Tobacco Documents Online

Annotations

1. Altman, D. Named Person

• Affiliation:

  Stanford Ctr for Research in Disease P

2. Glynn, T. Named Person

• Affiliation:

  Natl Cancer Inst

3. Bettinghaus, E.P. Named Person

• Affiliation:

  Mi State Univ

4. Blum, A. Named Person

• Affiliation:

  Baulor Univ School of Medicine

5. Butler, J. Named Person

• Affiliation:

  Advocacy Inst

6. Cummings, K.M. Named Person

• Affiliation:

  Roswell Park Memorial Inst

7. Denniston, R. Named Person

• Affiliation:

  Office of Substance Abuse

8. Dresner, D. Named Person

• Affiliation:

  Dresner Sykes Assoc

9. Felix, M. Named Person

• Affiliation:

  Henry J Kaisaer Family Found

10. Glantz, S. Named Person

• Affiliation:

  Univ of Ca

• Affiliation:

  American Nonsmokers Rights Found

11. Harty, K. Named Person

• Affiliation:

  MN Dept Okf Health

12. Hutchings, R. Named Person

• Affiliation:

  Office of Smoking and Health

13. Johnson, L. Named Person

• Affiliation:

  American Public Health Assn

14. Klein, T. Named Person

• Affiliation:

  Ted Klein

15. Kosack, E. Named Person

• Affiliation:

  American Lung Assn

16. Mahood, G. Named Person

• Affiliation:

  Non Smokers Rights Assn

17. Manley, M. Named Person

• Affiliation:

  Natl Cancer Inst

18. Manoff, R. Named Person

• Affiliation:

  Mannof Intl

19. Mcallister, A. Named Person

• Affiliation:

  Ctr for Health Promotion Research and

20. Mcckenna, J. Named Person

• Affiliation:

  Office O

21. Nmeinert, L. Named Person

• Affiliation:

  Nj Health Dept

22. Menichelli, K. Named Person

• Affiliation:

  Benton Found

23. Okeef, A.M. Named Person

• Affiliation:

  Advocacy Inst

24. Pechacek, T. Named Person

• Affiliation:

  Natl Cancer Inst

25. Pertschuk, M. Named Person

• Affiliation:

  Advocacy Inst

26. Pierce, J. Named Person

• Affiliation:

  Office of Smoking and Health

27. Rimer, I. Named Person

• Affiliation:

  American Cancer Society

28. Romano, R.M. Named Person

• Affiliation:

  NCI

29. Sachs, C. Named Person

• Affiliation:

  Benton Found

30. Samuels, S. Named Person

• Affiliation:

  Hery J Kaiser Family Found

31. Schwartz, T. Named Person

• Affiliation:

  New Sounds

• Affiliation:

  Anchor Press Doubleday

32. Shopland, D. Named Person

• Affiliation:

  Natl Cancer Inst

33. Simpson, D. Named Person

• Affiliation:

  British Ash

34. Tannenbaum, S. Named Person

• Affiliation:

  American Cancer Society

35. Taylor, H. Named Person

• Affiliation:

  Louis Harris and Assoc

36. Wallack, L. Named Person

• Affiliation:

  Univ of Ca

37. White, N. Named Person

• Affiliation:

  Mcmaster Univ Health Sciences Ctr

38. Wilbur, P. Named Person

• Affiliation:

  Advocacy Inst

39. Wilbur, P. Named Person

• Affiliation:

  Advocacy Inst

40. Cullen, J.W. Named Person

• Affiliation:

  Natl Cancer Inst

41. Rimer, I. Named Person

• Affiliation:

  American Cancer Society

42. Taylor, H. Named Person

• Affiliation:

  Louis Harris and Assoc

43. Glantz, S. Named Person

• Affiliation:

  Univ of Ca

• Affiliation:

  American Nonsmokers Rights Found

44. Mahood, G. Named Person

• Affiliation:

  Non Smokers Rights Assn

45. Simpson, D. Named Person

• Affiliation:

  British Ash

46. Schwartz, T. Named Person

• Affiliation:

  New Sounds

• Affiliation:

