USC Tobacco Industry Monitoring Project Collection
APPENDIX B: ELEMENTS OF POSITIVE STRATEGY NEW IWITIATIVES FOR INDUSTRY ACTION
Abstract
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.
Fields
- Target Market
- General Public
- Politician
- Youth
- Politician
- Subject
- Fire Safe Cigarettes
- Foundations
- funding
- Health Advocacy Groups
- legislation
- lobbying
- Philanthropy
- Political Participation
- Pregnant Women
- Scholarships
- Sponsorship
- youth access
- Coalitions
- Foundations
Document Images
r
~
~
t.a x
~
CJ
~.
APPENDIX B:
ELEMENTS OF POSITIVE STRATEGY
NEW INITIATIVES FOR INDUS'TRYACTI~ON'
P'ROGFRAMS THAT ADDRESS IMMEDIATE CO'NCERNS'
FIRE SAFETY EDUCATION
Summary
The prevention, and' the fighting of fires is principally a matter, of'
public safety..
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.,
Fire Safety E'ducation
Page 2
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-
rette legislation,
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.
Fire Safety Education
Page 3
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~
firefighters.
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.,
For exaimple:
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-
sistant fabrics.
RESPONSIBLE LIVING: ADULT DECISIONS' AND TEENAGE S'MGI4ING.
Summary
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
characters. -
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:
~
~
c.~
+s+
~
~
Responsible Living
Page 2'
11. Clearly andy visibly announce our position on teenage smoking
to the public generally and to leaders of all youth-oriented'
org,anlzatlons.,
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,
daycare, etc.
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
children.,
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:,
mature p-eo?pl'e.
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
living" programs.
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.
~
~
~
W1
4~_
~
F'RO~GIR'A',MS~ WI~TH~ L©N~G~-~TERM', B'EIVEF'I~TS'~.
THE ALTERNATIVE CH'AR',ITY
Summary
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
industry.
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:
The Alternative Chari:ty
P aig,e 2'
o it would demonstrate our strong, interest in findinig
answers. Unlike the Council for Tobacco R'esearch,y
the Flund could only be perceived as being indepen-
dent.
o it would allow us to work with key members of'the
news med'ia and entertainment business -- both of
which have been targetediby anti-smokers for efforts
against the industry.
o it would help us developistronger relationships with
other industries facing,similar criticism, i.e. the
chemical companies..
o from a general image standpoint, it would deal
directly with the issue that most Americans feel we
are avoiding: smoking, and health..
The indus ry's support of' Damon R'unyon-W'alter Winchel]1 Cancer Fundd
or any other charity which meets our criteria would have these com-
pone'n'ts:'
I. Use of TMto assist the charity with its fundraising effort.
This effort, undertaken with proper promotion would help build
awareness of thie charity, awareness of our support for it.
r.
II. Assist the charity to expand its base of entertainers and news
media people to raise public awareness..
T'oreturnto'ourexample, the Fund~ ha~s! ita origins~ in a spontaneous
public plea made by radio commentator Walter Winchiell shortly after
thie death of' his f'riend,, Damon Runyon. The result was a public out-
pouring of'funds -- caused largely by widespread fondness of both
Winchell and Ruinyon. Inithe intervening years, the two names have
fallen from public recognition. It would be appropriate -- and useful
to the Funidl-- to reacquaint the public with these two accomplished
men. And it would be effective and appropriate to have journalists
and entertainers conduct the reacquainting.
This effort could be initiated by a telethoni, hosted by Bob Hope
and John Ritter (see above) and othier celebrities recruited for the
event. Afterwards,, a round of special appearainces might be orchies-
trated to further, the cause.
~
~
w
5
C~l
~
~
T0'B'ACC& M'EANS' J0'B'S'
S'ummary
The tobacco indu~stry makes an important contribution to every state's
economy -- from the smallest, Rhode Island, where tobacco contributes
7,20'0 jobs, to some of' the largest states like California where one of
ev!ery 43 jobs is tobacco-relatedl., Tobacco contributed $56.7 billion
to the nation"s economy in 1'9791, nearly 2.4%of the U.S, gross national
product. Because of the American tobacco inidustry and its relatedi
products and services, over 2 million people have jobs. These daita
taken from the national Wharton study: and The Tobacco Institute''s', records, show the tremendous
contribution the tobacco industry makes
to th,e Ameri:can:economy.
Theindustry's importance and commitment to the economycou:ldi be fur-
ther emphasized by a program of voluntarismi, particularly in job
training programs. P'rovidling j'ob training for the unemployedl is one
area of' social involvement which wouldienable the industry to match
the social need (j'ob training)' to the industry''s expertise and its
ability to help. There are several kinds'of programs the industry
could implement, all of whichi would fall under the "Tobacco Means
Jobs" umbrella.
Possible I'rndu:stry Efforts
1. While some federally-supported job programs have been eliminated,,
one federal program that has proven its value is the D~e ..artment
of Labor''s Job Corps Program. A nationwide network of Job Corps
Centers is operated~by several for-profit corporations (RCA',, ITT,
Singer and' Teledyne, for example) und'er contract with the Depart-
ment of Labor. Th~e Job Corps admits hard-core unemployed youth,
aged 16-22 and offers a program of vocational education and work
experiences coupled with education courses leading to a GED degree
(highischool equivalency). Job Corps Centers also provide res-
idlential living experiences for these young people. At present
several unions, e.g. The Brotherhood of'RaiTroad and Airways
Carriers (BRAC'), and the National Association of Home Builders
(N'AHB'),, provide some Job: C~orps Centers with instructors and re-
sources toltrain youth wholwant to enter their industries. Upon
completion of the curriculum, the Corpsmembers are placed in a
"'real life:" work situation.
The tobacco industry could establish a training program designed
specifically for work inithe industry. Industry would develop
the appropriate training,curriculum and provide an instructor
for one Job Corps Center in Kentucky, North Carolina, Virginia
and Maryfand. The program couldibe based on the Xerox model:
company personnel would~be "on sabbatical"' for one or two years
at a Center.,
Tobacco Means Jobs.
Page 2
Different tobacco companies would supply instructors in the vair-
ious states. WheniCorpsmembers completed the program they couldd
be placed in factories of the instructor-sponsor company. This
type of'job training program could1be designed for tobacco or non-
tobacco company operations.
