKS: PROJECT PR Presented by Patrick Reynolds to Guy Blynn November 2, 1995 The concept for Project PR is in two parts. Either part may be adopted by the company, or both may be adopted.

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"We, the Grand Council of the planet Dromedarius, Humpus sector, order all four of you to return to Earth. Your mission: to see why '; ~~~y ~~ Camels not to start this -- this 'smoking' thing! And now, as a symbol of the long tradition of Dromedarian honor and integrity, we present you with this emblem, as a reminder of your primary mission --' As he speaks, Zovar holds up the international no-smoking symbol for them to see, and with a wave of his hand, it is transferred onto each of their spacesuits, across their chests, like Superman"s [Note: This symbol will also provide a clear visual message that these camels advocate NOT smoking, an important point to make with the cartoon show's primary audience, kids. The symbol will also help us to successfully license the Camels as toys later. Pending further discussion, tags on all toys could have fine print which reads, "Made with the approval and permission of RJR."] "You will leave for Earth -- tomorrow!" Zovar concludes.-Buck and his friends can't help exchanging grins. That night there are sad but brave goodbyes to their parents and siblings. The next morning our four teen camels blast off and hurtle quite happily and excitedly toward the stars, and into the great unknown stretching out before them. Once they arrive on Earth, the adventures of BUCK DROMEDARIAN AND THE DEEP SPACE CAMELS multiply, as our four intrepid bi-peds interact with Earth'teens, and combat the forces of evil on Earth-- fighting crime, government and corporate corruption, and plenty more. • Very long on fun, adventure and hilarity, and short on messages, our superheros are playmeisters all, and have tremendous amounts of fun, throughout all their many zany and famed exploits on Earth. N m .7

PART ONE IN A NEW ADVERTISING AND PUBLIC RELATIONS CAMPAIGN SUGGESTED CARTOON CHARACTERS: BUCK DROMEDARIAN AND THE DEEP SPACE CAMELS The concept is to develop one or more new cartoon characters who have a mission to educate children and teena ers about smoking, and to use them in a new public service adverti-sing campaign, as well as in a public relations campaign. Pending approval by the company, these new cartoon characters could. even interact with RJR's Joe Camel characters in some of the ads. The mission of the new advertising/PR campaign will be three-fold: 1. To educate children and youth about smoking. The ad campaign would be targeted at children and teens. 2. To build goodwill for RJR, and to counteract the public"s misgivings concerning the Joe Camel cartoon character. 3. To license the new cartoon characters, for the benefit of a new company to be set up. An in-house licensing specialist will be hired to license the characters in the following areas: Animated or live action television series Feature film and sequels Music and music videos Toys Trading cards Stuffed Animals T-Shirts and other garments Video Games Interactive CD-ROM games Live appearances by the characters As it might be unseemly for the company, we recommend that RJR not benefit financially from these licensing endeavors, and that it instead donate its share to a new non-profit educational group, yet to be formed. RJR will have final approval over the exact terms of all licensing deals, and may oversee the development and implementation of each. RJR may also direct how its donations to the non-profit will be used.

THE SECRET FORMULA FOR OUR MAIN CHARACTERS type, is a classic formula for success in films and TV. (Ideally, a person wants to be a combination of all three.) Our characters lean just slightly in the direction of being fat, thin and athletic; they are not extreme caricatures of these types. MESOMORPH Athletic build, thinks he knows what's best for the group, wants to lead, show everyone how. Outgoing, likable, but needs to listen. ECTOMORPH ENDOMORPH Thin frame, gaunt! Tends to be fat, cheeks. Analytical, very caring about in his head a lot. others, aware of and Less in touch with talks about feel- feelings and body. ings, sometimes too Can seem aloof. much! Loveable. * * * * * * * * * * * BUCK DROMEDARIAN AND THE DEEP BPACE CAMELB , BUCK THE COWARDLY LION LUKE SKYWALKER MANNY WAII MUDA t * * * ~ * * * * * * THE WIZARD OF 02 THE SCARECROW THE TIN MAN * * * * * * * * * * STAR WARS ABBOTT AND COSTELLO R2-D2 CURLY ABBOTT COSTELLO * * * * * ,t * * * * * And so on!

SUGGESTED BIO FOR PATRICK REYNOLDS n Patrick Reynolds watched his father die from cigarette-induced emphysema. Concerned about the mounting health evidence against tobacco, in 1986 this grandson of R.J. Reynolds made the decision to devote his life to educating children and young people about ~ tobacco use, and became, in the words of former surgeon General C. Everett Koop, "one of the nation's most influential advocates of a smokefree America." Over the years, Mr. Reynolds has repeatedly addressed Congress, State legislatures, health conferences, and schools. His many appearances in the national media American figure. have"made him a well known His tour is being sponsored by "Smokefree Kids Forever;" which is sponsored by the R.J. Reynolds Tobacco Company. "Speaking to youth about smoking is the most important work we can do," says Mr. Reynolds. "I'm devoting all my time and energy to that, and will be committed to this work for the rest of my life." In June of '94, Patrick's oldest brother, R.J. Reynolds III, died of emphysema caused by smoking. Their father, R.J. Reynolds Jr., died of the same cause when Patrick was 15.

As stated, RJR will have final approval over guidelines for scripts for all comic books and TV series, and over other licensing ventures. For example, the creative people working with licensees will meet with RJR's team to determine what's permissible. Tobacco executives will not be portrayed as bad guys; if RJR prefers, those characters could be omitted from the script. Patrick Reynolds would, given his preferences, like to put some blame in the stories on the world's politicians for failing to stop kids from buying cigarettes. In this way blame could be deflected to where it really belongs. RJR will make the final decision about this. However -- Mr. Reynolds encourages the RJR team to be as open-minded as possible. Just as Arnold Schwartzenegger, Sylvester Stallone, Clint Eastwood, and other stars have greatly increased their popularity by not taking themselves too seriously and by being self-satirizing at times, RJR can benefit tremendously in the same manner. The more open the RJR team can be, the more popular Buck comics and TV series will of course be with teens -- and the more RJR will be trusted and liked as the "good" tobacco company (see Project Market Share, also part of "The Works"). All this may be seen as a further extension of`RJR's vision in deciding to support the Buck Dromedarian characters. ALTERNATE ANIMALS If a camel is not acceptable to RJR, we could instead go with another animal, while retaining the basic concept and storyline. N ~ m CO