  Anchor Press Doubleday

47. Klein, T. Named Person

• Affiliation:

  Ted Klein

48. Jamieson, K. Named Person

• Affiliation:

  Wadsworth Publishing

49. Campbell, K. Named Person

• Affiliation:

  Wadsworth Publishing

50. Schwartz, T. Named Person

• Affiliation:

  New Sounds

• Affiliation:

  Anchor Press Doubleday

51. Hanauer, P. Named Person

• Affiliation:

  American Nonsmokers Rights Found

52. Barr, G. Named Person

• Affiliation:

  American Nonsmokers Rights Found

53. Glantz, S. Named Person

• Affiliation:

  Univ of Ca

• Affiliation:

  American Nonsmokers Rights Found

54. Mcelwee, D. Named Person

• Affiliation:

  Found for American Communications

55. Pollack, M.M. Named Person

• Affiliation:

  American Journal of Public Health

56. Mattson, N. Named Person

• Affiliation:

  American Journal of Public Health

57. Cullen, J. Named Person

• Affiliation:

  American Journal of Public Health

58. Warner, K. Named Person

• Affiliation:

  Journal of American Medical Assoc

59. Chapman, S. Named Person

• Affiliation:

  Intl Organization of Consumers Unions

60. Warner, K. Named Person

• Affiliation:

  Journal of American Medical Assoc

61. Pertschuk, M. Named Person

• Affiliation:

  Advocacy Inst

62. Hanauer, P. Named Person

• Affiliation:

  American Nonsmokers Rights Found

63. Barr, G. Named Person

• Affiliation:

  American Nonsmokers Rights Found

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Media Strategies for Smoking Control CuIDELINES . f;ft..~t~ M January 14-15, 1988 US Department of Health and Human Services Public Health Service Notional Institutes of Health TITX 0021008

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CONTENTS Introduction 8 What Do We Mean by "Media Advocacy?" 8 What is the Role of Smoking Control Media Advocacy? 1 Basic Principles of Media Advocacy 12 Be Flexible, Spontaneous, and Creative 12 Seize the Initiative/Don't be Intimidated 13 Stay Focused on the Issues 14 Make it Local/Keep it Relevant 14 Know the Medium ~ 16 "Narrowcast," or Target Your Media Messages 16 Make Sure Your Media Know and Trust You 17 Your Best Spokesperson May Be Someone Else 18 Wit and Humor Have Many Uses and Virtues 2 Strategies for Gaining Access to the Media 20 Soft Path and Hard Path 21 Creative Epidemiology 22 Relative Harms of Smoking 22 Localizing Statistics 22 Public Policy Implications 23 Timely Reaction to the General News Environment 23 Turning the Tables of the Tobacco Industry 23 Distortions of Science . 24 Marketing, Advertising, and Promotional Excesses and Abuses 24 The Misuse of Philanthropy 24 Political Excesses 25 Public Policy Initiatives are Newsworthy 26 Promoting Public Policy Role Models 27 Creating News With Created Events 27 Public Service Announcements 28 Paid Advocacy Advertising 3 Strategies for Framing and Seizing the Symbols of the Debate 31 Labeling "We" and "They" 33 Associating Public Policy Objectives With Popular and Legitimate Values and Symbols 34 Characterizing the Scientific Case Against Smoking 34 Characterizing Smoking Control Policies 35 Restrictions on Smoking in Public Places 35 Restrictions on Smoking in the Workplace 36 Restrictions on Cigarette Advertising and Promotion 36 Excise Tax Increases Appendices 37 Appendix A: Selected Media Resource Guides 38 Appendix B: Smoking Control Laws and Policies 39 Appendix C: Creative Epidemiology 43 Appendix D: Selected Papers and Briefs in Support of Principal Smoking Control Initiatives ~X 1p09 Ti