2. A separate programi designed to re-tool the American, workforce,
i, e., those that are skilled inioutmoded,, unemployable areas could
also demonstrate the industry's commitment to the President's pro-
gram and the people of'this nation. The program might involve
re-training in areas that aren't exclusively tobacco-related, but
where factory operations may have a, need, e.g. data processing.
Another job-related program could be the establishment of local
summer job clearinghouses for teenagers and college-age young
people. The tobacco industry could~ provide personnel and' other,
resources to facilitate the matohing,of'j'ob seekers with summer
'jobs., Since the tobacco companies have a highly visible presence
in their communities, they could be a natural conduit/clearing-
house for job information throughout the area.
The tobacco industry's commitment to America"s economic good healthh
could be demonstrated iniseveral other ways:
41. sponsorship of local Junior Achievement programs.
. scholarship programs for minority youth or agriculture students
who want to g,row tobalcco or stud'ents who want to pursue research
in the area of reduction of tar andl nicotine.
6, sponsorship of a community-baised series in the tobacco states
where tabaicco industry personnel talk to citizen groups about
career, opportunities in the tobacco industry. In addition, aa
film couldi be produced' showing, the different types of jobs inn
the tobacco industry -- from farm to auction to manufacturing
facility.
In tandem with the adoption/implementation of'a job training program,
a: national communicatio s campaign could'l further demonstrate that
"Tobacco M'eans Jobs." The campaign could use the readily available,
data from the W'harton study and from The Tobacco Institute to show
how many people the industry directly employs and' h:owmany jobs,
result from the multiplying effect,, i.e. tobacco's indirect impact.
Indeed, thie data are conclusive; the public should know "Tobacco
does mean Jobs. n'
s
.,~
~
41
.
Ch
WORKING WITH THE HAN'DICAPPED
Summary
There are more than.4 million: handicapped children between the ages
of' 3 and 21 in the United States. Evenithis estimate, how'ever,l is
a conservative one because of the countless.,, unn'umbered~handicapped
infants,, children and'i young adults who have not been identified,
screened, diagnosed' or treated for their condition. Handicaps take'
many forms, both' physical and mental. Slpeech and hearing impairments,,
cerebral palsy,, muscular dystrophy, mental retardation., visual im-
pairments,, diabetes, learning disabilities andiepilepsy are only some
of' the many disorders w, hich may affect a, young personT s ability to
functionlin our society. Yet despite a handicap,, these youngsters are
more like "normal" children than they are different. Despite al phys-
ical handicap, a child may indeed be intellectually gifted. Despite
a handicap, __a child is still likely to have a fa~mily with many of the
day-to-day needs of' all Americanifamilies.,
Possible Industry Efforts
Completely independent of any relationship to tobacco, the industry
could assume a role of'lead'ership in this country, working with
existing voluntary organizations in the field, i'n providing assis-
tance to handicapped children and their families and to all Americans
in understanding more fully about the hand'icapped..
Such helplcould take many forms.
11. Through support to facilities,which provide treatment andlcare
for the handicapped, the industry could be directly responsi-
ble for helping children~to live productive and full lives..
2'. Through projects which educate other Americains, and children
in particular, about the handicapped, the industry could be at
th,e vanguard of'effo'rts to create a greater public awareness and
understanding of all human needs.
3. . Through a, special program, to' identify an'd aid handicappedl young-
sters who are "'gifted and talentedi," the industry could assume
a role which is not currently being met. (A project to help
serve the gifted handicapped in Chapel Hill, North Carolina wa~s
forced', recently toiclose because federal funds from the Depart-
ment of' Educatiom are no longer available. ).
4!. Through projects which work with the families of handicapped
chiTd'ren; the industrycouTd address the needs both, of the you~ng-
stters and of their parents and brothers and sisters,, andl: providee
a model of'assistance which could be adopted to the needs of com-
munities across the nation.
TEENAGE PR'EGNANCY
Summary
Early child'bearing poses serious health,, social, ed'.ulcationail andi
economic consequences for teenage parents, their children.a.nd so-
ciety. Despite efforts at public:informationand education, more
than a million American girls between the ages of 15 andl 19 will
become pregnaint in th,e next year -- o e in ten adolescent females
-- and almost 600,000 will give birth. The birth of a child should,
be an opportunity for great celebration -- an occasion to provide
ev!enigrealter strength and promise for families and friends. Yet
for hun~d'reds of' thousands of Americans, the risks and fears aitten-
dant on.the birth of'a ehild' to a~n adolescent parent presage prob-
lems which will follow the fa~mily and the community for years..
The~e are high health!,, social and economic risks associated with,
the entry into parenthood:of individuals who are barely beyond child-
hood themselves. Eight out of tenlwomen who first become mothers at
age 17 or younger never complete highischool, thereby facing greater
risk of'unemployment and dependence on welfare., Teenage marriages
are:two to three times more likely to break up than the maxriages of
those who wed in their twenties. Pregnancy during adolescence poses
serious health, risks to both the mother and the childi., Half of preg-
nant teenagers umder the age of 17 receive no prenatal health care
until the second'trimester. Compared to women in the 20-25 year age
group~,, adolescent women are much more likely to die from,toxemia of
pregnancy and' are more likely to halve: complications during labor aind
delivery. The infants themselves are:ait mu~ch higher risk, and a baby
born to a teenage mother is more than twice as likely to die during,
the first year of'life than a baby born to a woman in her twenties.
In add'ition,,, a teenager who becomes pregnant once is likely to exper-
ience rapid repeat pregnancies, with increased risks to h,er and to
her children.
Considerable attentionihas been focused'lon the smoking habits not
only of teenage girls but of'all women in the population and'l special
efforts have been made to: link smoking during pregnancy to higher,
risks to the health of both moth,er and'child. The adolescent popu-
lation is large, having swelled over the last 25 years, and now'
exceeds 40' million young people. The tobacco industry has been
increasingly under attack for supposedly making, smoking more attrac-
tive to:young,people,, or at least for,not actively discouraging
teenalgers from,beginning, to smoke. These criticisms persist des-
pite industry statements such as tha~t of BATUS Chairman NicC'arty
that "This company does not want children to smoke:. We maintain, a
strict policy against promoting cigarettes to perso s under 21 years
of age~."' Government statistics indicate that there are approximately
3.3 million y_ovn~g, people who smoke 1"regularly" and ai dramatic in-
crease in recent years among older teenage girls who smoke.
