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"' ··· ·~ ·~f~·' II ' Clit; PDF -a!::!!::! . f3StlC, i: Olil ...~ ..::, ~·: '··: (iSi·3i Ilr:SO Contes; The aims a: the survey ~cle fivefold, carried out by rle Snci~l Surlley Division of the i)ffjl:e of Pcl:lliPtia C,;nrils~E ;·r,';:,,:~s, i:; brief was tO detraine: )la) ihe extent to which changes have occurrel in j~:ic;lSrs towards s;oking since 195k; b] Ti~e efirc: or' social class, sex and a2e nnon sPo~in related attitudes; c) The social nor~s re!ifiae to szo~i·~ and the role in drt~rmi~in~ such ~i·ila7: our; d] The natll~e of those attitudes v~ict de~ir~ine sto:iag behaviour and the nature or' beliefs tiat support them; e] The relat!v2 salience of different kinds oi belief (e~g. health related, socfal-s:anCin~ related, etc,) in deteninfng ao~ig behaviour, (P,1)," Eased on fish'oein's theory of attitudes and ssoi:ns hetjv:cu:, the pain aim of the survey, which used aFprox~~tely 1300 non-smokers and !70n snokers, was La ",,, aplore the attitudes and beliefs that determine the intention to sloke or not to 530~e and how such intentions might determine subsequent behaviour, (P,i)," ~n initial period of piler studies was followed by a:ain survey, the results of which will be briefly empated here with two projects carried Out by 9,A.T:- i, Project Libra (1919, 1980, 1981) 2, Project Aries (1981, 1982) O Clit; PDF -!::!!::!!::l.f3 StlC.i:Olil ·· ·"~ L:3gpdtipCn 7i:! be limited to i:,·as;~iii: ~crL1 s;i:ciii~:il:~ cl~l;- c~r~ed ~ith two issues; II S~okinS and Realt~. 2~ The social accl;lrahilIty of s;noking, P~ojrc~ Libra is particularly relevant to the first and ;Tci~c~ ~ri9s ~~ the second. i, SHORING Ah~ HEALTH P:3~e~_L~_r~e~s~s~S~O Survey The objectives or' L!~ra vere to e~~lore:- "(i) The ~avs in ~hich ssoltc~s, ex-nolters and fiever- s~alter; can be distfnguished in trms of their attitudes tb health in general, and sreokfeg and health in particular, and, the indices of psychological difference uhlch best predict the models) of conflict resolution an individual will employ In relation to smoking and concern for health. Using H~SO's divisions, one section is particularly relevant to the smoking and health issue - "SPoking and illness" which comprised chapter five of theft report~ Comparison is hampered by the different types of division used by HFSO and by BIA.T, therefore, where possible, totals of smokers, ex-smokers and never-smoicers (SHO, EXS, NEVS) have been used and expressed as percentages, Clit; PDF -!::!!::!!::!.f3 StlC.i:Olil -- 1 E~SO flS 5~0 ~ETS a) 81;1 :9: Y~ b) 951 9?1 a) Sa~k!ng is taraful to hrallh (~g:e~), b) ~eIe is a conntctfon b~:rcen s~oking dnd ~!~~s. ~~J~cts ~,:e ~s~~d "Da ~ou d~:nt ~~t peoplt ~o s~oie ar~ ;o:e lik~!~ to Eer .,, ?", "~~s" :~spocses are s~o~ Se!ow, P!SO r01 91: Co~gh !6: 90; Brcathle~snr~J 93= ect Bro~chir!s 91Z hi; Bad circnlation ii: S~X Heart disease 70;; 73: Lung c~accr 91= X s~cond guestlon probed the pr~abllirl of illness by asking · "Do you think that ptople vho sloke eIe lore likcll to let any of these things than pcdple who don't smoke"' and n e~prlson vas made betvcen 1964 and 1981 rcspooscal (Sec over), O ClibPDF -?ll~!fastlo.sonl · :?tl ~D ~3 8SZ 912 962 Czce~ 51: ?.; 79: 73: 85; Errd~hirssa~ss Ri: sir 67I 7bI Bronch:~!s ii: ear 2?: 31X 33X H~~rt Df~~se SS: b;: iC: 50X 7SI 69X lung CanceI ~6: ei: ~5! ["Yes" respocscg cnly sho~] li5ra a: t~ose uho agreed thee smoking ~ haraful to hEAlth, t~r~ond~nrs F~TC asted in Fast val, Resn!ts are stnri~ed 5e1ow": -~-~--I-~-~-- -- OICB OF YRESE ~II- FlRST ~SiIOIS SESSES PLlTICO~~I COTCE~S 100t SD EXS ~VS 5~ f';.c ~BPS - I hoclt 38 33 47 42 i; C~est/Eronchial 19 21 21 20 IS 12 lungslEaph~~er 19 22 15 9 It 6 Iteathlclsness 10 9 b 1 8 Coogh 6 1 4 7 BCPPt 1 5 3 6 Z lone 30 27 3b gL ~nIOHS Of cancer gnly 7 5 12 Of cancer I othcr~ 67 69 (7 Of oehers ooll 26 Zf 19 t All flglrca Ire percentages, O C I I i; P D F - v~~ fa st I o.s o nl-- - ''':" ·'!';i .··· ·~ 910 E~S B;~a~hlcss~Ess 36 c0 Co~~bing 15 16 Tii~~ness/slevet 7 10 Ci~ts r:/jronc'nitis 7 9 6ur,e jg 24 SsoXers w~le asked to respond to four ~:ithsn~S about smoking and ~~~1~~ and select one :- Ililn't really bPlie~e that s~o)i~g causes cancer 15 l~i~lly;= vorr:ed about sloking and health 28 at'i~ve that smoking causes cjncer bur don't think it vill :~;ppen to me 30 cone of these apply 5 Subjects in libra vere presented with a series of s;ate;ents concerning ·~ciine and health [16 in all), These have been totalled and averaged to Provide an "intex of concern" - an agree response indicating a lack of coo- ce:n over re!stiocsh!p of sloking to illness, (Statements included itens such as - "mere is too ~ucd Iuss being made about npiisg and health rirts; maa! non-s~o~ers die of illnefsess that are often said to be caused by smoking cigarettes''), Also s~or;n below are subjects' responses to "Rcv concerned are! Fere you about the possible effects your cigarette smoking haslhad on your own health?", libra Index of Concern Actual Concern SMO SMO EXS Q 59,7'. approx, 28:: 43: TV 0\ e0 W Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 C'~~r41irS cnns~i~lltcd a ~.ln~r:: to ~:~tl:~. First :he:r ~~r~ Isbed ''~?;!rt tblre In cigar~tres?" (a); the 5:;hsL:i;lcl·s ~h:ir ;!