Appendix of a larger document (not found) from the Tobacco Institute. Discusses high rate of fire deaths in US capturing attention of politicians, scientists, educators, journalists, etc. "Of the many causes of fire, careless cigarette smoking seems to have increasingly caught the attention of politicians and journalists. The solution they and some fire officials propose is the creation of a self-extinguishing cigarette. Attributes force behind drive to "anti-smokers." Counters that these types of fires have gone down 20% in past three years. Argues that efforts to cause cigarettes to self-extinguish will "unduly [affect] the nature of the product;" also that furniture manufacturers should make less flammable products. Notes that "fire-scarred victims interviewed by the news media and paraded before legislative committees" are provocative figures which industry responses have been unable to offset. Suggests recruiting support of fire-fighters who may be interested in coordinating efforts due to: 1.) phase out of US Fire Safety Administration, 2.) scarcity of public funds, 3.) "not anti-smokers per se." Suggests other efforts including: national fire safety education campaign to feature calendar noting monthly fire hazards, supported by newspaper & radio advertisements; offer support to fire fighting associations ranging from research to volunteer recruitment. Also discusses teen smoking issue, need to change image: clearly & visibly announce position on teen smoking to the public, depict smoking as activity some people choose to do as adults as part of "responsible living" program. "Voting, driving a car, drinking alcoholic beverages, marriage, having children, and smoking all fall into this category." Section on The Alternative Charity discusses voluntary health associations and non-profit health institutions which "sell the assurance that someone is doing something about various dread diseases." Suggests & outlines strategies and reasons for pursuing alliance funding Damon Runyon-Walter Winchell Cancer Fund, the board and committees of which are filled by "well known persons in the fields of business, entertainment, the news media and health, including some who personally oppose smoking." This fund is noted for "avoidance of propaganda regarding cancer 'causes.'" Promoting association with this organization could be image enhancing, reasons outlined. Also outlines tobacco's contribution to the economy in jobs and taxes. Suggests efforts to improve industry's image by implementing programs including job training; sponsoring Junior Achievement Programs; scholarships; speakers for community groups. Next section suggests ways of working with the handicapped (especially children): provide treatment & care; raise public awareness; special programs for "gifted and talented" children who are also handicapped; etc. Teen pregnancy and associated child mortality section discusses the attention focussed on smoking by teens and efforts to link smoking to problems in pregnancy. Teen pregnancy & prenatal care seen as area for tobacco companies to support "whether or not the issue of smoking during pregnancy is addressed." Child care, vocational training, education, and programs on "Responsible Living and Decision Making," could all be pursued. Health Science Education is another area recommended and discussed for high visibility charitable outreach are. Industry should also take stock of and compile list of all efforts various tobacco companies have already pursued and participated in. Appendix B is followed by Appendix A: Elements of Defensive Strategy, which discusses lobbying efforts to fight Federal Initiatives Against Tobacco. Briefly outlines strategies to counter proposed excise taxes, changing cigarette labels, formation of Office of Smoking and Health "to disseminate scientific information about smoking" and counter tobacco's advertising efforts, eliminating tobacco price supports, forbidding special prices for sales at military bases, etc. Also Coalition Proposals for: Hospital Initiatives Against Tobacco; Professional Education Initiatives Against Tobacco; Public Information Initiatives Against Tobacco; Research Initiatives & Directions; Workplace Smoking Control Initiatives; State & Local Initiatives Against Tobacco. Appendix A also includes information regarding the Development of Tobacco Industry Strategy 1.) to meet new challenges and changing needs; 2.) Defensive and Positive; 3.) Interaction of Strategic Elements. The Tobacco Institute outlines areas of concern (e.g., health, taxes, ingredients, labeling, etc.) and notes the trend of development and unification of organized adversaries with concern. Expresses need for united and ongoing concerted effort to counter mounting challenges.
- Target Market
- General Public
- Fire Safe Cigarettes
- Health Advocacy Groups
- Political Participation
- Pregnant Women
- youth access
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ELEMENTS OF POSITIVE STRATEGY
NEW INITIATIVES FOR INDUS'TRYACTI~ON'
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P'ROGFRAMS THAT ADDRESS IMMEDIATE CO'NCERNS'
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FIRE SAFETY EDUCATION
The prevention, and' the fighting of fires is principally a matter, of'
But it is the nature~of'f'ire:to produce controversy heroes, culpritss
and victims. Fire is often the focus of politicians andlj'ournalists.
assigning blame scientists attempting to establish, cause:, educators.
hoping to promote public awareness,, labor of'ficials seeking more!
resources,, andivolunteers seeking more volunteers., Tnsurance com-
panies lead a wide ra~ng,e of businesses concernedlabout the property
and lives lost to fire..
With,all of the attention afforded fire in, this country,, it is
remarkable that the U'.nited States has the highest fire d'eath rate
of' virtually any nation on earth.
Of the many causes of'fire,, careless cigairette smoking seems to:havee
increasingly caught the attention of'politieians and jou~rnalists.