Teenage Pregnancy
Page 2'
Whether or not the issue of smoking during pregpancy is aiddressedl,
recent government cutbacks at the national level ini the availability
of some health services for low-income pregnant women and young
mothers, fewer federally funded job training programs for teenagers
and reductions in social services and child care provide private in-
dustry an opportunity to publicly express their concern for the well-
being of'American citizens and in particular adolescents andlinfants.
PossibleIndustryEff'ortsActivities which could be undertaken include:
1., D'esigninga, program for,providing information, to~ young'
people and their families, informing,teenag,ers about the
decisions they are facing and the consequences which may
attend those decisions. Such a programireLating to teen-
age pregnancy could include the use of the various media,
or seminars with youth lead'ers.
2. Consistent with a theme of' 'rResponsible Living and Dieci-
sion Making,, "~ the industry could work with local Univer-,
sities to develop curricula, for "P'arenting, T'raining. "'
3. Assistting in vocationall training and education for young,
mothers aind fathers.
41. Provide resources to supplement existing child ,care fa-
cilities.
The industry should seek to build' on existing;r.esources and institu-
tions at the.local level. A reasonable goal is to ensure that young
people have the opportunity to strive towaird'a self-sufficient and
productive futture.
tra
+5+
c+a
~
uZ
HEALTH SCIENCE EDUCATION
Summary
H'ealth soience, as an extremely diverse discipline, is regarded~ pub-
iclyas intimidating,, wond'erful, revered yet douibtedl., As a process
it is poorly und'erstood!., Its greatest achievements are taken for
granted. Its: greatest failures are widely derided.
Americans are not prepared to deal wi:th it all. Their poor compre-
hension -- what is good and what is bad'-- has already led to a dan-
gerous misunderstanding of what medical science ca~n do...and', what itt
knows.
The A,mericanieducation system is not preparing the number, variety
or quality: of'scientists whicti will be required in coming years.
Clearly, Americans generally are not being,provided with a suffi-
cient scientific orientation to deal with wha~t they must absorb in
the 19810's and 9'0's.
.This program would deal withithat issue.
The program would help Americans understand what constitutes good!
health: science...and what involves bad' science:. It wouldipromote the
good...and would, encourage young people to enter th,e various scienti-
f'ic disciplines. It would promote innovative science education tech-
niques~aind- concepts...it would:1 help people wishing to enter science
education. Finally!,, it would help equip journalists to deal with
the rapid evolution of scientific America.
Th~e Tobacco-Industry's support of the program would be founded on
the: f'ollowing, thoughts:
1I. The industry -- perhaps more thaniany other group
-- has suffered! from a poor understanding of'what
constitutes good science. That poor, understanding
-- which involves the public''s view of our product's
safe use -- has evolved~into a cultural belief..
2. Future generations of Americans needt not look at
science inithe same unskepticall way. They must be
trained to question, for it is in the scientific:
traditi:on:that people be curious a~nd doubtful.,
3. There is a demonstrable need f'or more science
students; with cutbacks ini public funding,, science
education programs are~inneed of private sources
of funding.
is
4--
C.a
G1.
LA
&.
Health Science Education
.
Page 2
4. For American technology to be aidequately trainslated
into consumer goods,, a general public education
program must be undertaken to put the public at ease
about science generally.
5~~.~ Finally, the ind~us~try~ n~ee~d'~s~ t~obe viewed a~s~~ r~e~~s~~pect-
ful of science; interested in scientific progress;
and supportive of a non-self serving need.
Impiementation
Conceivably there would be three major programs within this effort:
I. Fellowships for journalists specializing in medical science.
This fund wouldibe administered by a panel of' journalists, selected
by the N'ationail Association of Science Writers or a similar, rrecog-
nized professional society, and various scientists. Fellowship
grants would be awarded to full-time, accredited journalists with,
at least five years professional experience.
.S'tudy would have to be fulltime in an accreditedigraduate prog,ram,.
II. Fund' for promoting science educationiin the primary and secondary
schools of Amer2ca.
This grants program would be advised by a panel of prominent scien-
tists and educators, representing key professional organizations.
They would' award'grants to the most innovative science education pro-
gram submitt;ed' by primary and secondary schools..
Each person receiving a grant would~ be publicizedi heavily. Conceiv-
ably, public officials would be permitted to announce the grants
to, the constituients of an area benefitting from them.,
III. Scholarships for students engaged fulltime in science education
programs.
In the continuing absence of federally-guaranteed' student loans,, this
programi would'provide a private source of incentive for students
wishing,to be science teachers. Selection of recipients could be
handled by a committee of the National Science Teachers Association
('see below).
Throughout this effort, a relationship would need to exist with the
National Science Teachers Association which maintains a membershipp
of u2',00'0 professionals nationally and which has office here in
Washington.
~
~
~
~
H'ealth Science Education
Page 3'
The objectives of the above organizations and the purposes of these
projects are quite similar. Cooperative arrangements would'serve
the industry by lending,credibiSity to the program; the 1VASW'and NSTA
would benefit through the private f'unding,and recognition that would
occur.
~
~
~
cn
rO
TAKINGI STOCK
Each tobacco company has been involved in its own community programs
for some time, but there is no complete record, or inventory of' the
firms' activities. The information on currently funded programs is
fragmented and not easily available so that communication about the
innovative activities of tobacco companies is difficult.
An effort to desig,n a system for the collection/retrieval/dissemina-
tion of this information should be undertaken so, that materials on
currently funded programs and future prog,rams under consid'eraltion
are read!ily available to The Institute, the media and the public.
A detailed description of thle industry''s efforts would halve signifi-
cant informational value. The Tobacco Institute would halve at itss
disposal a complete inventory of' the social involvement efforts of
the tobacco industry. This would be useful for giving testimony
and*in discussions with Members of'Congress,, executives in federal.
agencies and state andilocali officials. Then, in meeting, for exam-
ple, with the Chairman, of' a particular Congressional Committee, The
Institute could discuss public service programs sponsored by specific
companies, or by TI, in the Congressmain''s own district. We could
also describe industry efforts in other locations, but which fall
under his substantive jurisdiction or which are in areas of his pe-r-
sonal concern. In ad'dition, the list could be used by members of The.