·II I~3Ye rp~ntioned do you think are h:i~iul to hl:!lth?" (b),;lnd oci: substance in cigarettes o: Cj~3:i~;i2 harmful to heslth?" (c), (a) (5) (C) s~o EXS h~VS S110 EIS BEVS S~O E'S ~i~VS 69 67 61 57 57 64 20 20 38 1;1 cor ine 118 52 50 54 S9 65 66 50 ~ar 21 ?G 6 6 7 3 3 - 1 Salt r:;tre 19 17 26 8 1! 8 10 1? 11 Don' t~~nov ii~:SO 'ihe pr~ei~eG 'sc:ety' of low ta: cigarettes ~2s elicited In two ocestions:- (a) "Ca3;,ared with those e~o eo~e stronger cisjtetces, do yea think that people who Sto~e only lor; tar cigar;!ttes stand Ic~s c~~nce of getting this/these il~ness(es!, more chance, or does it =~~e no difference?" (b) "Comparcd with people uha den'~ smoke at all, do you think that people who smoke only low tar cigarettes stand less chance of getting thislthese illness(es), more chance, or does it make no difference?" O 0\ 03 0\ Clit; PDF -!::!!::!!::!.f3 Stlc.;: nill · B ~HHH WWH M Z hH~g CC~ n O * ~ 39N ul II M H M M H j~ ~Ong I , n ~" 4 * n n re E p I I~ c 9~ ~ W H W W~MH Ne~n n N e H 1 1O Tu O WWHM E~HHHH HN~ N 3 cS 9 H h 4 ng~ n n I ~O 1 I~ O O =r H~HH MHH M Si " n c N D ~ C N n + a ;i Ct HMHW " n m N * 9 n X j N N K N ~ N n M Lnsn CE : " " ·· I S * P O 1 C N W ~O HH nHHM ; 3 CCSN ~C ~I : · · c c ro I I I~ r- C - *E ~I I ~ ~C KHHH WHMW E ~~hnhh ~eM 01 I Oa 8 n u rT~ e u u E C wll ~3 ca ~O LO oc "~ iy * r 06 u 3 C7 llJ IdP Ort OL e ~L , 39 O 3000 u31 ZZ~ TZ 8rT h n v v Q abPDF- ~~R~J~ bean .::::.?, .!C D~ j,,nd, ~tn a~2ad if they ~oilld :r·i~r;i :~:;!!·l~cr;.il C:r;l·:t~, ii t~l~y could dcr;ve t~s sdne s~tls';lc:iail free ::, Ei] s;il~ ~ ii·v ~::I!C, S:~~, , arv Ti?e ~:iSO su:?ey c~vered sEl~c~n arins c~s~etn!nE ~·l,~i~~ and F~~·~!th:- i, SaD~rrs' and non-ssol~er~' b~lieis about the relationsi~f~ bc~~i~rn s~okiag and health among the general population;- alzos~ the entire sa·~:~ beliPwd t~2re ~as s~ee connection bet~een sno~inp and illness, 2, S?iP:il~ t~!iefs:- ?lost o: the sdr.~le agreed that F?oking u~s !i;;tiE to rrs-,:rati~:y i!l::l:s;as and ~~oug'n: them Pore likely if Rare than 10 cigarettes a day ~rrr saoked, I;o~n subjects ~Ere aslcd to set 'abuse levels' - i.e, the 1EFel of srok!ng needed to Produce' Illness - sio~~rs set tie levels above their oc3 consul?ption levels, Even if s;noiers thought about the consequences of guittlng, they perceived the increased risk le7e!s of illness to persist ~oag after they had stopped, 3, ~~:i:sde changes:- There is a general increase In likelihood of acceptance of health risk from smoking, Particularly marked ss the inc:case in belief in the links with heart disease, 4, law tar s;s~ing:- Mixed evidence, Not surpIL~·:ly, chose who had s~i:ched to low tar cigarettes thought they were less hanful. 5, Smokers' vievz about their om health and their own smoking, 40~ thoght the probability of Illness was fneteased by aoking. O b3 0\ C: I i I; P·B F - !::!!::!!::!.f3 st I c.;: n ill · ·- ·--- - · 6, S~·]%2fSI at:::u~es and 5cllais :I~sil: rii~it ,;;n :·11: i~~ ~~ti their own health:- Si?ciz~s did t'~~~ t~p~~i,!g !~lny, li:·:~:~:cE etc,, but were sceptical about t~e Girrct hi·ne::[5 ;o te gained by reducing COC:1~7~:i·3G1 ~e or.ly t!!ncss :;,i·r really thought would be r~~llced in !ikelihnod of r.:!nt;~ction as bronchitis. 7, The effect of doctors' sdvica:- One third had 5Fl·n ~~lvis~d to quit, only hair' had tried and failed, if the s~l!Xcr h~d nor been advised to quit (s)he was confident that if so advised, they would, Libra found a lower level of ct,ilcern about the dangers of srioking than E~SO with rcuch lover nu~5~rs ~ubs~rib:ag to the links between lung cancer/cancer (38: S~O, libra sc, i3X S!10, h'!lSO) although this in·:eas2d if all ce~tions of illness, including cancer, are co~sfde;rd (biX SHD, Libra), O hi \D 03 Q\ U Clit; PDF -!::!!::!!::!.f3 StlC.i: ijTii :· ;:o~c: 2.;:cs v~:ses E~O s::~27 ·---·--·---- ~e ~ost rel~csnt secticns of the i?lSO jl::~~y c~ic:~,·d:- '~ca 1 ctl ~tlAintS: i, i:ilS and ;es~rict!c~ns~ ?~ Control of adverc;~isg (nce ine!aE~d in i:ic:), 3, r"er;l~sian against s?io~~ilg, IaTo~:al cinstr;ints: i, The espetience of iniortal conf:r~ii~:s, 5, The right to smoke (.Eubsumed under i,), 6, The will to deter, Fr;ieci Aries ain~d to:- ... ptoeide !n:o~at~on on the l:)cel~ social pressure, if en~ a~ainst sloi:ing; and to e·plo:a what priority antf- :73king feeling has ~~ong other social concerns, (ii) .., explore in gnater detail r;hich c3-,7onents of sao;c;ng upset or annoy people and whether these differ between smokers and ncn-sto~ers ,,, " (P,1) (a) 9:ns and restrictions 3c:h ESO and Ar:es asked about the situarlons In Fh;ch ssoting c"ould be banned (see table on page 11 for comparison), iP~SO concentrated an public places, v~i:st dries elicited responses about 'privale' situatiofis as veil, e~SO as;ced "[;ould you like a ban on smoking in ,.,1" vhilst Aries asked vhet~er respondents disapproved of smoking in ,,, C I i bP B F7~7~:!!::!:f;i St I C ~ i: D Ill ::·ls~ Si:3at~ ~O .'IuS '.tl'S C:ne~s 13 bB 71 y sj 71 Theatres 51 16 Buses 48 hi 7b )P:ltlic 33 gj 65 Tnins 28 16 59 ~~swur~ntS 43 11 79 !6 76 Pubs 10 25 !9 G 17 ?5 Offices (~1SO)I 27 48 58 :O ?5 ~e Places of work (Aries) Shops IS 83 Rh i!! public places 25 42 53 In ;ny own hoae ' - - 3 22 40 In so~~one else's ~C32 lj 20 20 Bathrooms 53 61 12 Bedroolls 71 89 9? Living rocms 5 2? 11! Kitchens 5? 71 87 Cars 1 20 5? 