A Smokers' Alliance Draft July 1, 1993

W81 ~( L .l e -1-; 1 CONEIDENTIRV , A Smokers' Alliance y' An (/~/l G~s A - J ZyC~~ / ~T/ - ?U`L c~~ ~~ l'?!-r~-are z- Draft July l, 1993 : 2. 2i ~2 t C r_~ C ./y~ -~ iL!v"r!L ~c> l%~cJ Ti/ C!!i ~?.1 IVC si 4Z szoz I The Environment II The Opportunity III The Organization Overview IV Development Plan Outline sCsz44szoz I The Current Environment Environment has c- hanged since January, 1993 - Activists empowered with change of administration - ETS decision puts "non smokers at risk" - Regulatory restrictions and bans have accelerated Past efforts to mobilize smokers have not had the desired impact on smoking restrictions and bans have accelerated ~ Unstated activist agenda is to make smoking illegal everywhere in the U .S . is Many smokers are abdicating to regulatory and social pressures without recognizing the potential of a New Prohibition Without strong and immediate action on the'part of smokers, the government could effectively ban smoking in the next 5 years 9CsZ44sZOz , II ODportunitx A new sniokers' alliance could play a key role at this critical time ~ Lobbying efforts are facing increasing difficulty - The full power of the vested interest of the tobacco industry has not he_en fully brought to bear in sustaining smokers rights - Financial impact of smoking bans will be tremendous - Three to five fewer cigarettes per day per smoker will reduce annual rnanufacturer profits a billion dollars plus per year - Even national representatives from tobacco states are losing heart for defending smokers' rights and sustaining the tobacco industry U sti44szoz III Opportunity (Cont'd) A strong opportunity exists to redefine the scope and role of a - sfnokers' alliance for today's environment Restrictions and taxes are accelerating despite past efforts to mobil ize smokers - Past efforts have been reactive, defensive and fragmented - Arguments for participation have been too intellec- tual/rztional or tactical • Organizing efforts have been sporadic • Funding has been at a low level and inconsistent • Most efforts are invisible beyond a loc- al level - Voters have never been effectively mobilized around possible prohibition -, Smokers represent approximately 25% of voting population Smokers do not see any counterbalancing pol itical/social effort to ensure them of their continued right to enjoy smoking (without of infringing on the perceived rights of nonsmokers) s U si 44 szoz 5 Mission Preserve, protect and defend every adult's freedom to smoke s C s T?.,.4 szoz Objective Develop a. powerful smokers' rig h ts organization • 5 00M-1 MM members in 12 months • Able and willing to flex political and economic muscle • Geographically and demographically targeted/di verse Strateay Enfranchise and empower smokers by creating an organization which will : • Develop a national political campaign for smokers' rights • Identify, recruit, educate and mobilize a powerful alliance of smokers' rights activists throughout the USA • Develop and organize resistance to infringement of smokers' rights at the federal, state and local level ~ Send messages to employers and retailers showing smokers as a powerful economic and political force prepared to vigorously defend their rights to smoke * Provide a variety of opportunities for participation in smokers' rights activities K ~~~~~.~szoz III The Organization ~~~~~~szoz What Makes Activist Organizations Successful? - Organizations clear threat to members' self interest Strong vocal leadership and core groups of politically actives - Highly suc- c-essful in gaining visibility • Media coverage • Political agendas - Active lobbying from membership Large broad-based consumer driven organizations - As examples, AARP and NRA have 30 million and 3 million dues paying members respectively - Power lies in both ferocity and size of membership ~ The very existence of a large active alliance has enormous political and economic clout ~ Threat of vote and economic boycotts Io M i 44 szoz What Makes Activist Organizationa Successful? (Cont'd) ~ Benefits and incentives for members in addition . to defending interests and rights - Membership communication vehicle (e .g., newsletter) which reaches beyond the activist statement - Interactive capability (800 numbers) • Provides immediate access, information, alerts ~ Fosters dialogue -- caring perception - Life and health insurance - Product promotions and coupons, discounts - Affiliation credit cards - Travel services - Members only events - Instructional programs/information tV6T445%0% 11 The Alliance : Organizational Principle s • Must be a stand alone organization which is an advocate for its members - Consumer driven . erganization not manu.facturer/industry • Independent from PM/Industr y • Providing real benefits to smoker s • Nationally representative membership - Geographically and demographically balanced - Adjusted or expanded to meet local or specific need s • Political agenda and* programs funded by membership dues an d contributions - Operationally aided by PM/Industr y • Experienced, credible and personally effective leader and staf f St sir.42 zo Z 1 a The Alliance : Organizational Principles ~ A m embers h ip size which demonstrates org a niz a tion's influence - Critical size for political impact is one half to one million members - Membership size should expand over time to demonstrate continued vitality and power - Membership pool must be large enough to recruit a core group of people who will be activelinvolved _ _ y ~ Pol itical agenda and program wh ich cred ibl y del iver, on organizational clout - Active at tbe federal, state, and local levels - An early success is pivotal for establishing credibility - Future potential for impact will derive from success, size andd activism 9VGT44S%O% 11 What The Organization Does Develops a political action agenda and progranz Against restrictive excess - Against further excise taxes (federal and state) - Against government imposed bans - Against voluntary, e.g ., corporate, bans - Against false anti-smoking propaganda - Against bad science , ~ For accommo __ atlon - For retail accommodation program - For reason in the workplace - For nondiscriminatory hiring - For humanizing smokers - For facts not propaganda 4V s T44 szoz Desired Results A sizeable, vital organization • Which is taken seriously • Which provides smokers with the confidence to assert their rights -- to feel empowered - Through an organizational "alliance" -- a sense of belonging versus feeling disenfr-anchised and isolated - Because they see that their opinions count • Which makes smokers voices heard at all levels of government and business against excessive infringements on smokers' rights - Thousands of letters, phone calls and visits to members of congress, governors, state legislators and city council 'nlembers - Thousands of contacts with business leaders/organizations in support of accommodation - Grassroots media campaign throughout the United States in support of smokers' rights/accommodation . - Recognition among smokers everywhere that "enough is enough" Which makes a difference IS L7 V U r 4 r.+ 9 Ci V Z Fundinq and Investment ~ Alli a nce solicits funding from two sources - From membership dues to enable political activism - From outside sources for funding start-up, support, administration, and membership development Start-up funding should establish the organization and build the membership critical mass -- 500M to I million members s V si 44 szoz 16 Funding and Investment (Cont'd) Future investment strategy : The investment of every incremental dollar requires a constant re-evaluation of the organization's needs : Political Mobilization Activity Expanding Membership Base - Replenishing core membership base - Undertaking "activist" programs - Maintaining core membership benefits - Increasing political/economic impact - Increased membership revenues 17 0 S 6 T44 5 % 0 % Name Strateay : Three Potential Strategic Options ~ B ro a d : Protection of person a l rights - Establishes broader context for "rights" - Puts smokers' rights in positive, proper perspective - Potential to attract broader base of members (i .e .,non smokers) Example "Alliance for Personal Rights" o Radical : Ending neo-prohibition movement - Evokes p otential for a total smoking ban - Conjures negatives associated with 1930's prohibition - Heightens sense of urgency Example "Alliance Against Prohibition" o Focu s ed : Protection of smokers' rights - F o cuses on the issue, more clear and direct - Name communicates issue and stance - Broad enough to encourage breadth of membership - Can encompass anti-nrohibitinn stance Example "National Smokers' Alliance" Ix 61 2U2S'771952 NVId iN1'dO1AQ 33Al Deveto.pment Plan Sol icit sponsors and seed money 2. Create the new organization Identify and recruit spokesperson and board of governors 4 . Develop membership program 5 . Develop political action agenda, program and materials 6 . Develop communications/public relations program 7 . Solicitation list/process 8 . Pro Forma budget , ES6Z44Sz0?' 