T'obacco Institute to ensure coordination of efforts in establishing
new programs.
The inventory could also form the basis for a nationwide public infor-
mationicampaign depicting the social involvement of tobacco companies
in U.S. communities. This campaig;n could focus on the long history
of tobacco companies" social involvement and could emphasize that
they have been engaging in voluntarism long before President Reagan
encouraged it.
The results of this inventory process will provide The Tobacco.
Institute and its members with a more complete frame of referencee
and an opportunity to influence the future growth and direction of
such activities on a company-by-company and ind'ustry-wide basis.
~
~
t.~
+5~
ca
c4,
APPEIDIX A:
ELEMENTS OF' DEFE+ISIVE' SIRAATEGY
~
~
~.~
~
CI
CR
.
41
COALITION PROPOSALS FOR
FEDERAL-TflIT ~ TOBACCO TI/INDUSTRY ACTION
o Congress should triple or quadruple the cigarette o TI is producing a backgrounder on the effects
of
excise to meet inflation of the past 30 years and to increased taxes on the-average one-smoker and
two-
fund a major anti-smoking information/education effort. smoker family based on the various current
propo-
sals, including the 3-to-4-fold hike, the graduated
T&N-based tax ACS has heretofore recommended and
those raises specified in pending bills. The influ-
+ ' ence of each will be computed for the Consumer
Price Index and the various contracts and payments
tied to the CPI. TI will restructure backgrounder-
- _ _
into a position paper for government liaison, in
addition to studies prepared earlier this year on
federal excise increases.
UICC and past ACS positions have favored graduated
T&N taxes. The 1977 ACS citizens advisory group
recommended higher taxes to be collected by the
federal government only, thus forestalling boot-
legging. legging. In the present climate, the industry
must be prepared to fight any increase of any
sort, especially in light of airch Bayh's report
to an ACS advisory group in late January that he's
convinced a tax increase can pass in 1982. Our
analyses will be completed as swiftly as possible
- - -
and will include full details of the faults and
problems of the graduated T&N tax in effect for
several years in New York City.
o Congress should enact the Waxman and/or Hatch-Packwood o TI should continue its efforts to fight
these
legislation, add a label on "the changing cigarette" bills based on the industry's December 1981
filing
and require on packs and in advertising the quantity and on the FTC staff report, stressing
awareness and
identity of all additives by their common names. First Amendment implications.
o TI should continue discussions with the Assistant
Secretary on disclosure of cigarette ingredients
and at every opportunity emphasize that official's
pleasure at industry cooperation.
»^o~^4r~
COALITION PROPOSALS FOR
FEDERAL-TNMATIVES AGAINSOBACCO (cont. 2)
o Congress should establish Office of Smoking and
Health by statute and assure adequate longterm
funding for: .
o dissemination of scientific infornation about
snwking, including the annual Surgeon General s
report.
o counter advertising and media initiatives
aimed at high risk groups like children,
women, minorities and "groups for whom
simking represents a greatly increased risk
of illness and death". -
o Congress should make the industry "responsible for demon-
strating the safety of cigarette additives".
Congress should expand and strengthen federal programs
of prevention, education and information, including:
o requiring a postage stamp on smoking hazards
o requiring anti-snbking information on federal pay-
rnll rhov~ -
TIIINDUSTRY ACTION
o TI must be alert to further FTC staff recommendations,
because the original report indicated that after public
comments, staff would get back to the commission "with
further recommendation as to whether additional or
formal commission action is necessary and appropriate."
o TI must be alert to changes in the Administration stand
on the Waxman and Hatch-Packwood bills.
o TI must be prepared to counter each new report,
gathering advance information on report topic, as
in 1982, and assigning staff, counsel or outside
counsultants_ to preparation of an appropriate review,
the project to be directed by TI's scientific staff.
Staff planning session looking toward 1983 report
will be held soon.
o TI must continue its advertising in an effort to
counter what can only be public service ads/com-
mercials. The voluntaries don't buy time or space
and in the present climate, the federal government
will hardly do so. Meanwhile, speed up efforts on
a campaign to persuade youth not to take up or con-
tinue smoking.
o TI must continue its discussions with government on
additives and plan announcement of arrangements with
HHS on completion of negotiations, meantime watching
to see what the voluntaries' coalition has in mind,
if indeed, anything specific was meant.
o TI must, at the first indication this is in the
works, muster Congressional forces to nip it
in the bud, much as it worked a dozen years ago
to get the "100,000 doctors" signs off post
office trucks.
See above
-2-
I
`~92- 0 i ^+7 0
COALITION PROPOSALS FOR
FEDERAL1 ~1tTtAT-1 t-~AGAINST-`-MACC0 (cont. 3)
o requiring anti-smoking information on federal pay-
roll checks
o requiring anti-smoking "hand-outs in unemployment
and other government offices with access to the public"
o requiring slogan "Smoking is dangerous to your health"
on government forms and stationery
o Congress should eliminate tobacco price supports and
inclusion of tobacco under Food for Peace program.
o Congress should enact legislation (such as Cranston's)
requiring cigarettes made or sold intheU.Sn be"self-extinnuishing".
o Congress should create tax incentives to encourage industry
to develop "smoke-free work areas" and smoking prevention
programs, especially in those industries where 'occupational
exposure increases the risk from smoking".
o Health and Human Services should moniter the federal
block grant program for preventive services, including
smoking and health and school health programs, then re-
store categorical prevention programs, including smoking
and health; if after two years a diminution of preventive
services is determined.
o Defense should promulgate a new rule forbidding cigarettes
be sold by Defense installations at rates lower than the
average prevailing in the surrounding area.
LSFoZ%'4r0
TI/INDUSTRY ACTION
o See above
o See above
o See above -- Point must be made on all these
initiatives that they make the Congress look rather
foolish at a time when there are more important
national matters with which to deal.
o TI must support the rest of the industry.
o TI must speed up its efforts to design and implement a
fire safety program and to publicize it.
o TI must be alert to indications of such action, although
there would appear to be little chance, in the present
climate, of such tax breaks. TI must continue to point
out the lack of attention paid by the anti-smoking
community to workplace exposures and their implications
in development of the chronic diseases blamed on smoking.
TI must also hasten study to refute claims of economic -
benefits of workplace smoking restrictions.
o TI must respond, if necessary, that NNS has no such
authority and would be bucking the Reagan philosophy if
it so recommended.