63 ~ISO used a more o;en-tn~~d technique to e:ic:t disa~; ·aual of smoking :3 'PT:Yate' places by es~ing non-scakets and ex-smokers a series of questions about their reactions to others smoking, 292 NOCS and 21: E~S reported that they were 'trequently' bothered by ether people smoking; with 4?,' EOHS and 311 EXS replying 'oceasiondlly', P~o further questions concerned when they were last bothered and which plates they would actively avoid (see table overleaf) , O IV 03 Q\ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 --I Il?n :ln~ Ic~;!stsr,~ ~Fre y~u I,;se ~~tt~pr~d:" ~ld~S At a social gathering II 13 In a pub 12 lh ?I[ vork 13 10 ~t o~n hose 1? 1? On public transport 12 9 in a restaurantlcafe 10 Other ?B 32 Ire rhete any places or events you regularly avoid because you ea7 be affected by tobacco s;uoke?" ':es 19 Ii Eio Al 8? h'o answer Ii yes, "what places do you avoid?" t Public transport 43 59 Pubs 43 33 Social gatherings 19 20 Cinemas 17 25 Restaurants 9 S Other 13 1~ t Some respondents gave more than one ansver. O TV 03 ~I O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 :·~~il?, .i':53 .il·o .5;~·j '':n·~-·l :·'.~r,·~ ·'liin~ ~at :I:a tl:i~re !;~!,~r ~:-ls 311T·,·;s ' ' :i~iit ;oc you (;~o;l~) I!, ~:·.·:~?'' "" a' t~S s~ld Ilyes"; i?i of i;Ol:5 said "rts", "Yi~s" rl;:;o:idi·~s i·~·r~ th~n ·:·:ri "h~ac :ire the tirPe~ or nthces ~i~r~n you icnl it r:all~ *ol:!d not ~e;iht for ·oul T~cple to u:o'i~e?", 6ct s;lr~ri~in~!y, 30; san:d~;;nd E:i'l.l~l;E:S r,lln~icncd rcsteannts (IZZ each) ,~nC p!a,:es of Tllblic e;lt;:rtJ!?ecnt [3il;ach) ncist f:iclll~nt:y, whenas r:*obr~s 3inticled doctors' or Il,intists' vatting roans (30: SI;O; 181: IE~S c~nn 1!X E:!j),,ad rr:st;u~;n~s ('8f) cos: [:egoenlr?, Sa~~Prs ayrr~~d (bS1) r~ai tbere times then they fee: it nor right to s~olt~, 5s: the private places elicited in Aries ~t:e noi likely to be sgon- taneourly nc·ntiolcd (p~g· living rou~s, bathrco-s, kitchens), (b) Co~rrol o~~2lufrrisi~ iili ;'*· s cz:PEcry c·as c~t 5cluied in rl-ics, ~:ief!?, bo:~ sso~ers and aos-s~oLrs :eie -.cst !i~~ly to notice cigarette adsert!si:g on ~o;rEinP and e~sters. (I'Ery oitellquire a~tcn:- SE - 522; ~OEi · j6:; EXS · 5i:]; next lost li;rely ~ere ner·s~ap~rj (S,r0 = 53!; NOIJ = 49X; E,YS ~1S~f) and in r~Ea:ines (SYO - 52!; ROh'.571;; EIS · 48X) then ncFsa_eents ('E!O- 54111 N05 = Iji; E~S · be;), S?onso:ship of sports and the arts was sil:~or;ed'cy s·Dls:~ (53:: sPclrts; 55Z arts),;nd less so by aon-sroitfrs [36x sports; ~2:e ~as little difference bet~aen sJokers and non-s~o52ts ehen asiced if the government should allay advertising in various locations, with roughly 50/50 splits for the locations, for and against, Predictably, nons ~~te slightly less in favour, it should be noted that generally respondents shov a tendency to be divided into those who favour advertising and those who oppose it, (c) Persuasion axainst smol!inn Eery few respondents had not iced anei~q advertising - television O being the most noticed (28X of all respondents said very or quite often), 03 Clil;PDF - !::!!::!!::!.f3stlcl;:nlil -~ ` (d) ~ ex~eriente oi iPIQ~R: Cg~~t;?:?:S (1) Esti~~t~s of;~~~·rs Cr~e proportion (!~SO) - 39: AIIE5 (Est, adult snoke:s) 25: 332 or 50: 66: S~ 10: EE;S S~O 508 EXS S~O gOr EXS 5 3 2 47 46 46 48 5? bF ~SO (Ia arftiaa - approx,) 0-302 31-50; 51-100: 5MO 101 E.YS SM WOg E.YS SHO IOC EXS 10 7 10 3? 30 25 58 63 IS O tllCr)F - ~rrf~~t~-n~iiii~---~--~----- ii::Sd s~l~g ;crs ~ir2n 3 pi~ I·L.d:[ a a S!:i'ii! :c: , rti:!~ipn - ~iiis i3rird i~cice ~~:J have infl;l:?d the FSII:~J~rS, (I i). Est~i les_ of ~c~ar,::~s in ~~o'i:~ 54: of the ~r!es s;~flie thalgh[ that f~ 1'2lple sao;e r,~v tl:dn thev d:d S r;;Rrs I!po; 191 ti~cu~h~ :~erc!;as n0c~i~e~ and ?~~ th:c;hr r~e:a tad been an incrclae, ~U.SO Is~ed subjects to respond on a S-loilr rating scale (dg:ce strongly - Disagree stroegly) to "* ~very year ~ore and rcra ~~o~le give up s7oking". 10~ agreed and Zd disagreed vith this, There ms very little i:'er4nec! Ser~een ssokers and n~n-ssokers, although ·x-noiers i;ave higher s~i~~es of the nllr,;;ers quittine, The differences found in liries uere iiore ~ar~~i - (dsc!fne:- S!!O fe!, ~OE 48! aad EXS Sli), (e) Tbe ~ill to ~~~e~ The i~lSO ss very sparse on this, lercl~ asking ";magine you are vith a eroup of people you don't 'i~sp ver:i veil; no one is smoking and you vant to sss~e, Ojr vwld you rather dir?" Aries prober! ~e~her ~eop!e had the right to decide for rhePselves if they smolied (94f agreed they did have the rfght) 1 3!: of r~okers admitted to feeling enSd:rassed about saoiting at ;krs and about ha!i consider snoking In the presence of others who don't s~c~e :o be anti-social, ~he ~SO spokers vere also quite considerate - 4G would ask If thep could saokel Pressures to cult Finally, both ~~SO and dries explored the social environment of smokers and the pressures on them to quit, This, in a sense, Is a fairly direct measure of the climate of social approval or disapprobation~ O IV Clil;PDF - !::!!::!!::!.f3stlc.~nlil " -- -· (i) The ~nvir~.il=~?t a) PifF~~:S ~t'lSO fol:nd little 11If'sri·nce h~ ~~i:~;n ·: ·~:.~:s II~ nl·~·rrz~::l·s~ ~s not covered in Aries, ~':SO SNO E9S ~E~S I Ilei~het parent s~oX~d 1 ii 17: 24X Father only s·c~~d 4di 54i 632 Mother only E~ckcd 6~ 5; 5:: Both s~oked ?9r ?61· ?7i: 5) Curr~lf~ saol~i?b ensiton~ent Both H~SO and Aries probed friends and uorXntes. Aries zlso asked ii another se~ber Of the household ssoked, vhilst ~:SC asked zb!.:l~ :Pl;t:~p.s and spouse, "t~SO ShRIES (approx,) Environment SMO EiEVS EXS SEIO NEVS EHS Friends 76 33 63 49 23 29 P,elatives (you see regularly) 55 31 33 Spouse (Yes/no) 58 28 27 Wotkn~ates 86 47 42 39 23 33 In household - - - C2 38 38 O ru Includes "All or most" and "half" O\ +Yost ~O CO 0\ U n Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 :Ilf! ~err.;:~i,l~s ~~chn a:e :`~,r.