0 1 . Solicit Sponsors And See_d_ Money ~ Comp a nies -i'hili p Morris - R .J . Reynolds - Brown & Williamson - Lorillard, Inc . - Liggett Group - American Tobacco • Leaf Tobacco Exporters/Dealers • Growers Associations • Other Tobacco Associations • Governmental/Quasi-Governmental Agencies ,* Warehouse Associations Di stributors/Wholesalers Retailers Unions ts;6Z44SZO~ Others ~' see aprenciix, section VI 2 1 2 . Create The New Orgenizetion ~ Create a national organization led by a recognizable figure (former politician or government official) and supported by a broad-based board of governors ~ Provide experienced campaign n operative to manage the day-to-day operations ~ Provide leadership and staff support in four key areas ; membership development, public affairs, membership services and communications sss T44szoz 2. Create The New Organization (Cont'd) * Enlist a field force to organize and motivate political action at the grassroots level * Develop and manage a membership sol icitation program aimed at recruiting 500M-1 million members in 12 months • Develop and manage a political action program at the federal, state and local level • Provide all logistical and administrative support for the organization for the first year 9S6 T ~ 4S Z O Z F~' 3 . Identify And Re -c_ ruit Spokesperson And Board Of Governors • The leader of this organization should be a smoker - Many possible pools of individuals from which to draw for a spokesperson/executive director of the Alliance • In the following categories there is a high likelihood of good speaking skills and someone who has engaged in multiple campaigns - Former members of Congress (Senate or Ftouse) - Other former officee holders at the state or local level, especially someone who may have had a bit of a national profile - Former administration officials 4ssi 44 szoz 24 3 . Identity And Recruit S .po~ --kesperson And Board O_ f -Governor-s. ..(Cont'd) ~ Other potential categories include - A former senior staffer to apolitic_ ian or politicians, particularly someone who might have been a spokesman or in some other high profile position - An association professional who already has had a high profile on tough subject matter - A quasi-celebrity -- show business or some other definition ~ For the board of governors, representatives from all of the above groups of people, plus semi-c- elebrities from other groups that might be appealing to smokers -- stock car drivers, rodeo champions, leading rights advocates, and the like gss T44 szoz 25 4. Develop Me_mbershi~Progrem A mobilization agenda plus benefits which go beyond politics - Enlists "card carrying" members to a powerful organization capable of practical wins in the give and take of the "rights" debate - Taps into the emotional reservoir that exists within a frustrated, disenfranchised and isolated smoking population . - Could provide benefits commensurate with "level" of participation - Could encompass a core, "elite" superactivist subgroup Information on legislative and regulatory issues Encouragement for members to defend their rights - Provide an avenue for members to report pending restrictions in workplaces and local businesses via an 800 number - Deploy an organizational response • Accommodation program, literature, phone calls, visit by representative, threat of lawsuit, etc . 6S6T444SZOZ ,,, 4 . DeveloD Membership Proqrem (Cont'd ~ Requests to t a ke action - Write, c a ll - Meet, mobilize - Solicit members - Be a mtdia spokesperson - Assume local leadership responsibility ~ Leverage "Accommod a tion Program - Provide alternatives to Nlns If - Provide lists of local businesses who participate and welcome smokers -- Provide discounts nts with tie-in partners - Encourage members to take action against non-accommodation businesses ~ Boycott • Encourage enrollment ~ 0 9s T44 szo7 27 4. Develop Membership Program (Cont'd) Deterrnine the benefits and how to deploy them • Newsletter - Issues oriented - Regular (x times a year) membership communication - Consumer driven editorial style - Information on impending, excessive anti-activity - Specific calls to action - Accommodation Program, suggestions - Membership expansion (member get a member) - Affinity (pleasure) related benefits • Rewards and incentives - For joining - For getting another member - For taking ziction - For being a member 28 T 9 6 r 44 SlzoCi 4. Develop Membership Progrem (Cont'd ~ Examples - Cigarette coupons/discounts - Other consumer product discounts - Discounts from Accommodation Program participants/partners - Merchandise with Alliance slogan - Discount subscriptions for lifestyle/affinity magazines - Travel awards/ciiscounts - Priority/discou_ nted tickets to PM sponsored events • Marlboro Grand Prix • Cultural events/exhibits nGT44S%UZ 29 4 . Develop Membership Program (Cont'd ' * Membership card with benefits - Discounts from Accon»»oelation Prograni participants when presented - Cash discounts at retail for cigarette purchase s • Discount card • Credit card • Interactive/800 numbers - Legislative Not-line For update s - R Cq uest Alliance help IIl fighting loc a l b a