-
o Industry must be alert to and resist such a move. Federal
law prohibits levying federal or state taxes on such
- - - - - - -
.cigarettes.
COALITION PROPOSALS FOR
FEDERALINTTTAI"IVE-S-MAIAS'F-T6BACC0 (cont. 4 )
o The Executive Branch should support the HHS requirement
that all grantees and contract institutions adopt in principle
HHS standards for protection of nonsmokers (e.g., no smoking
in elevators, conference rooms and other public areas) and
assure no-smoking areas in cafeterias.
o Executive, Legislative and Judicial Branches should set
examples as. employers and adopt "reasonable" standards
on workplacp smoking and by providing smoking education
and cessation programs.
o HHS should include budget line items for school health educa-
tion programs and develop guidelines jointly with Department
of Education, PHS and others to assure implementation.
TI/INDUSTRY ACTION
o TI must be alert to the possiblity of such action (witness
the no-smoking rules announced recently by an assistant
secretary ar-Agriculture and then withdrawn) but there
would appear to be little chance of Administration
support for such proposals.
o TI be must work with all its federal contacts to have
early warning of the adoption of any such policies,
continuing to point out that this is not a proper area
for government.
o There would appear to be little chance of this occur-
ring in these stringent budget day s but TI must remain
alert to the absolute honesty of any such programs
--- -
that might be developed..
9 r., 2~ 0 F F +i0
COALITION PROPOSALS FOR
HOSPITAL INITIATIVES AGATTIS TOBACCO TI/INDUSTRY ACTION
Hospital administration and medical staff commitment
and board approval should be gained for a smoking policy
and implementation plan, to include:
o cooperation with community agencies on stop-smoking o TI must continue to promote its freedom of
choice
clinics and other programs to reduce and eliminate position as a means of protecting privileges of
smoking workers or patients.
o development, with evaluation planned, of edUcation o See above
programs for patients, employees, medical staff,
volunteers and their families as well as the public_
o collection of a data base on hospital-based smoking o See above
programs and policies
o lobbying national and regional hospital associa- o See above
tions to encourage members to take action to
reduce smoking
o working with the voluntaries to get insurance o TI must keep record of any insurance carriers who
carriers to "provide reimbursement or other positive do provide such incentives (along with those
offer-.
'^-nntives for strong hospital-based smoking pro- ina nonsmoker insurance), and industry must be
- - - - -
grams" prepared to take appropriate action.
~S^~i^F170
COALITION PROPOSALS FOR
PROFSSIDNAL-EDUC-- S AGAINST TOBACCO
o Voluntary health associations should promote professional
education against smoking among key medical organizations,
including primary care physicians, nurses and allied health
and pr-ofessional personnel, medical schools and private
practitioner groups, with both theoretical and practical
materials, including referral networks.
o These professionals should persuade patients not''to smoke,
using primary care and specialty settings such as prenatal
clinics and in family practice.
o Phy sicians should be encouraged to become more involved in
assi sti ng pati ents to qui t, artaed wi th i nformation about
relative risks, especially those involving "the changing
cigarette."
o These professionals should be encouraged to convey the
idea of smokers at high risk, "in numerical and dramatic
terms for any smoking-in order to more effectively channel
intervention",
o_ Teacher preparation programs should be required to show
that teachers of health education are prepared according
to nationally recognized standards (not now in existence).
TI/INDUSTRY ACTION
o TI must monitor any final recommendations from the blue-
print meeting and be prepared to keep any such "profes-
sional education" programs honest, simultaneously
pointing out that individual smoking advice should come
from health professionals.
o TI must'continue to work on programs, such as communica-
tions on the pregnancy question, to get across the idea
that there are many product-related aspects of behavior
on which people should listen objectively to the advice
of their personal physicians, especially if their health
is already compromised.
o TI must prepare and use a backgrounder explaining the
derivation of such relative risk data and the irrelavancy
of data like this to individuals.
o See above
o TI and industry surely must agree that health teachers
be adequately prepared and must insist that any such
standards reflect an honest stand on all health contro-
versies. A better reaction can be prepared for the
industry when final blueprint recommendations are made.
COALITION PROPOSALS FOR
PUBLIC INFORMATION INITIATIVES AGAINST TOBACCO
o The voluntaries and their coalition should build a "public
relations campaign" to accomplish elimination of human
models in cigarette advertising.
o A similar campaign should reaffirm the conclusions of the
1981 Surgeon;General's report: evidence of a mode-st reduc-
tion in lung cancer risk, no evidence of such in CHD, COPD
and pregnancy effects with use of the "changing cigarette".
(Ernst Wynder's group recommended a joint government/volun-
tary committee to plan and launch these campaigns.)
o Voluntary health groups (and the national coalition) should
work with OSH on a campaign to reach minorities.
o They'should develop and publicize procedures by which
smokers can evaluate themselves as being at high risk,
conveying the concept of risk odds, the bigger and more
dramatic terms the better.
o The coalition and all its members should place high prior-
ity on use of mass media to motivate and assist quitters,
especially through use of "significant others" (one parti-
cipant kept referring to "silver bullets"), whose messages
cipant
can influence large audience segments -- health profession-
als, community workers, clergy, involved peers.
o They should organize ex-smoker and other support, using
"newly developed longterm maintenance techniques from the
literature to prevent relapse, change to healthy lifestyle".
TI/INDUSTRY ACTION
TI.and the advertisingindustry must resist "tombstone"
restrictions and use testimony developed for the Waxman,
Hatch and Packwood record to show that advertising does
not affect sales but market share only, and that taste-l ful advertising within the limits of the
former ciga-
rette advertising code is a First Amendment right.
o TI must use every resource to develop data on smoking-
related -
related disease incidence as distinguished from mortality
as emphasized in the 1981 Surgeon General's report.
This may show that changes in disease incidence do not
coincide with changes in smoking patterns.
o TI must monitor any such campaigns, as it does any state-s ments of the opposition, to keep them
honest through
letters to the editor, speaker appearances and publica-
tions _
tions and should follow through on translation of our
basic documents (Most Asked Questions and any individual
- _ disease booklets/folders) into Spanish, at the least..
o If such projects appear TI must attack directly on lack
of ine ri t.
o Time and space must still be donated, as the voluntaries
have never spent money for either, just production of
materials. If the coalition -- or the federal govern-
ment -- spends money to place ads, TI and industry must
point out the misplaced priorities in today's world.