~id~:a3:p :···;1~:I in tie ~116G s~ild~, .n:s is Ijn ·i~rlt :hcse Fi$::rcs (~!:SO) ·!ju i~;·l~ii~ ~~n :o 5;:':, ~iilir ~~i.:~ I::::: CS'L'I Beliefs and satiec~~e~ons aboL~L~:~s_o~_~l~rav~_ p~r~e~rio~ 01 ~ r_Es~?!tir;lerro~:~_ng n~~and e~iving_u~ ti':SO as~td a series of qllesrions about the consc·qaences of continuing to 5;:0::2 Or quitting, To su~~rise - they found that most smokers "helieve there i;oeld be no increment from giving up smoking in how attractive t:?ey believe thep would be to others; similarly most smokers see no change in their liicelihood of ''fee!lng like an outsider"; most believe It very or fairly unlikely that they would feel like an outsider whether they carried an or gave up noiing, Hosi saoltrrs believe ihat giving up smoking vould lake it ~are~i~ that they would set 1 good esa-~?le to children ant that those closest U~3!d approve, and less likely that their behaviour would offend otht~:s or others b;Ollld think them foolish 13:: of s~okets believed there Would be core risk of offending others if they gave up, and 1?; tlat they Would be more likely to feel like an outsider, suggesting a potential conflict for ss-je smokers between achieving social a~proval;Jd risilng social rejection." (P, 96), ~hese results are mirrored in Aries; respondents were concerned about e~e dangers to the health of their children and were concerned to set a good e~~~p;e to them, Children were also a source of pressure on parents to quit smoking, S~)~RY H~SO i, Incidence of parental smoking appears to have no effect on the probability of being a smoker, 2, Smokers are more likely to have friends who smoke, 3, Giving up was not seen as a way of enhancing one's attractiveness, 4, Many smokers believed that quitting would set a good example to their children, 5, Respondents were cynical about the government's attitude to smoliing (81: SBO agreed that "The government can't afford to have everyone N stop smoking"), 0~ Clil;PDF - !::!!::!!::!.f3stlc.;:nlil - 5. ~9Y GF :~5~;3::~1:n:5 d!~:Fi,!: [::,·:i ~l!nilld 5e,i t.:e an ,~sliaS i~ 3 ~ilC~S. i, P35; r-:i!(illdrnts f~le tk; "Tbe E':i·::i:1:llnt ~i~ould s:inli;o:e to ·jeop!e to st~; F::o~in~," 8. ?~:5;?16J~nts over-~sti-.~trd thci;r~lr~rllan of Fao;.Frs Ir, t!:~ Fc;l!:dtlr~n. 9, 31; of 5HOS had bcrn F.sted to r·lrnln fret sElokin~. 10, iO: If resp?odats ~gr;6d :h:il :h~re ?re tiaes ;~en it is "i:i,t ;jxhr" to s~oie, II. 4?X of SSCS ask if they ·ay ~ac~e c~~n nerio~ nc;;~oFle, i?. 10; of SI!DS had tried to quit, the main reasons being e~~e::e, Illness and social pressures. ~aTUS I, P~I;-~~sS,ing Pressure is ~rOGiilp. ?. ~e tea:ll:es of salo;33Q ~ich are zest irrftarfpg are - s:ell of 5:ale ~-~~~ ;.nd n~rs: Ks~rr~v~, 3, 36: of gISS c!a4eC to be under Pressure to quit (:5: in libra), I. :oss under pressure are core li;:e!y to live in a household of 5, Although snoking is a r~la~i.Jelg un:!opotthnt social issue, il:i- smoking feeling is gtoving, i,, SUHIGA O M Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·.u J, ~ '· *:6' ~~~ ,. ,P* 3?~; .~h· ?·~~'V ?' .Jk~i: r ··. Or~J .f s·~.e 1'1 '~~ s-a L~; L I· ;~"_~·=- ml;Z c A 03dlIIHI.VI EYAIUATION O~ :HE 'C~~~;ESY' CAKTAIGN JUP iic, *' DA:E: 1~' 1984 " ~·~'s~~ ·~ ·· .'ir ."~K.I~~?I;F,~·-~n"I~C~'.t~ .· ·~~~· ~· ;# ·:s - ·~ Il(rscwaB3Nnt 1 ,· N13RTH~ LONWN ~ ~ - ~,TaEmlo~I~P " ~"~"~; c* Ihr t· -v ··:1~ ·-~ L ···; ·---· · r%t~·~·~~ ,uj .·. ~· · ·'1·. :~ ,, ,, : f~; 1·Yr 1 ·-, -P";~'·: ~h ~,~~., 'Y P;pr)u:A; '*q;'4 ~;~'~.r · -c~~vr~yrl .. ~~~Liy.j ~'·u· ,,· ·r~~:"' .. r ... : ;· I "":"f~ 'F " -I *- ~r,, "" j .,.. C 1 '~ 1 ? · It f 1 abPdF- ~~R~J~ bean I, INTIIODUCTION Sample: Six group discussions 2 x non-smokers 2 x smokers 2 x mixed smokers and nan-smokers Sample represented men and women aged 20-50 years drawn from BCI and C2D social economic groups j Research Material: Two executions of courtesty campaign, namely: i) Halo ii ) Smoke signals Shown in an advertising context (with copy) and in the form of ashtrays, book matches, beer MtS~ Also as a 'sticker' on manufacturer advertising, O [V OI ~ 6 CI: Clit; PDF -!::!!::!!::!.f3 StlC.r: 0111 IZ I MAIN FIN3IE;CS 1· Consumer Types Amongst both smokers and non-snokers differences in attitudes emerged, i) Smoker types - Apologetic smokers - Hard.core smokers Apologetic Smokers - are sensitive to the disapproval of non-smokers - will tend to side with the non-smoker to a large extent - may try to 'cover their tracks' (c.g, empty the ashtray when they leave), - will refrain from smoking in socially sensitive situations (e,g, near/while holding children) These people recognise that attitudes have swung against them and are not really fighting Sack, However, extreme forms of anti-smoking pressure are still rejected by this group as unfair (e,g, using children to 'get at' parents). Hard Core Smokers are csns~ic~~ of their own freedom of action and rip.h.ts - they arpirritated by anti-smo)cinS fetli~cssecici then as a violation of their rights, - thep resent anti-smoking rules e,g, sackingcarriages/ areas of restaurants on basis that it treats 'smoke:s' like a race apart - i.e, it is unfair discrimination, - they believe that anti-smoking publicity has created a prejudice against smokers - they feel under attack These people are forced into a defensive stance, their attitudes harden and they resist pressures to confor;a to the prevelant attitudes to smoking, 0~ Clil;PDF -?!