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The '''Social Costs/Social Values Project''' was a multinational tobacco company effort understaken in 1979 to develop unified, global measures to combat the social cost and passive smoking issues, and to slow or reverse the declining social acceptability of smoking worldwide.  The social costs arguments against smoking held that smoking puts additional financial burdens on society through increased absenteeism, increased medical costs, higher cleaning costs, and by increasing fire loss. The argument persuasive in convincing employers to voluntarily ban smoking from their workplaces. The Social Costs/Social Values Project was created to counter these arguments, to support the view that smoking is a normal behavior, and to elicit the benefits of smoking to society.[http://legacy.library.ucsf.edu/tid/rda29d00][http://legacy.library.ucsf.edu/tid/sfa29e00]  The project was carried out through the international tobacco company organization [[ICOSI]].