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MEDIA STRATEGIES FOR SMOKING CONTROL GUIDELINES

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ACKNOWLEDGEMENT ; . A two-day consensus workshop convened by the Advocacy Institute for the National Cancer Institute's Smoking, Tobacco, and Cancer..Program was held at the National Institutes ~.- of Health on Januar}i 14-15, 1988. Participants in the January conference included: David~Altman Stanford Center for Research in Disease Prevention Erwin P. Bettinghaus Michigan State University Thomas Glynn National Cancer Institute Kathy Harty Minnesota Department of Health Alan Blum Baylor University School of Medicine; Doctors Ought to Care Judy Butler Advocacy Institute K. Michael Cummings Roswell Park Memorial Insitute Robert Denniston Office of Substance Abuse Prevention Dick Dresner Dresner-Sykes Associa tes Michael Felix The Henry J. Kaiser Family Foundation Stan Glantz University of California Robert Hutchings Office of Smoking and Health Lenora Johnson American Public Health Association Byron Kennard • Author Ted Klein Ted Klein and Company Ellie Kosack American Lung Association Garfield Mahood Non-Smokers' Rights Association Marc Manley National Cancer Institute Richard Manoff Manoff International TITX 0021011

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Alfred McAllister Center for Health Promotion Research and Development Jeffrey McKenna Office of Cancer Communications, NCI Larry Meinert New Jersey Department of Health Karen Menichelli Benton Foundation Anne Marie O'Keefe Advocacy Institute Terry Pechacek National Cancer Institute Michael Pertschuk Advocacy Institute John Pierce Office of Smoking and Health Irv Rimer American Cancer Society Rose Mary Romano Office of Cancer Communications, NCI Carolyn Sachs Benton Foundation Sarah Samuels The Henry J. Kaiser Family Foundation Tony Schwartz New Sounds, Inc. Don Shopland National Cancer Institute David Simpson British ASH Stanley Tannenbaum American Cancer Society Humphrey Taylor Louis Harris and Associates, Inc. Larry Wallack University of California Norman White McMaster University Health Sciences Centre Phillip Wilbur Advocacy Institute ,~ITX 0021012 u

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0 FOREWORD The Surgeon General's recent report on nicotine addiction underscores the importance of mobilizing all segments of society toward the elimination of tobacco use from our culture. As part of its goal to reduce the U. S. cancer mortality rate by 50 percent by the year 2000, the National Cancer Institute, NCI, through its Smoking, Tobacco, and Cancer Program, is developing a number of approaches to prevent and reduce tobacco use in the country. This research intervention effort includes four clinical trials using mass media strategies that have reached more than four million people with anti-smoking messages. This monograph reports on a consensus workshop that included the Smoking, Tobacco, and Cancer Program media researchers, as well as other public health and media experts. These guidelines offer expert advice useful in the continuing ' effort to assist smoking control advocates to influence the media and bring about changes in the public's knowledge, attitudes, and behavior related to tobacco use. Because the mass media have been used so effectively to promote the use of tobacco, the use of media to counteract such behavior appears equally promising. The media are a rapid and effective channel to reach large numbers of people: We believe that the media would better serve the public to reduce the prevalence of tobacco use. The NCI wishes to thank Mr. Michael Pertschuk, Co- Director of the Advocacy Institute, and his staff, particularly Dr. Anne Marie O'Keefe and Mr. Phillip Wilbur, for taking the lead and developing these guidelines. Their vision, together with the insight of the workshop participants, has produced a valuable handbook. We hope that those who read and use it will add to the momentum toward a tobacco-free society by the year 2000. Joseph W. Cullen, Ph.D. Deputy Director Division of Cancer Prevention and Control National Cancer Institute 0021013 ~, r