~:l!::!lf3stlc.;:nlil I ··---- 'General note: these consumer types clearly reprsent poles of a continuum of attitudes, However, a number of consumers represented the extremes of these types and it was noticeable that showing the stimulus material tended to force the polarisation of attitudes i,e,respondents had to take a stance, In terms of demographics, hard core smokers were founr: slightly more Of~fT, amongst the lowe;;;ciil economic groups, ) E;an-Smoker Types - live and let live non-smokers - anti-smokers 'live And let Live' - often these were people who had never smoked personally but many lived with a smoker - smoking per sc was not an issue which they felt strongly about although they often noted the side effects (e.g. snell of smoke on clothing) - these people felt that anti-smoking publicity provids~ smokers with the facts (i~e, health warnings) and left them to decide for themselves, Anti-smokers - by' contrast these people were of'.en ex-smokers. (Recent ex-smokers especially hard core often had attitudes more in line with smokers), - they believed that smokers impinged on their rights and that they were often insensitive and ineonsiderate - these were people who strongly supported discrimination and segregation, Again this was eventually an attitudinal rather than O~ demographic segmentation but there was some evidence to ssalest that anti-s~okioE arritudes vere sore prcvale3a CC up market. C~ Clil;PDF - !::!!::!!:!:f3stlc.;:olil 2, Current Attitudes A number of key paints emerged which people believed had cansed a shift in attitudes against smoking (there was a mixture of cause and symptom): - t~e:e are now fewer smokers I there has been more specific information such as the problems of smoking during pregnancy, linked to heart disease,etc, - there is more anti-smoking education beginning in the schools - a general move towards healthier, natural living, Consumers felt now only 2o-30% people smoke, i,e. the minority, Mixedvievson whether more men or women, Specific pressures on particular groups is very strong especially pregnant women, information now available is quite convincing because based on a n~Ser of years'studies. 3a :::lger 'trendp' to smoke so many Sp:it:tt ~3~C~ i)epOieYii!lS; start. Also children discourage parents free saC!nE. Ec:'~ard core' smokers believe there will a!rays be smokers - "It's the only pleasure left to the ordinary working man', Aati-s~oBin~ attitudes believed to be manifest in a number of direct and indirect attacks; i) Anti-smoking advertising ii) Publication of health information iii) Taxation O iv) Financial penalties Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -- -- The mildest form of attack is 'heaith information' " You can take it or leave it" " I: gives you the facts but leaves you to make your own mind up" Anti~smok~g advertising generally rejected by smokers who feel irS not really aimed at then - trying to discourage youngsters from starting (generally thought to be a good thing), - many (including ex-smokers) resented use of children to persuade - non-smokers did not believe that this farm of advertising would have any effect on the smokers - simply supported their belief that they were 'doing the right thir,g'~ Hard core smokers in particular feel this is money ill-spc~:- plenty of other anti-social behaviours which could be addressed e~a· El~e sniffing drinking and driving alcoholism dogs fouling footpaths, etc, Sss~onse essentially c 'dy don't they leave us alone', Assume advertising is paid for by ~ove:n~ent ., basic contradiction since government gets tax non-smokers believe it is because smokers cost the health service so ouch, Taxation G i - hard core and down market smokers felt this was the mos(. painful attack, \C Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i - i!l~strative 31 p0vfmtcn~ hy~ocr~sl, i,c, hca!:~ war~ing on packs yet taking revenue from smokers - believe only Tbh government I cake' out of ciqarcttcstcves i C:~'s are not thoPS~: to let much profit ::3= cigarette sales, C:~er Fi~a~~is! Pe~clt!~s - c,a, cheaper insurance prcPi~ts aga!a seen to be prejudice Sy smokers Rear:ions To T~e C3cr~tJt~ C~paign i~! idea created sole cons~deraSle interest as rcspoajcn:s tried to vork out t~e motives bt~ind it, A n3nScr of hypotheses cPerg!d- : #cre g?veras!tt pr3;oginC1 : Produced by t~e tobacco industry to counteract anri-st~ki~i FroF:Can?a : 7rcd~c;~ t~ t~~ tobacco industry !~ 'JhCu uil:in;' - !:,e. p~c~~er a::ack on t"e s~;bc:i : P:3C~~tj j~ ;19 or ~chcr si~:13r bct, f~? scci~d cajor :i~dinp concerned the differing reactions obtained uhen the idea uaS used in a variety of uays, i,e, :tl c~nl~xr ic ~~ict r~e iden ~a~ ~r~d 95~~ rise to s~jtl~ ff~r!~cgs i~ cs~~~n!citi~~, bit rignii!ca~: C !.i ~c~~~nic;tio~ -- Bationally the ocssai! ras clear to everyone - _ to encourage smokers to think about other people 1 (non-slokers) - to remind them that these days I lot of people are O irritated by smokers, \b I --- ClibPDF - v~~fastio.soni 1 8:~c~~r t~r !