Depending on the themes of any campaigns, TI can respond
in proper tone and must endeavor to keep the opposition
honest.
o No involvement for TI if freedom of choice is preserved.
G9 .,0 ``^+7 0
COALITION PROPOSALS FOR
PUBLIC INFORMATION INIfiIATIVS AGAINST TOBACCO (cont.2)
The voluntaries and their coalition should enlist media
-
cooperation for:
incr-eased prime time PSAs on cessation
o building, anti-smoking messages into Hollywood'-films
(working with Screen Actors Guild, etc.)
increased participation on radio and TV talk shows
o use of anti-smoking episodes on situation comedies
and soap operas
o increased editorial space for anti-smoking messages
(worki ng wi th American Society of Magazi ne Edi tors)
o They should check on the cooperation of the print media with
research by (Elizabeth Whelan's) American Council on Science
and Health-, for content and frequency.
o"Make ailm which is a parody of tobacco situations."
o Concentration in the quit-smoking area should be on self-
help campaigns.
TI/INDUSTRY ACTION
TI must urge same media to use TI PSAs on other
subjects.
o If no more than before, little problem. ACS has
been talking about this for years.
TI must do likewise, promoting speaker appearances
with distribution of TI publications and continuing
speaker advertising in media trade and club periodi-
cals that stresses our availability, especially to
confront the opposition.. New medical spokesperson
should be retained by TI to help with this.
o Touted by the ACS for years, this concept has had
limited success. Situation should be monitored,
however, to determine whether a presentation on the
gaps in knowledge in the smoking controversy should
be used with network clearance departments. Any-
thing involving cessation which intrudes on freedom
of choice must in protested by TI.
o Little chance of success, but TI must monitor the
situation to determine whether a presentation
should be made to that editorial group.
TI must make sure the print media are aware of this.
Whelan has already made the back of more than one
magazine editor go up at reports of her "surveys".
Publishers should be interested, too.
o TI must be prepared to meet this with "Common Sense" and
other devices as warranted.
o No action called for from TI in light of present posi-
tions, unless freedom of choice is abridged.
l920LGf T0
COALITION PROPOSALS FOR
PUBLIC INF-O-RhfA - r-7~%rAINST TOBACCO (cont.3)
o The Great American Smokeout (formerly just an ACS event)
should be extended through ad campaigns beforehand, a
telethon on the big day, follow-up serialized columns and
daily radio and TV messages on cessation maintenance -.-d and a nonsmoker day six months later.
o"Evaluation should be a core component in all program
activities."f
TI/INDUSTRY ACTION
TI must continue to point up the money-squandering
aspect, defin.itely utilizing the recent estimate of
SmokEnders' Jacqueline Rogers that the smoking cessa-
tion industry is worth $100 million annually in goods
and services bought.
o TI must point out that this is a grand idea, the least
that the'voluntaries can do for their contributors and
wonder if they've ever done it before. Allusion could
be made to the groups' endorsement of rotational warn-
ings, without proper evaluation of the effects through
advance research.
`%9TOZ^-1r0
-9-
COALITION PROPOSALS FOR
RESEARCN-t-NI IA IVE AND DIRECTIONS
- -
o The voluntaries should by January 1983 have in place a
new nongovernmental center on smoking and health. (One
group recommended formation of a National Coordinating
Committee on Smoking Research and Control but left its
mission, makeup and funding to senior leadership of the
voluntaries.)
o The new national center should conduct surveillanCe of
and research on "the changing cigarette," especially very
low yield brands, for development of a national information
campaign about "the changing cigarette" and the "limita-
tions in reduced risk reflected by the Surgeon General's
L1981] conclusions".
o It should develop "new parameters for measuring smoke
delivery" so government-or voluntary agency guidelines can
be established for reducing delivery of selected components.
(One work group also called for immediate establishment of
- -
a national advisory group on delivery of smoke components but
failed to say what it should do.)
o The center should acquire enough data so standards could
be set for reduction of sidestream emissions as well.
o It should develop and promote use of ongoing collection o_f
reliable, standardized data on smoking habits, attitudes and
risks, should standardize and pronote use of existing popu-
lation study data and support increased collection of and
accessibility to National Center for Health Statistics
data -- all to allow exchange of data and support of tobacco-
related research by multiple agencies.
o It should conduct "qualitative analysis" of tar delivered by
"the changing cigarette".
TI/INDUSTRY ACTION
o Industry must decide whether company scientists can
participate as observers, as they did with the now
defunct Tobacco Working Group of the National Cancer
Institute, their expertise well appreciated by
government and the anti-smoking research community.
0
TI must'do the same, although in this fiscal climate
there appears little chance of a campaign of the scale
suggested by the Heart Institute's former director, who
touted the government's highly successful National High
Blood Pressure_ Education Program and the accompanying
demonstration and control projects. (One estimate of
these federal programs: They've cost the taxpayers some
$100 million since 1972.)
o See above
o See above
o See above
o See above
+79`OF2+70 -10-
COALITION PROPOSALS FOR
RESEARLI - - . CTI4NS (cont.2) TI/INDUSTRY ACTION
o_ The national center should develop funding and adminis-
trative support while pronoting, with government, more
support for training and career development in research
at all career levels and urge affiliates of all voluntaries
to establish lectureships and other sponsored programs with
professional schools and societies.
o The industry should support this in principle as being
in line with its longstanding position that only further,
well-designed research is going to answer the questions
posed by the smoking and health controversy.
o Conferees should bring high priority research areas to the o TI must:continue to point out that
more research is
attention of HIIS, the voluntaries and the research comnuni- needed as well on other suspected
causes of the diseases
ty, specifically: for which cigarettes are blamed and especially on the
third "high priority" area here, the mechanisms of
"Interactions of genetic, environmental and other disease production.
- - -- - - - - - -
exposures with smoking
"The effects of involuntary smoking
"The mechanisms of disease production
"The impact of changing tobacco usage"
o Research proposals in CHD, COPD and pregnancy effects and o See above
of the human health effects of "the changing cigarette" on
smokers and involuntary smokers should be actively solicited.
(The workinn ^roup did not say by whom or who should pay.)
