i BAT's approach (5 i e P~~ 1 1995 planssigned off, but this is a navour of what we are proposing ~ Commitment to take more proactive approach to communication on public issues that affect our business I Focus on those aspects of the smoking issues debate where: ˇ the company's poisition is defensible and its message robust ˇ audiences are relatively receptive ˇ BATCo can achieve a degree of competitive advantage C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ˇˇ ˇ ˇ1ˇ3_ ˇˇˇˇ_1 Corporate Affairs plan focus I Increasingly untenable position of smokers I BAT's limited influence and increasing constraints I Focus on 2 distinct but closely related areas 418~ˇˇ1"~ ~Clr""LLL"* Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Goals I ~o reintegrate smokers into society - Business benefit ˇ strengthen BAT's customer base I To achieve the benefits a strong reputation desehres -Business benefit -greaterinfluence over business environment 2 key goals ˇ support for smokers and promotion of Corporate image Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Communication objectives I Goal 1 - promote positive tolerance initiatives -put smoking into proper context -associate BAT with responsible support far smokers' rights I Goal 2 - build networks of friends and influential contacts -raise BATCo profile Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~ _Iˇ Initiativesˇ Goal 1 I Year of tolerance -media campaign I Best of smoking policies - publication -media campaign - direct communication with business I BAT promise -pack communication -consumer help lines - direct mail to consumers ( United Nations has voted 1 995 the Year of Tolerance media package, based on consumer opinion poll on theme of tolerance, Ten Tips for Tolerance I Best of Smoking Policies publication about best smoking policies in Fortune 500 companies, with supporting press material, mail to businesses I BAT Promise - give customer assurance about quality of product and integrity of supplier - ensure high standard of service in implementing helplines understand customers' concerns about smoking issues and use contact list to mail informaijon about BAT Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ˇ_~I Ilr__C ___ Initiativesˇ Goal 1(Cont) I Innovative solutions -airiine lounges - media campaign - opinion former briefings I Smoking in perspective - "think tank" projects ˇ misuse of science etc -consumer polls ( Clean air technology, enables smokers and non smokers to enjoy same environment ( Barclay lounge at Brussels being evaluated ( Use for press briefings, opinion former briefings (Considerable potential for backlash against political correctness ( Question treatment of smokers in society Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Initiativesˇ Goal 2 1 BAT connections - investment for future influence egovemment, politics& media -consistent approach ˇ key markets I Friends of BAT -investment in grass roots loyalty - pensionerslformer employeeslcompany "friends" -self-selected membership ) i I Regular contact with influential audiences ,Develop core information and presentation materials ( Invite pensioners around the world to become'A Friend of BA~T~ I Regular communication Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 _ __~_~CC_ In%ialvesˇ Goal 2 (Cont) I Slrategic profile raising - management of prdles of directors -business media opportunities - platform for commebcd smoking issues I Who's who in smoking debate - inVestigation into funding of anti's -media carnoaign -inffuencen' brlefings i I Use directors and senior executives ˇ pubic face of company I Our reputation damaged by deh~t through a~Csmo~ng campaigns of single issue pressure eroups I Create greater awareness among Dpinion formers of me real interests behind the en~ˇsmoking lobby ClibPDF - v~~fastio.soni I II vl O N v: 03 O N Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 BRlmH AhlERICAN TosAcco Copy Request Form Request Number: 141 Organization: Dept, of Justice - legal Health, Canada I Request Details Re~uestDatr: E~~y l~~~1~~~ py 11ˇ11 ˇˇ1ˇ11(1111ˇlˇ1ˇ1 )11111111111111 )~1)1ˇ ˇ111ˇ1ˇˇˇ1ˇ)1(11~ˇ11111(111~~(1 WNumbe .......~jR.R.tl.3.T/.BorNumltr: ..FT.d.:~03~~~~~~~~~~~~~ Page hnge: Rrst Page last Page O 2rlc~~4~ilal~ i' Is~ld(tl,41SIO j316 rld1211'IFIs141LIOI ~151ol~IJ Requoted By: (Print Name),,, C~Qlr pl4JAJMT 1(1111ˇ1)11111)11111111111111111~11ˇ11ˇ1111111)11))1111111)1(( Derails below will be filled in by Depository Staff Only 1l: Copy Details Copied By:II,I,,I,II 11111111111 111111111111ˇ11~1.1.. ~11ˇ11 ,, .........,..!.e.MRu..ms49~~~~~~~~~~~~~~~~~Time: .612p....... . Cowoat~aay: ..............~....~P~l~.i~C............._............., Date: ,,,,,,,,,,,..,,,,.,,.,..,..,,,,.,,,,,,,,,,,,,,,,,,,,Time: ,,,,,,,,.,,,,.,,,.,.,.,,,,,,,,,. III Delivery Details Checked By: 111(11((1())(1)1 1)(11(11)11(1111)11 11(111)1 Date: .~,.,,.,,,,,,,,,, ,,,,,,,,,,, Seat By:,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,.,,,,,,,,,,,,,, Date:,,,,,.,,,,,,,,,,.,,,.,,,,,,,,,,,, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111