~:::ona: c:c~t:~s o::~r ;t~;r;t uc:! !a~tra..7::re :~?f:=tt ajt cc=;;!x. I: rls ntrt, 11?3, Cfi~trr~::79ts :f::t;~=!~ 1 opi~icns. 1 - c!ttrj;;; ftl:;~s:;:ir ul at a:rt=:::: r:tsidt: the vicus of no~-lrskcrs by i;j~ciny eai!: r;;?re:, ~~cr? rBS 1 fIt!136 :tl: t~~5 uc~!t ze:l ui:L :~~ a!~tl~~ cs;rtte~s Jp:i!::1~3tT t:Ln th! 1S1SnCrS1~ ~'~:i-saok!rs', houcv?: app:s:!a:cC the a?~:3rr as rcc:ani:ion oi thtir coe3iai~:s. :?t mi: c3~r:tsg problees u~!C~ dO~lS~3KCrS fC:~ eo=!C 5? ad!rtrscC included: - tj? or:jlaes of stoke I biou:nt oaoke over pccpla - !?a7!~; ciaP!::e br:nict ii; 5!:~r3: - rP0k:Jf in ncn-srsking orcaa - seoti;l;n r!l~a~:o:;s nc?: pc:~;e sri!! e~:i~;. t34' :n :~:~. 31St!S ~:~t:rCj:!:S;f CijBr?:;gS - cx~~~~;:;~:ri :a;a::r; 50*;g I b~:~1~; c:~cr p;o3lc's c!~t~~~61 3: si..n :~5-s=3~erl were t~pg aile 33 d!v:ret tba cour:?ll irs~e f :~! ~~re e?~rral iss~es r~l3:ica :e s~~%i~S, 5~?~ te~i:~ S=;ktrs I:st cso:iono: e!~pentt c::he ca:;ri;s differed ~c:i!t:'lpols;!~fe seoke:s' and 'hord core s=oktta' ip~;opc:ic s~ckets - idcn~ified uith :he projlee ac~ J~;l;~iJLd uitt non-sPo~c:f j I cPo;i:al;lJ d!stane!nl thctse!tes free tht Froblcn,..,~ I vculd r,ever do thar nlull"~ O ha:C eort IPokars - ;ook on a defcjsivt J:an:t a:d Ic!t::i~ uas a~o::c: a::cnp;:3 'f:: 8::Pe atOICf' m ClbPDF-~I~, ~~w~~n - 'Ihis interpretation was illustrated by their questioning of the moti vesl I' ~lhv are the tobacco companies doing this - is the Government Baking them?" ";s this just another way of selling more cigarettes - I can't work it out atherwise", Indeed these consumers concluded that the campaign was simply a form of surreptitous advertising for cigarettes, Conversely apologetic smokers and most non-smokers felt campaign provided a reasonable counter-balance to cumeat anti-smoking advertising. ASH p Don't Do It i ~v.r, · a r·ln las m a n - to it ~n~illr 3.2, Headlines i) Plese smoke courteously ii! Z~~c~ Set don't annoy Mixed vie~s prevailed, 'Ed:Djl but ~OG't ibn04'1 was &e~rlrsble and ca:chp but: soce questioned use of 'enjo? - could encou:ag~ youn2s:ers to smoke, 'Piease smoke courteously' some resented as more an order but most accepted as a reasonable request. 3~3 Context Of Campai~ Idea was noticeably more acceptable to smokers when related to N smoking context, ~D Clil;PDF - !::!!::!!i:rf3stlc.;:nlil e,g, acceptable on ashtrayr, bookaatches, beer mats. leas: acceptable - as advertising execution; as stickers on manufacturer adver:ising,etc., Even non·smoiiers recog.7ised merits of using the idea aear to the occasion of its application, i,e, on ashtray, For 'hard core' sa3ken press advertising seened tr be too much Of a condemnation rather than a polite reminder, j,p, Specific Executions ij 'Halo Charact~s' I least preferred of two executions appeared to try too hard to make the smoker out to be good - too good to be true - smoke rings remind non-smokers of irritation of smoke 1 use of red rerniciscent of 'non~smokinE' signs, also means 'dang~r','Sot' 'iaporta~~', - beraaP a e~arzc:°r to whoe people need to relate and this v~s rarely ac~ievtd~ - smokers relate to the problem no~ ~Se cause ii) 'Snoke Signal' · this vehicle uas uel! lii:ed -:~t r~~pe iol:en:eferre6 to as :~e little S~osti wae more frimdl~, less intense, more appealing, · the sy~bol represented smoking :al~er:hac the sicker hence the problem not the cause, 3,5, Stickers On ~anufaetcrer Ads Because these were clearly additional (pest production) stickers, difficult to evaluate real effect. C Clit; PDF -!::!!::!!::!.f3 StlC·.i: 0111 10 but: familiarity with health warning tended to swamp reaeticns· ,Sticker felt to be small and a little inconspicuous so because health warning is 'expected', danger tha: I courtesy stieicer, if seen as part af warniq,will be missed. 1 I 1 1 j I j 1 1 O 1 CC CC 1 j SUMARY AND CONCLUSIONS There is clearly a heightened awareness amdngst the public of a shift towards anti-smoking attitudes, 2, Smokers fee! t~el are nOr in the ainoritr and are experiencing prejudice against them in nany areas of their lives, 3, The attack on the smoker is felt to cone from the government and from the health service as well as organlsations such as ASH, O, The courtesy campaign is seen overall as an attempt to counter the strong movement against smokers and to create a peace between smokers and non~snokers, 5, Whilst most smokers believe they are already courteous a few hard core smokers dismiss this idea as more attacks upon them- this time apparently by the tobacco conpanies tiowever, the attack they fear most is taxation, 6, ~;on-smo%e:5 are sceptical about the effect of the ca=~zien on discourteous smokers although they feel the more direct uses of the campaign may have some effect, e,g, the ashtray 1 ;. U?p:~il :ir 'sr*ia rigr.a!' iCta res th~ prrter:l~ Ixaa:ipn as it added warmth and humour to the concept. 8, Both 'EnJcy but don't annoy' and 'Please smoke courteously" had merits and communicated well, The former line was more catchy but perhaps tlopositively loaded in favour of the enjoyment of cigarette smoking, --· -I ~··~ ·I.-.. D - J- :;* · ~· ·· ·; i ...- :S'.L KI Y* ~. _~··' ~1· 41· .. : c ·~·I ~ 2·*I..I 4 n ;* ,· ·. i: ':t G· :~P 'r. " " v. c· A: ,?·. ... -s~e.r· ,,r, ci~ ';' I' Ir·* :: ~r: :* ··~~ra~~~vy~ .-az~ur~ ~J '' ;I;'~~· ·v · .1.· ~ ·r ·· :· ~S.Q: i.· ,, ·r -;~ Iwn~d;;~;n;l~~L~uu~~Jns~aaF~w~-8~·rro~l~I~u~:.