S9^01'^470
-11-
COALITION PROPOSALS FOR
WORKPUCE S N~OKING-CO TRIOL--INITIATIVES
Voluntaries and National Coalition should strive to reduce
smoking at work by increasing the number of employers with
smoking control programs and policies; to reduce employer
smoking-related costs; and to meet health needs of employees
and their dependents, by working with management and labor
to:
o create and promote a model corporate policy on
smoking control.
'39FOF^!70
TI/INDUSTRY ACTION
0
0
TI must utilize all means to reiterate industry
position that the employer knows best how to meet
the needs and comforts of his workers and customers,
that a fair-minded and practical businessman must
make up his own mind rather than being forced by
law to deal with what may not even be a problem.
TI must speed up the planned pilot survey with the
National Restaurant Assn. and subsequent use of
the data as outlined in New Directions memo of
12/4/81.
o TI must utilize Outreach to sway employers against
unjustified and unnecessary action on workplace
smokingk o TI must expand the use of "Common Sense" film and
hasten production of a new film on smoking and
health, including reference to possible workplace
problems.
o TI must continue to promote and publicize criticism
of bad science such as Repace and White-Froeb, per
New Directions memo of 12/4/81.
o TI has begun through staff assignment refutation of
the William Weis "study" of smoking employee costs
to his boss.
o TI administration must assign immediately responsi-
bility for collecting corporate "smoking control
policies" gathered in the field or otherwise ob-
tained, for appropriate response, demonstrating
that objective cost/benefit analysis does not work
for anti-smokers.
COALITION PROPOSALS FOR
WORKPLACE SNfbKING CONTftOU-flA1'fiIATIVES (cont.2)
o Develop information and incentive strategies for involving
organizational leaders (undefined) in smoking control pro-
grams, including a cost/benefit analysis of such programs
by an expert task force.
o Initiate a public relations campaign involving the (still
undefined) organizational leaders.
o Distribute national standards on smoking control programs
to encourage employers to use a wide range of approaches,
incorporation of prevention in health professional curri-
cula and of responsibility for prevention into health
professional job descriptions.
o Encourage all branches of government to take exemplar roles
in restricting smoking among their employees and to provide
anti-smoking education and cessation programs.
o Identify and proselytize smokers at high risk because of
occupational exposure, documenting that they have been in-
formed "and emphasizing control both of occupational and
cigarette smoking hazards".
L9TOr F+r0
TI/INDUSTRY ACTION
o TI must be prepared, through in-house assignment or if
necessary working with consultants, to refute the
methodology-and credibility of any study of the "costs
and benefits" of smoking control programs and policies.
o See above -- TI must also await further definition of
voluntaries' proposed action in final blueprint report.
o See above
o See above -- TI must also continue to work with unions to
protect the rights of the smoking worker, pointing out
that the happy worker is more productive and that greater
productivity is obviously necessary in private as well
as public sector in today's climate.
o If this recommendation appears in the final blueprint,
TI and its allies must take every opportunity to point
out the hypocrisy of this position and the voluntaries'
failure until very recently to even acknowledge any
problem in workplace exposures.
-13-
COALITION PROPOSALS FOR
STATE AND LOCAL--- -T~f~IATIVES AGAINST TOBACCO
o States should enact clean indoor air laws to limit the
smoking of tobacco products in the workplace and all places
visited by the general public.
o Local school health education curricula should emphasize
the health, social and economic consequences of smoking.
o States should give top priority to legislation al'lowing the
sale of only "self-extinguishing" cigarettes.
o School boards and local governments should prohibit smok-
ing by anyone on public school property.
o State education certifying bodies should ensure that health
education is an integral part of elementary certification
and require specific certification of all secondary teach-
ers of health education.
o School authorities should encourage community partici-
pation in their nonsmoking and comprehensive health
education efforts, using youth and parents in planning
and implementation.
o_ States should establish mechanisms to assess health
education teacher qualifications and to establish accessi-
ble in-service training programs to meet perceived needs.
o State and local coalitions should "work to enact legis-
lation and other initiatives as specified, and any such
other actions consistent with the local political climate".
TI/INDUSTRY ACTION
o TI must hasten its promotion of smoking restriction
waivers as outlined in the 12/4/81 New Directions memo.
TI must speed up planning and implementation of a
campaign to discourage youth smoking.
o TI must resist such legislation while it completes and
speeds into being its proposed fire safety program.
TI must continue to insist that school smoking rules
are a matter of local judgment respecting freedom of
choice, and should not be subject to pressures of
national organizations.
o TI must try to reach and ally these groups through a
0
campaign to discourage youth smoking. It must also
monitor any national moves toward standardizing certi-
fication and keep an eye on so-called smoking education.
TI must hasten to implement a proposed youth campaign.
o See all of above
o TI must develop proper and sufficient materials for the
field forces.
T'HE, DEV'ELO~P~~M'E?VT~ OF ~ TO~~B~~AC~C~G INDUST~RY' STRATEGY
I. N'ew Challenoes aind Changing tvTeeds
II. Elements of S'trategy
A~~ . D ef'ens iv~e~~:~ Appendix A
B. Positive: Appendix B
( "Neur Initiatives for Industmy Action")
III~., Th~~~e~ Ilnt~er~ac~~tio~~~n~ o~f' S~tr^at~egic~ Elem~ents~
I. New Challenges and Changing IV'eeds
These materials are basic,, first draft eiements of what we
hope will become a unified Tobacco Institute straltegy.
We suggest there is now a fairly urgent needito (a) agree on
an over-all strategy; (b) approve certain concepts as its components,,
.and (c) then~move ahead and work out the components in detail so
that the are tightly planned,, concrete sub-programs to a, straitegy.
The need exists -- and is really urgent -- because
1. M'ultiple challeng,es are arising increasingly in
different categories: health, ta'.xes, ingredients.,,
labeling, advertising,, product specification,, stabi-
Iization, and:import-export are examples. As new
issues are addled', the earlier layers do~ not recede
I
or g*away;, they continue to g,row..
2. Organized adversaries are united for the first
time. They are implementing a multi-issuue strategy
on several fronts simultaneously.
3. Firmly committed supporters are diminishing in~the
federal and state legislative bodies. More of' our
natural friends are marginal, frequently with us, but
sometimes against us.
rage e
4. A positive program is reqwiredlas a counterpart
and' to balance our d'ef'ensive lobbying, efforts. It
is no longer adequate simply to oppose something.
