BACKGROUND NOTE: This Philip Morris
document from 1961 shows that PM was trying to come
up with alternative business strategies they could pursue in case the
link between smoking and disease became firm the public mind. The
possible actions proposed are quite interesting, and reveal the thought
processes of PM on this issue. Note especially number three, where the
writer, William Dunn, a prominent PM scientist, acknowledges the
'lethality of the residual tars' in cigarettes, and muses about how to
reduce them. Note also number seven, the development an ad campaign
'to be held in abeyance until needed' that would inform the smoker that
it's the way he is smoking that could bring on illness (PM's ideology of
blaming the smoker instead of the product). Idea number ten muses
about capitalizing on withdrawals....
Quotes
Pursuant to the recent...discussion of the letter from Mr. High Cullman
requesting that this laboratory provide recommended plans in strategy in
the defensive health area, I am recording here some points which have
occurred to me....I would define the defensive health area as that realm
of planning for operational changes which would be effected contingent
upon the appearance of conclusive determination (apparent or real) of a
causal link between smoking...and the development of somatic
pathology...There follows a listing of possible courses of action should
circumstances dictate a radical change of posture:
1. The development of a product or products which could be an effective
substitute for the cigarette.
2. Acquisition of subsidiaries manufacturing products which would gain
in consumption as a substitute for smoking.
3. Since it is possible that combustion temperatures are determinative
of the lethality of residual tars, effort could be focused on the
investigation of the cigarette with the objective of moving the
combustion temperature outside the critical range.
4. There could be an exploration of both natural and synthetic
substitutes for tobacco in the cigarettes...
5. A listing and systematic investigation of other variables in the
carcinogenic equation, or other alternative explanations for the
apparent relationship.
6. A systematic development of cigarette variations such that at the
dictation of momentous breaks in cancer research, any one or several
elements can be eliminated from the smoke. This might be developed to
the point of stockpiling critical materials so as to expedite the
production and distribution of the new product.
7. The development of an advertising program, to be held in abeyance
until needed, to alert the smoker to the dangers of excessive
indulgence, or to the avoidance of that aspect of smoking behavior
conducive to the development of pathology....A search of literature has
failed to uncover any attempts at such delineation of behavior or any
attempt to associate any form of somatic pathology with motoric
phenomena other than the quantity of cigarettes consumed.
8...
9...The development of new products....which could counteract the
carcinogenic process.
10. Pharmaceutical diversification in order to capitalize upon and
develop the market for withdrawal medication (tranquilizers?)....
Anne Landman
American Lung Association of Colorado, West Region Office
Grand Junction
Title: Defensive Health Strategy
Author: WL Dunn
Recipient: Dr. A. Bavley
Date: 19610719 (July 19. 1961)
No. of Pages: 2
Site: Philip Morris Document Site http://www.pmdocs.com/
Bates. No.: 1001882173/2174
URL:
http://www.pmdocs.com/getallimg.asp?DOCID=1001882173/2174
Litigation Usage: Texas and Minnesota trial exhibit
