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<blockquote>:For the first time, [EPA] report provides alleged proof of link between ETS and cancer...Shifts argument from 'personal choice' to 'smoking is unhealthy for everyone'...Arms antis with scientific proof to go to OSHA...Fuels emotional hysteria of antis...Will likely accelerate efforts to prohibit/restrict smoking further...Alters image of smoker [from] 'Bad for him/her,' to 'smoker is bad for all of us.'...Puts further pressure on volume/revenue/profit trends.</blockquote> <ref>[[Leo Burnett Worldwide]], "[http://legacy.library.ucsf.edu/tid/gin58e00 Project Brass: A Plan of Action for the ETS Issue]", March 23, 1993.</ref>
SW: tweak format
On March 23, 1993 [[Leo Burnett Worldwide]] presented PM with a proposal titled ''Project Brass: A Plan of Action for the ETS Issue'', which reveals the potency of the threat the ETS issue posed to the tobacco industry. Burnett states,
Strategies Burnett designed to help PM fight the ETS issue were to 1) broaden the ETS issue to encompass ''total'' indoor air quality (thus deflecting attention away from the ETS issue), 2) use "credible third parties" to help the company fight public health measures, and 3) to "create a sense of doubt about the EPA ETS report". <ref>[[Leo Burnett Worldwide]], "[http://legacy.library.ucsf.edu/tid/gin58e00 Project Brass: A Plan of Action for the ETS Issue]", March 23, 1993, p.30.</ref>