BACKGROUND NOTE: This paternalistically-titled
document outlines Philip Morris' plans to
reduce a very strong (72%) approval rate for an initiative that would
provide Californias with no-smoking areas in public places into a
failing vote for that initiative. From this we can see how strong
public support is for such a proposal prior to the industry's strong
efforts to defeat it. The document also provides a complete budget
breakdown for this campaign, as well as an organizational trees.
Quotes:
Petitions have been filed in California which will cause a statewide
ballot measure to require separate smoking and no-smoking sections in
public places. The proponents claim to have filed 525,000 signatures,
almost 200,000 more than the 356,000 valid signatures required. This
measure will appear on the November 4, 1980 General Election ballot. It
will probably be approved by voters unless vigorously opposed in an
agressive and effective campaign.
...The total campaign budget is under $900,000.
CAMPAIGN GOALS AND STRATEGY
A. GOALS
1. Convert a high (72%) pro-restriction attitude to an
anti-government regulation statement [handwritten in here is the word
"sentiment"] demonstrated through votes against the initiative.
2. Develop a political environment conducive to favorable
consideration of future regulations and/or legislation.
B. STRATEGY CONSIDERATIONS
There are three possible alternative strategies for defeating the
measure:
* Attack the concept of government regulation
* Attack the "Smoking and Non-Smoking Sections Initiative" law
* Attack the proponent organization itself
Of these alternatives, attacking the proposed law is the most sound
approach. Opinion research verifies this; it combines both rational and
emotional appeals, and it is appropriate to responsible corporate image
strategy.
...CAMPAIGN PLAN
Consumers
The messages to consumers will be clear:
* Their consumption practices are appropriate demonstrations of
individual liberty which are not harmful to others, and therefore
not an appropriate target for government regulation
* If the government can regulate their smoking practices, it can soon
regulate other aspects of their personal life;
* It is not fair for the consumers' tax dollar to be spend against
himself solely to serve the personal taste and selfish desire of
others;
* it is not morally acceptable to create two distinct classes of
people, in which one class has special privileges over the other.
THE TOBACCO INDUSTRY
The success of a campaign to reduce support for the "Smoking/No Smoking"
initiative relies significantly on the assistance of volunteers from the
California tobacco industry...
THE PUBLIC, THE MEDIA AND THE LEGISLATURE
Overlaying all elements of the campaign, there msut be sensitivity to
the long-term political impacts of campaign activities. Specifically,
campaign actions must not damage industrial credibility with the media,
legislators, or State administrators who will make the future final
decisions on laws or regulation to implement the Initiative, should our
campaign fail to defeat it....
Anne Landman
American Lung Association of Colorado, West Region Office
Grand Junction
Title: How Many Times Do We Have To Say "No?" Proposed Campaign Plan
1980 California Smoking/No-Smoking Sections Initiative
Type of Document: Report w/ Budget, confidential
Date: 19800000
Author: Robert Nelson & Associates, Inc.
Site: Philip Morris document site http://www.pmdocs.com/
Page Count: 17
Bates No. 2024077821/7837
URL:
http://www.pmdocs.com/getallimg.asp?DOCID=2024077821/7837
