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Bliley RJReynolds

Report Concerning Public Smoking Attitudes and Issues Prepared by RJR Marketing Consultant Transmitted to RJR in-House and Outside Legal Counsel, RJR Employees, RJR Managerial Employees Detailing Issues Discussed at A Meeting Between RJR in-House Legal Counsel, RJR Marketing Consultants and Outside Legal Counsel for Tobacco Companies to Assist in the Rendering of Legal Advice.

Date: 12 Oct 1978
Length: 19 pages
500851454-500851472
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Author
Schenkel, W.J.
Bbdo
Recipient
Peterson, J.R.
Wilson, J.T.
Christopher, F.H. Jr
Crohn, Max H., Jr. (RJR Attorney, General Counsel, CTR Director)
Max H. Crohn Jr. was the former General Counsel for R.J. Reynolds and he worked for Jacob, Medinger & Finnegan.

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Page 1: 500851454
• A Narrative of Key Events in the SOSAS P~oject ~everal names occur perlodlcally throughout this narrative. For brevity, Initlals have been used where eppropriate as followst - ~Ilm Peterson G~ - Grill Harlow - ~arles ~cker ~ - ~x Cro~ - ~is Durd~ ~ - ~n Sust~a - B~I Christo~er ~ - ~w~d Jac~ March 22, ~e first m~ting of ~e Natlonal C~ission m ~ ~ ga~er ~st~ny from ejective (~owh ACS ha~-pick~) wi~sses r~ardi~ t~ d~er of ~kl~. ~v~ ~re r~ion~ ~ar~s ~re ~nd~ted ~ ~y/J~e. "On March 25, W. Bobbs met with Senior Management of his five agencies {TD present for BBDO) to brief them on the ACS "Target l~Ive" program. A short term solution was discussed to ser~ tobacco industry sponsored witnesses to the next ACS hearing. l~Ine longer term strategic solutions were also discussed.
Page 2: 500851455
-2- April_ - On April I, L. Light of BBDO presented the joint opinion and rationale of all five R3R agencies that industry sponsored witnesses should not participate in ACS hearings. BBEO recom- merged establishing a task force Ix) develop a plan to confront longer-term problems confronting the industry. On May 2, L. Light presented 15 antl-smoking Lssues and possible responses to each of those issues• Mr. Light's "Issues ar~ Answers" presentation. - A research study conducted in June 1977 by V. L. Tazrance JJ~licated that the Tobacco Industry Imago was not particularly positive. ~1~e Industry was rated 5th of 5 and below both the Liquor and Oil Industries. - Focus groups were conducted by the Beam~n~ 6rganizatlon • Oune to identify ~oklng-related issues arc] their relative ~mportance to the general population. Irritation to non- smokers and non-smoker health were qualified as the two most ~mportant issues..Tnls study was managed by GH and also represented the first formal, advisory involvement by BBDO Pesearch. U~ 0
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~ - ~ublic Opinion Research was launched to identify major ~ndustry Droblems and possible positions of greatest ~ppeal to general Ixfl)lic. . On July 11, A~ency Management (TD), Accost ~nd Creative G~oups met with JP and HC in Winston-Salem to discuss overview of SO~AS project. _August - On August 16, B~DO Account and Creative Groups were briefed on anti-smoking issues, by RJR Legal and R&D in Winston/Salem. /~ C- In August 1977 EBDO prepared a summary of the history of pro- ~ " ~ hlbition to underscore the similarity of events leading to • ~ohibitlon compared with current anti-smoking activities. continued work on the development ard refinement of basic obrcepts representing vlable Ion<j-term SOSASdlrections. _September - Several meetings were held throughout September with KTR - . personnel to. review on-going basic concept pcogress. o 0 U~ ~,
Page 4: 500851457
October - On October 21-22 the SO~AS retreat wa~ held in NYC. The ~urpose was to review the SO~AS charter and objectives, share data developed to date, and firm t~. dlrectlon and priorities. Three research studies were also reviewed as follows.. - Research was conducted by the Bea~nont Organization to quantify smoking-related issues identified in earlier research. A major finding was that non-s~okers' health emerged as a serious concern among smokers (51%) as well a~ non-~okers {71%). F~reover, smokers .e~ppeared to offer little resistance to further restrictions on smoking. In-depth intervie~ ~ere conducted by Civil Service, Inc. in early fall 1977 to relate smo.~irg to various lifestyle segments ~n the general population. In general, this study suggested that {~ smoker is not perceived highly either by himself or by non- ~okers. However, the study also show~] that people dislike further government regulations except for the anti-smoking zealots ~ho are u~compromising in their cause. Results were also released of the Opinion Leader P,e.search con- ducted by the Edelman organization. ~he research consisted of "cigarette related" conversations with media, govenment, and corporate executives. ~ong the findings becoming less socially acceptable and that a "courteslf campaign was desirable. Opinion leaders generally placed little credence $n the passive s~okirg issue.
Page 5: 500851458
oO • Novembe[ - A meeting was held on November 22 at BBDO with Mr. Shlnn con~nenting on several SOSAS position statements. Based on these co,ments various positions were eliminated from future consideration due to legal considerations. - BBDO supplied several demographically acceptable test markets to Roy .Pfautch and the Edelman oranlzatlon. BuR personnel further restlcted this market llst on th~ basis of the local press, severity of local antl-smoklng cllmate etc. Two test areas {Erie, Pa. and Des Molnes, ~owa) ar~ two matched control areas (York, Pa~, and Cmaha, Neb.) resulted from th~s process. BBDO reiterated its concerns with test marketing, stating that test markets would forfeit the surprise element. Also, measuring attitude.shift over such a shore tL~e interval • - woold probably result in inconclusive data. .December - In a December 5 meeting with BC it was confirmed that BBDO's |I responsibility for all work would be the passive ~oklng .... : .... ~-~._=.... |ssue. Also comments fr~ Messrs. Crohn, Shlnn, an~ Jacob • WOUI~ be incorporated into several alternative concepts prior , to group sessions to be held later that month. • - On December 13, concepts were finalized with RJ'R ~ in NYC ar~ the first focus groups were conducted in New Jersey. -- BB~O attended focus groups in Seattle on December "" U~ : 0 0
Page 6: 500851459
- BBDO aLtendecl ~ocus 9rou[~; In St. I~:)u~[s on ~r 20. [~rom the focus gro~s four ~ositions emerged as bein9 most viable £or future consideration: Non-Smokers' Health, Courtesy, Smokers' Right to Smoke, ;~dltional Government Regulations. ~he first " Of these potential positions, Non-Smokers' Headth, was Judged to have the greatest promise. Also in December, results were received from the Yankelov-lch Corporate Priorities Research designed to measure public pollcy pressure on business. The research was conducted among leadership ~people {government', media, financial) as woll as the general popula- tlon. High proportions of both population segments view pa.ssive smoking - as a health hazard and see increased cigarette tax as the next public .policy target• In general, there was little confidence in business . With most people feeling that there ls an over-emphasis on pro£1t at t~e expense of public interest. In DecOr BBDO was charge<] with identifying various service programs (~Jre prevention was among those suggested) for public relatlons purposes. The Agency forwarded its proposal and suggested some prellminary research to determir~ the potentlal downside of relatlng the tobacco Industry (cigarette ~oking) with fire preventlon. The public service program was later dropped from consideration. - ~ l~ce~ber R3R concluded that the "prL~e prospect" for SO~AS related projects should be the voter. O . 0~
Page 7: 500851460
January 1978 • - On January II, Mr. Califano (HEW) announcedm, ambitious govern- taent antl-smoklng program. - BBDO conducted a hotllne regardin~ Mr. Califano's statement on ~anuary 12. Results were that 72% were aware of this announcement~ 56% on an unaided basis. CalIfano was personally Identified by 21% of those aware. - Based on the December focus groups, ~BDO began writing ads to the four basic poStioning statements. On January 24 a meeting was held in W/S with JP, where the Agency presented 24 print ads {3 a~s each of 8 campaign ideas written to 4 strategies}. MC sul~plled detailed Legal oo~ments. ~P invited the Agency to present the creative to Messrs. Stlcht and Stokes in early February. ]n January 1978 the Tobacco Institute tested two ads ('Good Green Eand', =Tobacco Leaf") to determine their ability to generate a favorable attitudinal shift toward the industry. The ads were tested in =family" states a~] received dJrectlonally If not slgnl- flcantly positive results.
Page 8: 500851461
"8- Also in January, a study was cor~uctedby V. L. ~arrance in California to gauge attitudes toward a proposed California smokin9 restriction law. Taere was significant sup~rt for the law among ~1 se~ents samp. led. However attitudes in favor of the law . droppod as costs to the taxpayer increased. ~ January 31,. ~ National Commission on .~Okil~ arx~ Publ|c Policy r~nded a far-reaching antl-s~oking I~cogram whlch was .covered l~road]y by the media. .February - B~DO conducted a ~1~. t_line" regarding this announcement on February 1. 51% of tha population was aware of the announcement. -- l~ased on sugo.estions from the January 24 co[:~, meeting and subse .~uent ~llseusslon at BBDO, creative development proceeded on 10 J6eas (5 of the original 8 from the January 24 meeting and 5 new ideas). ~heae were sb~n to HC, (~, ard RR at BBDO on February 2. At this l~eeting Agency Hanagement {TD) presented 12 possible SC~AS positions arfl strategies that were considered for develo~ent. After revlewirg tJ~ pros and cons of each position TD recommended one strategy ~noke Does Not Cause Disease In Non-Smokers") as most llkely tb affect • tJ~e outcome of present anti-smoklng propaganda. ~Ihe primary reasons fo~ pursuelrg this strategy were twofold as follows.: a.) anti- l~mokirg forces are presently attemptlrg to co~unlcate that passive l~oklrg is harmful, ard b) if successful, a t~oker could not then defend his p~sition on the grounds that he is only hurting himself. ~I~ raed for concise ard belleveable substantiation for the recommended strategy was underscored along with the need to reach voters on
Page 9: 500851462
l~b~.ic opinion records as ~vell as opinion le~lers, D~e ~ ~ strop. ~t ~e eventuel ~ ad(s) ~ strai~ht-for~ ~d ~"sllck" ~ ~at ~ ~uld not ~ive t~ ~ressi~ ~ck~ ~ substantial ~acco I~ustry dollars. ~Itionally, it r~e~ that L~ ~s ~ test~ u~er tight 1~rato~ ~itlo~ ~rm~e ~e d~r~ of attitude ~ift ~at might ~ exactS. s~est~ ~at.o~y th~ s~d test m~ket~ ~ ~nslder~ sin~ a, fo~ ~st ~ket mi~ht result ~ a ~ter-at~ck ~g ~arted ~ ~fore ~y S~ natlon~ effort, ~ ~re~ bl~ti~ t~ ~ntent of o~ ,~s~ge. February 2-3, W. ~Ire, Y~e ~]~y Professor, revle~ ~ ~Isc~sions ~nflrm~ ~ver~ ~jor principles guid~ "issue" ~vertlsi~ a~ s~estlo~ ~re offer~ ~tion ~ct for ~I~ ~ subjectively r~u~ t~ n~r of c~_a~ for s~ ~ent ~stin~. S~kes w~ ~st~n~ ~til Febru~y ~0.
Page 10: 500851463
- On February 9 the Agenc~ Ceviewed this .¢¢esentatton with 0P~ DO~ HC~ a~ RS. Agency Management (TD) ~gain p~esented the BSDO position on passive snoking. - On February i0, Agency Management gave a presentation of SOSAS creative development to date to the RJR Publlc Relations Management. -. On February 10, a meeting was held with Messrs. Stlcht and Stokes at£er~Ing. A limited selection of SOSAS creative was presented (i ad each for 6 campai~ ideas). Agency Management (TD} presented BBDO's position regardirg how and why passive smoking should be the key SOSAS . ~sue versus several other visbie positions. ~he presentation was favor- ably received ar~ general approval was given to reflne the creative for eventual copy testing. On February 14 BBDO conducted a hotllne on the meaning of the word "disease.= Concluslon: =Disease is what you can catch~ what you do to yourself is not a disease.= On February 21 JP and I]C updated the Tobacco Institute on SOSAS Ixogress to date. - on February 22 BBDO updated CT on SOSAS. 0 0 o~

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