Considerable evidence suggests that in addition to individual behavior change strategies, public health efforts must devote resources to changing the cultural and policy contexts of tobacco use. Advocates have therefore worked to change public perceptions not only about tobacco use, but also about the """"""""vector of the tobacco epidemic,"""""""" the tobacco industry. Thus numerous public health campaigns, including state-funded media campaigns, have included a focus on the tobacco industry and its activities in order to denormalize tobacco use and promote public support for tobacco control measures. The overall objective of this study is to retrieve and analyze internal tobacco industry documents in order to describe specific strategies and tactics the industry uses to address the challenges posed by public health/tobacco control and other campaigns that focus public attention on the behaviors of the tobacco industry (""""""""Industry-Focused Campaigns""""""""). The proposed research is descriptive and historical. The study design is a systematic historical/archival inquiry using publicly available textual sources, results of which will be used to develop a linked set of comparative case studies.
The specific aims of the project are : 1) Retrieve and analyze internal tobacco industry documents in order to describe the tobacco industry's responses to public health/tobacco control and other campaigns that call public attention to industry behavior (""""""""Industry-Focused Campaigns""""""""). This analysis will focus specifically on industry internal corporate and public relations responses to such campaigns that use or threaten to use a) boycotts, b) shareholder actions, c) public demonstrations, and/or d) state-sponsored media campaigns; and 2) Using public relations theory as an underlying framework, prepare a set of case studies describing and comparing Industry-Focused Campaigns and analyzing which appear to be most effective in facilitating changes in industry behavior that address tobacco control objectives.

Agency
National Institute of Health (NIH)
Institute
National Cancer Institute (NCI)
Type
Research Project (R01)
Project #
5R01CA095989-04
Application #
7098762
Study Section
Special Emphasis Panel (ZCA1-SRRB-Y (O2))
Program Officer
Bloch, Michele H
Project Start
2003-07-01
Project End
2008-06-30
Budget Start
2006-07-01
Budget End
2008-06-30
Support Year
4
Fiscal Year
2006
Total Cost
$210,814
Indirect Cost
Name
University of California San Francisco
Department
Other Health Professions
Type
Schools of Nursing
DUNS #
094878337
City
San Francisco
State
CA
Country
United States
Zip Code
94143
Apollonio, Dorie E; Malone, Ruth E (2010) The ""We Card"" program: tobacco industry ""youth smoking prevention"" as industry self-preservation. Am J Public Health 100:1188-201
Apollonio, D E; Malone, R E (2009) Turning negative into positive: public health mass media campaigns and negative advertising. Health Educ Res 24:483-95
Smith, Elizabeth A; Malone, Ruth E (2008) Philip Morris's health information web site appears responsible but undermines public health. Public Health Nurs 25:554-64
Tesler, Laura E; Malone, Ruth E (2008) Corporate philanthropy, lobbying, and public health policy. Am J Public Health 98:2123-33
McDaniel, Patricia A; Malone, Ruth E (2007) ""I always thought they were all pure tobacco"": American smokers'perceptions of ""natural"" cigarettes and tobacco industry advertising strategies. Tob Control 16:e7
Smith, Elizabeth A; Malone, Ruth E (2007) 'We will speak as the smoker': the tobacco industry's smokers'rights groups. Eur J Public Health 17:306-13
Wander, Nathaniel; Malone, Ruth E (2006) Making big tobacco give in: you lose, they win. Am J Public Health 96:2048-54
McDaniel, Patricia A; Solomon, Gina; Malone, Ruth E (2006) The ethics of industry experimentation using employees: the case of taste-testing pesticide-treated tobacco. Am J Public Health 96:37-46
Wander, N; Malone, R E (2006) Fiscal versus social responsibility: how Philip Morris shaped the public funds divestment debate. Tob Control 15:231-41
McDaniel, P A; Smith, E A; Malone, R E (2006) Philip Morris's Project Sunrise: weakening tobacco control by working with it. Tob Control 15:215-23

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