~p--i: CDULlTESY i: CAMPAIGN OEVEIOPMENT ar ''l·'·~*r;~a~··1;~Yr~k;l :s FOR INFOTAB "" ·-·r~·n~niur ··. ·s~aEnrrw -I :;: · %,. ·'~1" ;·: ·~····~d~j~-s·~ .. ,·..; ·~ · ~ ~ .....,.~~ e~ ~:· .. ~i '~ iiiit t s,~~ ·... ·~ 't ·· '. "' ···rl" .~·.i ' i. ~.···.. i :J, 1X~ *. ·~~. ·-p : L ··'~ r, .. ·. ·. .:P~ ·'i~· .· ·. ,··. ~r ·· * ·~·:~ -··· '4 j ·'· r .·· ·: ,.,k 5''." ·''· ~;:p~J~I ..·:I '·.·`t ;· ~~: ·, r ~:· r·.· `; ,· ;·~·. ~C ;... ·. · ·.. 0·:~:. :5;·I· t ~5·.' ''' .. :··: "- ·~:· :~:~: ·~· · ·· ·· = 1. ~r.~~ ''' "3: ·) il' :1'··· ~:·· .... ::Sc' " 'ILL_ .L "' '' ' ·'' C X y. ,·- Clil;PDF - I:~:~l:.fJ~t c.zolll . COURTESY CAMPAIGN DEYEZIOPMENT FOR INFOTAB O6M March 1984 O COURTESY Campaign Development for Infotab PAGE NO, i, BACKGROUND 1 2, RATIONALE 3, DEVELOPMENT (a) Themes 3 (b) Application 4 4, RESEARCH 5, FUTURE ACTfd 9 6, EXAMPLES 10 I, BACKGROUND In February 1984, Ogilvy 5 Mather London were approached by Infotab with a request to develop ideas and possible executions for a Ycouttesy campaign", The intention was to develop centrally, for ~nfotab, a kit of parts that could then be made available to NMA's around the world, and from which they could draw such materials as suited their needs, for their local use, In developing a 'dealer service' of this sort, it was envisaged that some material mioht be centrally produced, perhaps in seve;al languages, while others might be locally adapted and produced, I C:lil;PDF - !::!!::!l::!.f3stlC.;:0111 --- -2- 2 RATIONALE FOR A 'COURTESY ' CAMPAIGN The purpose of 'caurtesy' advertising - that is, advertising in the widest sense, and using all or any apprapriate media to encourage smokers to be considerate of others in smoking - is twofold: (a) to reduce the 'nuisance value' that non- smokers object tol by politely but positively reminding smokers of their obligation to consumer others, and perhaps even more importantly (b] to provide an opportunity for the tobacco industry to be seen to be taking action in a socially pa~it~r and thus to reflect or disarm the lanti-social' eritieisms that smoking is otherwise open to~ In attempting la) I cars muet be taken not to adept too minatory a tone towards smokers who already feel put upon and might well react negatively if they felt they were being got at further by the campaign r but to speak in a supportive ranter that will make smokers feel they are not social outcasts, but considerate people, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·31 31 DWB1OPngr Following initialbriefing, the agency developed a wide range of ideas and appliestions, and from these two raain thernes and cne subsidiary were selected for further eonsideraticnl (1) Themes The two main themes are shown in their simplest farms by the key visuals: (i) 'Smiley' (Ililinq smoke graphic and the phrase 'Bnjoy bat don't annoy') (ii) '8alo' (gp~e ring as halo over smoker and the phrase 'Plaasl smoke courteously') These two themes were felt to be capable of further extension, and ear examples of qplicati6a are shown an subsequent pages, The subsidiary theme of 'Smokers Code' was also thought to have potential, but to be most effective as a direct 'one to one' cormnunication with the smoker rather than Is an overt attempt to lecture smo)rers in public. It would thus be more appropriate for pie in such .forms as an in-pack leaflet, or inside I boot· match cover, then II the basis Of a press ad, ClibPDF - v~~fastio.soni -4- (b] Applications The theme should be capable of standing on its own, and the agency have developed a number of examples in which it speaks for itself (a list of potential applications is given below) , However, the funds of NMA's and their ability to pay for such a campaign will in most countries be insufficient to provide a campaign of effective weight over any sustained length of time, and it is therefore highly desirable that the basic elements of the campaign can be picked up, and used by other 'spdnsor' advertisers - e~41 in brand, product, or 'hause' advertising by member companies, and also in co-operatioe merchandise for use in pubs, restaurants, clubs, taxis, etc. In press advertising or an paster sites it would be a comparatively simple matter to drop the symbol into the ad; and this should be encouraged wherever possible. Cinema advertising land m where it is available) could also be valuable, but since it is unlikely that NMA's could afford to run a courtesy campaign in screen media this would need to be 'sponsored' by a member company (or companies) and treatments have been developed that permit this Isponsorshipl in a manner that can contribute to the advertising of the brand, white conveying the 'courtesy' message. One way to get these the required screen time might be to arrange with a manufacturer for him to screen one 'courtesy' message far every three screenings of a brand ad; at a lower level, the campaign theme graphic and words might be included in the product pack sequence of a film in the same way as in a press ad. C: I i I; PD F~::!!::!!::!, f3StlC.i: nill -5- A list of possible applications is given below: Media Advertising Press cinema Radio m Where permitted Outdoor la) On its own - especially in establishing the theme, (b) ~n conjunction with brand or product advertising, for instance, as a 'droplill' in press etc, Merchandising Material Leaflets Badge buttons Book matches Doorlwindow stickers