The solution they and some fire officials propose is the creation of`
a self-extinguishing cigarette. Bil'ls, have been submitted'at the
federal level and in several state legislatures. As an issue, cig-
arette-related f'ires continue!to rise in prominence.
The irony is that as.a category, cigarette-rel'ated fires have appa-
rently decreased by 20 percent inithe.last three years -- a statis-
tic expected to be released'l this, Spring by: federal officials., But
even with that dowinward', trend, it is unlikely that the issue will
go away by itself: anti-smokers have targeted self-extinguishing,
legislation as a national priority. And'with some fire officials,
behindithemi, the.anti-smokers, stand a fair chance of succeeding
with some of these proposals.
To date, the industry response has been twofoTd:
1., The, industry has said!it can not make a self-
extinguishing,cigarette withouit unduly affecting,
the nature of the product; and that some sub-
stances will ignite with even a casual brush with
a lit cigarette.,
2. The industry had alsolworked withithe na.tion''s
furniture manufacturers to~promote.fire resistantt
furniture. But substantial work still needs to~
be done in that area.,
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Fire Safety E'ducation
Neither industry response has been particularly effective in off-
setting, fire scarr d victims interviewed by the news media and'
paraded before legislative committees.
A strong, visible, positive tobacco~ industry effort -- a,t this time
-- is needed' to reverse the trend toward self-exting,uishing cigai-
There are three factors which suggest that firefighters would be
willing to work with us.
1. With the phasing out of'the U.SI. Fire Safety
Adlministrationi firefighters have lost a major
national voice in the effort to diminish acci-
dental fire losses.
2'. Public funds are growing scarce. Firefighters
must compete vigorously for financial support.
There is,, in fact, a substantial need' for suit-
able equipment and fire retard'ant clothing.
3. Firefighters are not anti-smokers per se. They
are legitimately concerned about fire safety
andi should respond favorably toianieffective
program of fire safety proposed by the tobacco
i ndu s try ..
Possible Industry Efforts.
The industry"s efforts could have three parts:
1. Fire Safety Education
Cigarettes are one of a vast number of consumer products which
if'used carelessly can cause fires. A national campaign built
around~that concept and conducted in cooperation withimaj'or
national firefighting grouips* and local fire departments would
establish the industry as actively dealing with the issue.
By way of an example, we would suggest the following:
The campaign would feature a calendar. Ealch month would,, in
turn,, display the fire hazards most typically found at that
time of year. In that way, consumers would~be reminded -- say,
in December -- toldecorate their Christmas tree safely, ensure
a clean chimney, check their wood burning stove, and look outt
for inebriated friends with cigarettes at holiday parties.
Each month would feature a different set of safety reminders.
* We couTd' work with the National Fire Protection Association and its
3'1,000 members; the International Association of'Fire Chiefs and
its 7,2001 members; the International Association of' Firefighters, a
unioni with 175,000 members; and/or the Foundation for Fire Safety
whichiserves as the firefighting,industry''s research component.
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Fire Safety Education
The campaign would have as its theme: "The Tobacco Institute and
your local fire d'epartment bring you a safe (December).'r'
The calendar might be distributed as a cooperative venture by local
TAN groups and' fire departments,
each month, the appropriate page
full page advertisement in local
messages would tell listeners to
p a g'e'
In this formalt the program couldi
all the while building localized~
Additionally, at the beginning of'
of' thie calendar would be runials a
newspapers. Local radio promotional
look for the advertisement/calendar
continue locally for some time --
relationships with rank and file.
2'. Support of Firefighters
While firefighters are greatly concernedlabout safety, they aree
at least equally concerned about job security, the quality of
their equipment and the advancement of what they call "fire-
matics"' -- the knowledge of fire.
The industry could play alsomewhat low key role in helping fire-
fighters in such a:reas.,
a., M'ainy local fire departments rely on volunteer main-
power. An indust.ry-developed volunteer recruitment
caimpaign couild be made available in kit form and
presented state by state to the chiefs of volunteer
departments. Again, this could be conducted in
cooperation with a maj'or national firefighting group.
b. The industry could' fund a study to determine why
cigarette-caused fires are onithe decrease -- in the
hope that, by identifying, the faictors involved, the
downward trend could continue. This study could be
conducted by one of the ma jor national firefighting
groups cooperating in other ways with the ind'ustry.,
c. The industry could support a study of the factors
resulting in a lower incidence of accidental fires
ini Europe than in the U'nited States. The purpose
would be to illustrate the importance of effective
public education activities.
d~. The industry should continue to work with the furL
niture manufacturers to promote the use of fire re-
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RESPONSIBLE LIVING: ADULT DECISIONS' AND TEENAGE S'MGI4ING.
Teenage smoking: despite reports that it is on the:decline, it con-
tinues to g,row, as an issue..
The tobacco industry says it does not want youngsters to smoke.
But our critics say we do: that our advertising is geared to glam-
orize smoking and to presenting it to children as an adult thing to
do., About a thirdf of' all Americans agree.
