The 130th Annual Meeting of APHA

3343.0: Monday, November 11, 2002 - 9:19 PM

Abstract #47910

"Empathy" campaign: The links among tobacco industry advertising, public relations, and community targeting strategies

Elizabeth Smith, PhD1, Naphtali Offen, BS1, and Ruth E. Malone, PhD2. (1) Social & Behavioral Sciences, University of California, San Francisco, Box 0612, San Francisco, CA 94143-0612, 415-502-5238,, (2) Institute for Health Policy Studies and Department of Social & Behavioral Sciences, University of California, San Francisco, 3333 California St., Suite 265, San Francisco, CA 94143-0936

The tobacco industry uses a wide variety of strategies to market cigarettes and gain social acceptability for themselves and for smoking. These include advertising generally, advertising to specific communities, and developing programs designed to undercut tobacco control measures. In the early 1990s, Philip Morris combined these three strategies into one campaign. This campaign capitalized on the growing restrictions on smoking in public places by portraying smokers triumphing over their exclusion from planes, restaurants, offices, and the like. The campaign also included contact information for Philip Morris's "Accommodation" program, which suggested that by permitting smoking, businesses could please both smokers and non-smokers. The campaign was used in mainstream media, but also in the gay press, and, unusually, Philip Morris tested the ads in focus groups with gay men. Analysis of this effort through examination of internal industry documents provides a window into the close relationship between tobacco marketing, and industry public relations measures, as well as the process by which the industry develops new target markets. Tobacco control advocates will learn to recognize these industry strategies in order to develop effective counter techniques. Funding: National Cancer Institute Grant #1 R01 CA90789-01

Learning Objectives:

Keywords: Tobacco Industry, Gay Men

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

Identities, Images and Deceptions: The Tobacco Industry and Special Populations

The 130th Annual Meeting of APHA