5. The playing field is being,defined and drawn
too often by our adversaries. A basic lesson of
politics is to dleveloplyour own playing field and
avoid as mulch as possible playing on the opposition's
playing field..
6. tJeca. Durposes for the TI now arise with increasing
frequency. Originally, the TI had one paramount pur-
pose, the federal health controversy. But it noca
must serve several purposes simultaneously.
7. Individual company strategies are certainly
being considered' and' deveL'oped. The industry aisso-
I
ciation should create and implement a strategy which
both complements and, supplements member company
strategies.
II., The E'lements of Strategy
Three criteria should be observed in the evolution of strategy:
0 It must have bothidefensive and positive elements
and they should' be complementary;
ol The over-all strategy should look toward two results:
success, and the evolution of a full-service industry
association.in the process; and,
o TI resources should be mobilized accord~ing,to:a pre-
cise plan to effectuaite all elemenits of' strategy.
G
4~_
L~J
G~1
~
rO
A. Elements of Defensive Strategy
1. Defensively, there mu!st always be a capability to react to:new
and sometimes unforeseen circumstances. A primary strateg,ic
obj.ective should be to reduce the almount of pure reaction re-
quired, but equally,, a, certain degree of reaction is the pri-
mary criterion for strategic defensive preparation.
2. Appendix A describes in detail the anti-tobacco program,, multi-
-faceted and multii-issue in nature, whichithe, coalition of
adversary organizations hava developed. Oppositaeach, component
of the adversary program in Appiendix A! is the proposed balsic
response of'the TI. Over a period of time, these!responses will
be dieveloped~ further,, refined, and made more specific. For the
moment, they are~given as general strateg;ic response.s to mu1-
tiple attacks,.,
.
The adversary coalition ha~s included nearly every form of attack
imaginable in its strategy. Several of these adversary issues
are arising independently of coalition plainniing,, springing, up
on their own. The sub-programs being, d'eveloped, to counteractty
the: coalition strategy will therefore be eq,ually useful in
meeting simiilair attacks whichidevelop from other quarters.
~
~
c.,
~.~.
~
c.~
~
~~ ~
B. Elements of Positive Strategyr
Nlew Initiatiues for Industry A'ction
The entire tobacco industry is subject to negative press, adverse
legislationland criticism from the public-alt-large. To counte:ract
this negative image and to demonstrate to the public that we are
a responsible industryand are capable of looking beyond our own
interests,, we have developed an outline of several public service
programs for industry consid'eration. They are described in detail
in Appendix B.
The Tobacco-Institute is proposing the expansion of the tobacco
industry's involvement in public service.and social affairs. Our
objectives for public involvement are:
1. To receive broad recognition for responsible
public service, i.e., to offset' the notion that
we place profitability above public welfare.
2'. To be viewed as constructively addressing
tobacco-related issues of public concern.,
The President has stated that the government is over-extendiediandi
it can no longer taks full responsibility for programs serving people.
President Reagani has asked the private sector a~nd private individualls
to aid i~n the task of'aSleviating,national social andieconomic con-
cerns. The tobacco:industry should answer the P'resident"s request
for private: sector voluntarism by pooling,its resources and, exper-
tise and embarking on a program of social involvement as an industry.
raK C e
The potential positive outcomes of ad'opting programs of this nature
may be:
o increased goodwilil~ and reputation of the tobacco
industry,
o strengthening,of social and economic systems inn
which the industry operates.
o the ability to affect the problem areas that
most concern the tobaccolindustry and'simul'tan-
eouSlyobtain taxb:enefiits.:
o a more sophisticated undlerstanding by government
regulators of the needlsJbehaviors of industry.
For example,, a program to discourage teens from
smoking (an adult decision) might prevent or
delay further regulation of'the tobacco industry.
A fire safety program which emphasizes precautions
against all potential fire hazards would demon-
strate the industry''s concern for public safety.
All the proposed programs meet our objectives as well as the following
selection criteria:
1. Programs must be related to our business -- perhaps
~
.~:
not in obvious direct ways. As in all investments
C~1
there should be alreturnion this one ~
. (t
Ln
r
2. Programs must demonstrate -- not just verballize
-- the industry''s commitment to public service.,
3., Programs must he2p us develop new political and
business relationships, i.e. build further
alliiances.
4. Programs must be consistent with all liegitimate
legal and poltical strategies.
The programs described in Appendix B are in conceptual farm4 But
The Tobacco Institute is prepared to expand them withithe, addition
ofdelivery mechanisms and communications opportunities.
The,first two programs in Appendix B -- involving fire safety and
teenage smoking-- are, in our estimati:on, important subjec--s for
industry involvement, and address immediate concerns.
The foTlowing,long range programs should be regarded as indicative
of'the type of general public,service programmingthe industry could
assume. The ideas might well prompt other creative approaches. The
programs can be launched'quickly:,, but can be ongoing and can have
long term benefits., These outlined programs, again described in
Appendix B, are to:
- support an alternative health research charity.
am=
eftft=
- participate in national andcommunity basedijobi
training and job placement.
- provide services to handicapped children and
their families.,
educate:young Americans about parenting responsi-
bilities and provide services for pregnant teen-
agers,, young,parents and their children.
- assist in health science education..
Finally, we need to take stock of'existing industry programs. By
compiling informatioa on public service programs being funded by
tobacco companies on a local or national level the Institute can
better serve its members aindicanicommunicate to public leaders about
their specific and general concerns~. We can and should be able to
tell a Member of Congress about activites we are supporting in his
district and' about programs with which he is substantively or per-
sonally involved'.,
5
~
C1
C.~.
5
Co
-,1',
-_!
III. The Interaction~of Strategic Elements
This draft of a proposed industry strategy has been designed
to become evolutionary, articulated iin more specific detail as it
develops, and is refined.A1l of these steps are directed toward
assuring,the interaction of both d!efensilve and positive elements.
For the Executive Committeee the adoption of tnis concept will
require some increase in policy-making commitment andloversight of
a comprehensive strategy.
At this point, the initial steps are (a) a decisionitoidevelop
such an over-all strategy; (b) selections of specific programs from
Appendix B as its components, and (c) approvall for the TI to move
ahead to plan strategic sub-programs with appropriate delivery: mech-
anisms in greater detail.
00
