Demonstrations against the tobacco industry
Who undertook action: Coalition against Uptown Cigarette
Type: Ad hoc African American community advocacy organizations and health organizations
Size: 35 leadership organization
Years: 1989-1990
Scope: National with focus on Philadelphia (test market)
Targeted companies: R.J. Reynolds
Focus of action: To prevent new Uptown cigarette (targeted to African Americans) from reaching market
Concurrent events: Growing awareness of predatory marketing practices and tobacco threat within African American community
Industry behavior change sought: Cancel production of cigarette
Smokers/smoking a focus? Yes
Main strategy: Media advocacy; community mobilization
Supporting strategies: Enlisting powerful opinion shapers such as HHS Secy. Dr. Louis Sullivan
Well-funded? largely grass roots
Breadth of campaign: Press conference, rallies, editorials
Evidence of effectiveness: R.J. Reynolds stopped campaign and never marketed Uptown
Industry response: Industry accused opponents of racism, argued that opponents were implying blacks not capable of making decisions for themselves. (Industry used similar argument in fighting opposition to Virginia Slims -- that opponents were implying women not capable of making decisions for themselves.)
Resolution: R.J. Reynolds stopped campaign and never marketed Uptown
Industry gains/losses: Cigarette withdrawn; RJR's tactics exposed by community
Community gains/losses: The success of the Coalition Against Uptown Cigarette was the impetus for the formation of the National Association of African Americans for Positive Imagery (NAAAPI) in 1991.
Good for tobacco control? Yes, helped educate community about industry tactics
Observations: A well-organized community response can have a major impact on corporate activities.
Links: SCARC Action Alert January 19, 1990
Who undertook action: Tobacco control advocates and groups such as Stop Teenage Addiction to Tobacco (STAT), Doctors Ought to Care (DOC), Smoking Control Advocacy Resource Center (SCARC)
Type: Network of grassroots and mainstream health groups
Size: dozens of groups
Years: 1990-1991
Scope: Nationwide U.S.
Targeted companies: PM
Focus of action: To expose Philip Morris's deception in associating the Bill of Rights with addictive cigarettes; to hold PM responsible for tobacco disease and death
Concurrent events: ACT-UP boycott of PM
Industry behavior change sought: Stop marketing deadly product
Smokers / smoking a focus? Yes, hazards of smoking highlighted
Main strategy: Demonstrations against PM's $60M "Bill of Rights" tour to dozens of U.S. cities
Supporting strategies: Street theater including Nicotina, tobacco parody of Statue of Liberty, press conferences, dissuading community groups from partnering w/tour, tobacco expose film "Death in the West" sometimes shown where tour appears
Well-funded? Mostly grass roots, some organizational support
Breadth of campaign: Demonstrations held in many cities where tour appeared, thwarting PM's PR efforts
Evidence of effectiveness: PM shortened planned tour by several months; reduced publicity about venues, Boy Scouts withdrew support
Industry response: Industry attempted to frame demonstrations as an example of the freedom it was celebrating but did not get PR victory it sought
Resolution: Tour ended early; advocates received a great deal of press
Industry gains/losses: Industry vulnerable to bad press, thwarted in attempt to be seen as legitimate
Community gains/losses: Used opportunity to expand dialogue about harms of tobacco and deception of industry
Good for tobacco control? Yes, used backdrop of Bill of Rights to expose myth of free choice to smoke, emphasizing addiction
Observations: Excellent use of public event to marginalize industry with effort shared by different groups in different places.