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•• S S S S TITX 0021014

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INTRODUCTION 0 P ~ . V e know that the mass media are a great force in our society - a force for change, if not always a force for good. We know that the media carry cigarette advertising and thus may not be as diligent as they could in telling the whole truth about the dangers of tobacco. ~ These guidelines are grounded upon the conviction - based upon hard-earned experience, not wishful thinking - that the media are far more open to the true story of smoking than smoking control advocates previously believed. But we have also learned that the promise of that open- ness will only be realized if we develop strategies, the skills, and the confidence to bring our story forcefully to the media. Consider the recent media successes gained by the smok- ing control movement. Recently, broadcast news and the front ; pages of the nation's newspapers have trumpeted the news of smoking hazards and of the struggles and triumphs of smoking control advocates: • A steady drumbeat of science, health, and life-style fea- tures as new studies confirm the old and as involuntary, or passive, smoking takes its place in the pantheon of toxic pollutants; • The potent media presence and authoritative voice of the Surgeon General, speaking boldly, to a national audience, of smoking as an incomparable health hazard and as an addiction comparable to heroin and cocaine; • Cascading coverage of the wave of non-smoking laws and policies sweeping workplaces, restaurants, health facili- ties, schools, buses, trains, and airlines; • At first, a trickle, then a torrent of print and broadcast stories on revelatory tobacco industry documents ex- tracted in cigarette product liability cases, judicial pro- nouncements on tobacco industry wrongdoing, and ensuing Congressional investigations and legislative initiatives; • Hard-hitting investigative stories in many newspapers on the tobacco industry's market targeting of women, blacks, Hispanics - the industry's "third world" strategy within the United States. TITX 0021015

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Now it will come as no secret to those who are wise in the ways of media, to learn that most of these stories did not write themselves. The Surgeon General has proved to be a skilled and formidable public communicator. Many others, too, have learned the skills of communicating through the public media. Indeed, behind each story were likely to be one or more of the following: • A scientist wise in the ways of "creative epidemiology," i.e., the presentation of data - both scientifically sound and artful - so as to catch the glint of media attention; • A grass-roots activist with an eye or an ear for the perfect media "bite," the fifteen second quip which leaps out of the notes or film clips of the journalist seeking to encapsu- late his or her story; • A smoking control advocate who knows how to convey to the media information that can expose tobacco industry marketing or health disinformation strategies; • An expert witness, university-credentialed in health science, and equally adept at the art of debating industry P.R. professionals; • The staff director of a local voluntary health agency who has made it her business to seek out every local journalist on the health beat, learn about his or her needs, make herself always available for straight and informed answers, build trust, and respect the journalist's professionalism; • The health policy advocate, who understands that a supportive mayor or city council president needs suppor- tive publicity; ~ • The volunteer media genius who creates compelling low- cost radio commercials that shock or create conflict, and thereby become themselves the subject of news stories - using "paid media" to help structure "unpaid media;" • The law professor who recognizes the potential media value of cigarette product liability litigation in highlight- ing industry strategies of denial and. obfuscation. In short, the extent and quality of the recent coverage of the smoking issue were not fortuitous; they were earned. And the skills and strategies employed in the effort are a prime example of the emerging field of smoking media advocacy. These Guidelines are designed to help you, the smoking control TITX 0021016

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advocate, to better understand media advocacy: what it is, what its potential is, and how best to reach that potential. What Do We Mean by "Media Advocacy?" Media advocacy is the strategic use of mass media as a resource for advancing a social or public policy initiative. Media`advocacy does not view publicity as an end in itself, but is constantly asking, "How can this media initiative or opportunity best serve to advance our policy goals?" Media advocacy comes into play whenever the media become the arena for contesting public policies. Media advocacy encompasses all the skills and strategies employed by policy advocates to use media to Philip Morris is spending billions of dollars build marketing~death. We are spending a few hundred support for public ~~ policy initiatives. thousand dollars marketing life. Media advocacy Irv RirnK L~J recognizes the existence of a struggle wi,th an opposing force. Thus, it requires both positive issue advocacy and negation of the disinformation activities of adversaries. With this in mind, smoking control media advocates identify the tobacco industry as their opponent and recognize the importance of nqgating the industry's disinformation activities. Media advocacy takes an activist approach to media, viewing media as a potential resource which must be aggres- sively pursued. A media advocacy campaign is more like a political campaign in which competing forces continuously react to unexpected events, breaking news, and opportunities, rather than a static, preformulated educational campaign. While there may be a role for paid media (advertising) in media advocacy, limitations of funding for smoking control advocacy and the pervasiveness of unpaid media (news) in the shaping of public perception of issues, make the news media the primary arena for media advocacy. adoption of smoking control policies. What is the Role of Smoking Control Media Advocacy? The priority task for the smoking control advocate is to master and implement the full complement of strategies for gaining access to the mass media in ways that contribute to the TITX 0021017