So do various government officials., In.its staff report on ciga-
rette advertising, the Federal Trade Commission berated the
industry for not better regulating itself in this area. "'Unlike~
the liquor industry, cigarette manufacturers have never produced
an advertisement discouraging use of their product by young people
and children," the report complained. An industry advertising code
adopted' in 119'64I to deal with th,e issuie of children and smoking, was
.called "loosely enforced" and "ineffective"' in that same report..
Federal and local legislation has been proposed to d'eali with the
issue. And, naturally, anti-smoking groups have spent a good deal
of time and' moniey: discouraging youngsters fromismoking,., Saturday
morning television -- aimedllargely at small children -- even car-
ries anti-smoking messages: some featuring Stair Wars and! cartoon
Despite the - tobaccolindustry's repeat.ed'assertions against teenage!
smoking,,, we continue to~ beseenais~ th,eproblem -- and certa~inlyn~ot
part of the solution. Our critics argue that the industry''s future
customers are now in their teenage years -- that the tobacco indus-
try und'erstand's that to discourage them, from smoking now could have
serious financial implications in the future.
Aniti-smokers also argue that the industry refuses to acknowledge the
"best"' reasons for youngsters not smoking: "that smoking is dang-
erous and addictive."'
P'ossible Industry Efforts
In order to offset further erosion, of the industry's image in this
area,, and to avoi:d further legislative forays, the:tobacco industry
should take two actions:
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11. Clearly andy visibly announce our position on teenage smoking
to the public generally and to leaders of all youth-oriented'
A national advertisement -- p~o sibly one installment of our
national campaign -- should state even mor& clearly than we have,,
our position against teenagers smoking,,, and announce our inten-
tions to actively discourage teenagers from smoking. (.See
P rogram. 2 )'.
This advertisement, in reprint form, would then be sent with
appropirialte cover letters to federal and state elected and
appointed of'ficials, and to th,e adult leadership of programs
directed at children, i.e., scouts,, schools, athletics, churches,
2. "A program to depict cigarette smoking as one of many activities
some people choose to do as adults.
The theme "'responsible living" ' is embraced by many educators
as ainieffective way of establishing positive role models for
In essence, the approach emphasizes that youngsters must assume
responsibility for the way they act -- accepting the fact that
certain activities are culturally reserired for adults.
Voting, driving a car,, drinking alcoholic beverages, marria~ge,
having children and smoking all fall in this category. A~ll are
maittersi of personal choice -- to be engaged in by informed:,
An industry program along this line would!be conducted in close
cooperationwith major national educational organizations and
would' be directly supportive of' their existing,"responsible
Our' su'ppo'rt would include the provision of' high quality adver-
tising andi commuinication materials and kits for locall educators
to initiate "responsible living,"' programs.
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F'RO~GIR'A',MS~ WI~TH~ L©N~G~-~TERM', B'EIVEF'I~TS'~.
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THE ALTERNATIVE CH'AR',ITY
The large voluntary health associations and other non-profit heallth
institutions are mulch, the same as any: marketing-oriented corporation.
I!nstead'of consumer products, they sell the assurance that someone is
doing something about various dread diseases. Instead of mass com-
munication, they utilize mass involvement -- much the same as Fuller
B'rushi or Avon does with local, dloor-to-door sales. And just as a
consumer goods company sells the uniqiu~eness of its product, the vol-
unitary associations sell their uniqueness as the funnels throug,h.
whichl funds and effort will be directed to conquer disease.
It is an effective approach -- but one which requires large expen-
dlitures for promotion, the maintenance of local offices and!staff',
travel and a wide range of other items not in the least related
to meaningful medical research and treatment.
The fact that the tobacco industry: has spent more on smoking and'.
.heaTth research than the voluntary healthi associations who tailk so
much about it may say more about the health associations than our
Yet there are many-health research organizations which conduct them-
selves differently. Th,ey may be associated with single institutions,
su~ch as thle Vincent T. Lombardi Cancer Research Center at Georgetown
iTniversity,, or St. Jude's Children''s Research Hospital in Memphis.
A, common factor is that theyneed and' deserve promotional assistance.
An example is the Damon Runyon-W'.alter Winchell Cancer Fund which
operates so quietly: that it is virtually unknown to many Americans.
It was organized to ensure: that all fund-raising is for the sole pur-
pose of supporting,research. Administrative costs are handled throughh
a separate endowment. Some funds are raised through a theater ticket
service and investments -- but the majority of the money is donated
by large corporations.
The Fuind's Board of Directors and its ad'visory committees are peopled
with well known persons in the fields of business,, entertainment, the
niews media and health, including,some who personally oppose smoking.
Bob Hope is honorary chairman of the board; actor John Ritter, col-
umnist Jimmy Breslin, radio commentator Jack O'Brien, football coach
Darrell Royal and former Secretary of the Treasury William Simon ailll
are active, as is Charles LeM',aistre who recently testified in personal
support of' the Hatch bill.
The tobacco industry has already expressed financial and other support
to the Fund -- largely because of th~e Fund's dedication: to finding
answers to, the questions about cancer,, and because of its strictt
avoidance of propaganda regarding cancer "causes."' But a broader,,
more visible tobacco industry involvement would achieve several things: