RJR's efforts to undermine California anti-tobacco ad campaign

Editing RJR's efforts to undermine California anti-tobacco ad campaign

This document from the R.J. Reynolds collection shows how the tobacco industry worked to undermine the anti-tobacco ads being broadcast in California in 1990. The ads were funded by an additional 25-cent per pack tax on cigarettes enacted by California voters in 1988 (Proposition 99). The industry became desperate to undermine these ad campaigns and stop their spread to other states. The document says,

INTERVENE TO REPAIR DAMAGE IN CALIFORNIA:
 * POSITIVELY REINFORCE SMOKER SELF-ESTEEM.
 * ESTABLISH CREDIBILITY.
 * MOTIVATE SMOKERS TO TAKE ACTION.
 * PREVENT SPREAD OF CALIFORNIA ADS

One strategy to shore up industry credibility was to produce "superior" anti-smoking ads targeted towards youth. Another was to "implement 'emotion-based' ads for broadcast communication" focusing on "civil rights/intolerance/anti-smoker agenda themes." Diverting tax funds into non-tobacco-related programs, like a prenatal program, was also mentioned.

This document gives a glimpse into how tobacco companies work to undermine publicly-funded ad campaigns aimed at reducing tobacco use.

This document was selected to be used as a trial exhibit in Minnesota's case against the tobacco industry.

Title ANTI-SMOKING ADVERTISING Date 19900000 Type REPORT Bates 507746858/6870 Collection RJ Reynolds Pages 13

search_term=countermeasures confidential