Openlclosed signs P,O,S, display cards etc, Co-aperative Material Welcome signs menus beer: mats Ashtrays etc (for use in ncn-tobaccbnist outlets) C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 -6- 4, RESEARCH Both basic theme executions have been designed to be universal - i,e, avoiding any visual reference to race, culture, gender, class, etc, However, the verbal expression of the theme, and in some cases, particular applications, should be checked for any negative connotation or reactions from the public, both smokers and non- smokers, before being put to use, Ideally, one would wish to test both the campaign theme and execution afresh in every market to which it might be applied; but failing this, to he sure of having a credible research base before offering the package to NMA's it: is recormnended that research should be mounted in as many countries as necessary to establish a rea;anable measure of certainty, Ogilv!r d Marher offices would be pleased to conduct the studies in colaperatibn with Infotab and/or the focal IMA, and suggest a selection of maybe six from the following countries: Country Location USA New york or Washington Australia Sydney or Melbourne Malaysia Kuala Lumpur Hong Kong Bong Kong Venezuela Caracas Argentina Buenos Aires Brazil Rio de Janeiro Germany Frankfurt Spain Bareelona Italy Milan UK London O New Zealand Auckland rV C: I i I; PD Frilrl!:'!.f3 StlC.i: 0111 " ~7- No testing has been carried out as yet, but to live an idea as to the sort of costs and timing involved, a suggested research proposal for a qualitative check in the OK has been ·drawn up by Ogiloy b Mathel London, by way of an example, Example 'A Research proposal to provide a qualitative view of background opinions an smoking, the main influences affecting present opinions, and responses to proposed advertising materials, Composition 6 groups are suggested as fellows: ii, 8 Male smokers C2n 35350 groups i I hr, 2, 8 Female " ABC 35s50 3, 8 Male non-smokers ABC 20-34 4, B Female " " CZD 20·34 14· ii: 8 Female "8 Male mixed CZO 35··50 2 hrs ABC 20-34 The two mixed groups [5 & 6) would each consist of 4 smokers and 4 non-smokers; the nonlsmokers would include both never-smokers and ex-smokers, but would exclude activist anti-smokers le,g, ASH). Location It would be proposed to conduct two groups in the London Area, two in the Midlands (Birmingham) and two in one other region, probably East Anqlia, Clil;PDF - !::!!::!k!.f3stlc.;:nlil 181 Cost 5 Timins The cost from the research company and excluding any agency time etc., would be ES,000, and the work would take approximately 6 weeks - thus if the field work were put in hand before Easter, it would be possible to have a debriefing by mid-May, Costs and Timings will obviously vary from one country to another, but for comparison purposes, the cost of research in European countries is approximately as fellows: Comparative costs of research in EurpEe OK 100 Germany IQO Holland 200 Denmark 200 Greece 160 Belgium 100 Spain 120 France 200 Italy 140 ii i C:lil;PDF - !::!!::!!::!-f3stlc.;:nlil I -9- 5 FUTURE ACTION ~f it is decided to proceed with developing a 'kit of parts' for courtesy campaigns for use by NKAls, along the lines suggested, the following steps are recommended : (al Select materials for testing (b~ Select test countries (C) Brief test countries (d) Prepare material for test countries, including translation re) Conduct research (fl Modify campaign materials in light of research results (g) Prepare presentation kit The kit for NMA's should include background briefing material, research results etc, as well aS examples of the materials on offer, and this should be ready in time for the Infotab workshop in October. However, it would be impractical to print bulk runs of any item until it was known that there was a need for it from NEU\'s (i,el following the October workshop), and equally it would not make sense to produce a film or m spot until there was a need. it would therefore be prudent to allow some 5-6 weeks from orders received to produce any print W01kt and 10 weeks for film; film should be protested if possible, and animatics for this purpose could be prepared in about 2 weeks, O Clil;PDF - !::!!::!)_~.f3stlc.;:nlil e 10- 6, EXAMPLES On the follotrinq pages a few examples are given of the application of the theme(s) in various forms and media, They are not intended as firm recom~nendations at this stage, and elements from one execution can he co~bined with others or new elements added to suit local needs, The examples include: Basic themes Press (launch) Press tin conjunction with brands) Cinemalm Collateral material Clit; PDF -!:1~;:!.f3 StlC.i: 0111 De~esmdse mm~wlR~u annav P~SESR1OHE CWR~OUG1Y ~13 ~33 O N 0\ 03 V O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Launch advertisement Enjoy but don't annoy Starting today, you will be seeing a lot of the little character on the right, If you're a non-smoker, we hope he'll ease relations between you and;he cigarette. If you're a smoker, we hope he'll remind you that while you enjoy cigarettes, others don't, And that non-smokers deserve your consideration when you smoke, He'll remind you that courteous smokers always ask before they light up, That they don't smoke in non-smoking places, Thet they use the ash·trays. 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