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
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.
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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'
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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.
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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.
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Health Science Education
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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.
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H'ealth Science Education
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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.
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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.
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