Philip Morris

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Philip Morriss Project SunriseWeakening
tobacco control by working with it

• Ruth E. Malone, RN, PhD
• Patricia McDaniel, PhD
• Elizabeth A. Smith, PhD
• University of California, San Francisco
• Department of Social Behavioral Sciences
• Funding NCI CA095989,
• American Legacy Foundation Fellowship,
• CA Tobacco-Related Disease Research Program
  13KT-0081

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1990s U.S. tobacco industry faced challenges

• FDA attempts to regulate cigarettes/nicotine
• Multiple state lawsuits
• Smokefree laws
• Tobacco control activism
• Critical media coverage

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If status quo were maintained
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Butwith a proactive agenda
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Fair Play included
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Researchimportant because

• Antis activities are a principal reason
  fornegative sentiment against the tobacco
  industry.
• Anything we can do to research and counteract
  their activities is at the same level as our
  research on ETS or nicotine (albeit not as high
  profile
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Relationshipsimportant because
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Exacerbating conflicts
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Weaken credibility

• Publicize financial motives of Voluntary Health
  Organizations How do these organizations raise
  funds and what do they do with them?...
• Work with other social stakeholders to question
  priorities of foundations involved in tobacco
  advocacye.g. raise questions about why RWJ
  foundation support is not going to other causes.

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Diminish funding

• Establish a coalition of watchdog groups,
  conservative media and non-traditional allies to
  publicize evidence of abuses of federal and state
  statutes
• Divert funds to either benign tobacco-related
  programs, or to programs that affect other social
  policy stakeholdersAn example might be to divert
  ASSIST or IMPACT funding into programs designed
  to enforce tobacco minimum age laws.

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Evidence of implementation

• Research
• Created Common Ground database on tobacco
  control organizations
• biographical information
• funding sources
• political contributions
• advertising
• meetings
• budgets
• policy priorities/plans
• communications

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Evidence of implementation

• Relationships
• Attempted dialogue with AHA, ACS, ALA re youth
  smoking, access
• Attempted dialogue with RWJ rebuffed
• National 4-H youth smoking initiative (1998)
• Overtures to TC leaders re harm/risk reduction
• Corporate philanthropy

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Evidence of implementation

• Diminish funding
• May have urged IRS to investigate AHA, ALA
  political activity
• National Smokers Alliance sued Roswell Park
  Cancer Institute
• PM report on waste, fraud and abuse in
  California TC expenditures
• Attacking ASSIST
• Marked ? in TC funding

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Evidence of implementation

• Weaken credibility
• Message testing
• Use of third-party allies, e.g. taxpayer,
  smokers rights, pro-choice/tolerance groups
  accuse TC groups of extremism

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Improved attitudes toward PM

• 1993 PMs opinion research showed
• Highly negative view of company
• 2000 39 view favorably
• 18-34 age group rating grew by 26 percentage
  points
• December 2000 More young adults view PM
  favorably (45) than unfavorably (34)

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Conclusions

• PMs makeover is not just PR It is calculated to
  undermine the tobacco control movement by
  creating conflict and thwarting industry
  delegitimization as a TC strategy
• Partnerships with TC may serve PMs aims of
  disempowering TC movement and enhancing its own
  social acceptability

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One last point

• This is a long-term project.It will take a
  series of interdependent actions, plans and
  initiatives. A reweaving of the fabric of social
  acceptability.

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More information

• http//legacy.library.ucsf.edu/popular_documents/
• McDaniel, P. A., Smith, E. A., Malone,
• R. E. (2006). Philip Morriss Project Sunrise
  Weakening tobacco control by working with it.
  Tobacco Control, 15, 215-223.