ns / r estrictions (e .g. workplace) - Priority seating and ticket request s -"1'rav€l information related to where smokers are welcome -- - • Me m ber only events - Smokers Cruise s - Smokers Airline Charters - Cntertainment Night s -''Smokers" -- membership gathering s E9sZ44s%oz 10 4. Develoa Membership Proaram (Cont'd Membersliip Recruitment - T a l'geted 111 a llln g s will s el've a S principle soliclt a tlon mechanism ~ Mail to previously identified action-takers, e .g ., "Volunteers" and "Advocate Recipients" - Mail to strategically selected "Random Sample" from general lists - Avoid limiting outcome by over targeting Profiling . - Segmentation profiling approach to determine potential "predictors" of activist bchavior, which will be applied to direct marketing database to select test list - Advocacy Study can potentially yield "predictors" for identifying action-takers . "Predictors" to be applied to dElttlbse to select additional test list ~ Test a nd Le a rn Approac h will be on-going - Creative approaches will be pretested - Multiple packages will be tested to determine best creative and targeting response ri ltes - Each package will try different approaches, s ignatures, messages and benefits ~ Test alternative acquisition/follow-up vehicles, particul a rly outbound telephone 3, V96T44Sz0% 5. Develop Political Action Agenda, Program And Materials ~ The Alliance will operate like a national political campaign ~ Campaign director will have a national field organization of experienced political operatives with spec .ific regional responsibllities ~ This national political organization will be mobilized to : - Su ppo rt a(; OIllillOCl tlOIl c a programs at the federal, st a te and local level - Fight against excise taxes at the federal and state level - Fight against government imposed bans at all levels - Fight for accommodation in the workplace - Serve as a''truth squad" to respond to anti-smoking propaganda and "political science" - Recruit 1,000-3,000 rnembers in every congressional district in the United States 5 . Develop Political Action Agenda, Proqrern And Materiels Political Action Tactics • Letter writing, telephone calls, meetings, direct lobbying, tcstifying on issues before legislative or regulatory bodies at the f'ederal, state and local levels on smokers' rights issues * Target arget and survey elected officials and candidates to determine their views on smokers' rights - Make it known that results will be publicized to members of the organization and to others, including the iliedi1 9 Target and survey contributorss to campaigns of elected officials and candidates to determine attitudes on smokers' rights and willingness to support smokers' rights -COIT1111unI c ilte back to members 99GT44s % oz 33 5 . Develop P- ol itical Action A .- end -a Proararn And Materials (Cont'd Political Action Tactics Identify the position of key opinion leaders on right to smoke in communities with a strong official anti-smoking bias - Identify allies from among those opinion leaders who will communicate that Suhport Publicly endorse candidates who are supportive of smokers' rights Support advertising for or against candidates Educate voters, through rnedia, direct mail, on positions of candidates 4 9sz 4,4 szoz 1Q . 5 . Develop Political Action Agenda, Program And Materials (Cont'd) Political Action Tactics • Develop lists of single issue voters based on support of smokers' rigllts and provide that l ist to candidates ~ Offer assistance to candidates and office holders who are neutral oil tlIe issue of sinokers' rights in an effort to bring them around to the rights position ~ Engage in truth squad style,activities on the prohibition theme against anti-smoking activist candidates s9s U4 s % o % 35 6 . Develop Communicationa/Public R~ ations Progrm Initial Phases I Build Awareness of Organization • 13rOE1C1sC< al e II Solicit Members Testing of lists/creative to determine efficiency for direct »> a il III Membership Base Maintenance 1Zew ar-ds/i ncen ti ves For action - Travel/Services - Product discounts - Premiums On-going Communication ~ •Membership contacts - Newsletter - Information bureau 800# oPubl ic awareness - PR on successes - Solicit members *Legislative and key influences awareness •Spokespersons(s) for smokers rights 16 llllvert lsi ng/ puhl i c re tlllf)Ils l Lstablish presence ' Incenlivize - "Card" program 0 Create credibility Test other acquisition n,ettiods : - Pfione - Inserts - "Ride-Alongs" - Matchbooks, etc . - PQS s9sT44sZoz 7. Solicitation • Optimize the initial solicitation pool • Develop messages • Develop and test mail solicitation packages/signatures/benefits • Develop and test phone solicitation program • Roll out mail solicitation • Roll out phone sol icitation • Develop, test and rol (-out alternative solicitation programs o.AGT44S% oz 8 . Pr-o Forma Budget* Minimum - MemherShip Solicitation - 10MM pieces direct Mail - telephone follow-up - testing alternative solicitation 9 .0 4 .0 Year I ($ ntillion) Year 2 ($ million) 4 .0 1 .0 2 .0 1 .0 13 .0 • Membership Services - avg. 500,000 members @$7 .00 per • Political Action Program - 5 mobilizations @$600,000 per • Staffing and Administration - chainnan, president, sr. staff, field organization stipport staff, general administration, r ;tc . • Communications Program - I'ublic Relations 3 .0 3 .5 7 .0 4 .5 3 .0 .0 .0 1 .2 2.0 1 .0 1 .2 2.0 1 .0 - Advertising • Misc.. Expenses 26.7 21 .7 Optimal : TBD ~~~~~~(~+ZOZ * excluding agency expenses and c o sts of incentives ; exact production budget TB D iR_ c,t 2025771972 . iN3LNiinHO3H/NOIiViN3N!D3S 3 dIHS8VIVi a31VIINLLOd Solicitation Current PM Public Affairs databases offer the greatest potential for reaching critical size quickly Prototypical estimates for achieving 500M + 5% V~~Is (1 .1 milliun) 10% 20% 50% 55M IIOM 220M 550M Advucales (51111M ) -'Pult~l ' 25M --80M 50M 1l)UM - - 250M 160M 320M $00M 4 4V T4ZS (.V % 4n 0 ensitv For Level Qf Activitv Will Varv Amon Some inelnbers will be inore active than others Start local groups Appear on tallf shows ; speak at rneelinss hlecli :r interviews ; rnecl legislators Allend rallies 1listrihute lileratirre ; vrrler rel;istr,rlirrti Letters, calls, Iretilions 0% 5% 10% 15% 20% 25% 30% 35% 4ll%,45% Source : Estimated from January 1991 Smokers Caucus Mail Survey 41 WAT444 S , zo Z Propensity For Level Of Activity Will Vary Among Members Will depend on strength of commitment to srTtoking and propensity for political activity I'ROPENSI7'Y FOR I'OLI'I'ILAL AC`I'IV19'Y HIE,H • Lobby • Speak out at meetings • t telp recruit MEI)IUM • Politically active • • Contribute money • Attend rallies • Vote LOW • Contribute money 0 Vote * Belong • Accept leadership • Politically active • Contribute money • Belong • Attend rallies • Vote • Belong • Politically active • • • • Contribute inoney Attend rallies Vote Belong • Contribute money • Attend rallies • Vote ~ Vote ~ Belong - Belong • Belong • Attend rallies • Vote LOW • Vote • Belong • Belong s 4si44s % Oz 42 Solicitation • Response will require incentives - Routine efforts to solicit action among Advocates indicates that the current list of Advocates has become incentive driven • Reaching critical mass may require going*beyond Vols and Advocates - 1991 TSI survey of Smokers' Caucus indicate a decline in commitment to "action" ~ Menibership expansion requires identifying within other databases, i .e ., PM Marketing Database (26 .4 million) or acquired/purchased databases, people who would be interested in , j oin i ng - Solicitation should be focused on smoker segment s who are most likely to join and actively participate to optimize solicitation efficiency g o! ,6z 4,4 szoz 41 Database Management For Developing Segment Drivers Data P-M Smoker Files Segment Profiles Algorithm Bmoker Attitudes ~tudy Match-Merge Bimmons MRI Name Address Age Promotion Rsps ~ F requency * Type Brands Smoked Smoking Behavior Name Address Demographics Lifestyle Interests Segment Allocation Other Activists Lists Mailing List Selection Results Tracking - Responders - Non-Responders 4461445%0% 44 r, Hxoothetical Database Search For Membership Rights Intringed Uncomccrned f)iscnfrsunchised and Isolated I'roud Sinokers (11'Y,) I tioxo~ugH 1"njoyrrlent (21 %) Miniinal Pressurc (15'7) .rsclf-conscioms (1 4'%) Im ;ige C .nnscionls (zu•r .) • Snmron c shriuld il t) some thing ah oul thi s • I'rice st•nsitivc + Inlcicsted in intellectual issues Upscale • Scc few fx'ncfils FAlucal«I ~ Not I l iicc SCnsII I ve Unttffccted by le) ;ul ;diun/Irric ;e in smoking • Ashamed Uo smnkc • Badge value • Younger and unconccrncd • Quit or become Thorough Enjoyments • Socially pressured • Price constrained r M o st lik ely to • Ah{xals ttt ctivalahlc if hif;hly molivateil inilividuality stand ul ) fon Ihcir rights •. Tax inte n•stal • Show somc In i cc/t ah sensitivity Have resisted association with smokcrs rights Could become future activists if given tlie right information • Low level of -- smoking involvement • Like to feel narl of st grctup/nut isolated • Price motivated 0 Low RtHcnti ;il ( i111KI Podcntitd Clood Rutential Goud I'iNCtNial Li+w f'ulenlial Investntcnl for future Fair f utcntial S4 s Tzzr-z 0 4S Hypothetical Database Search For Membera p ._h Stromg Favorile Image Hr,uu) • Very ullst•slle • Ultra low tar . Menthol • Young • llnage hrlnds - Female Price sensitive Rights Infringcd Uncunccrncrl f)isenfranchisccl and Isolated Uisenfr;ulchised_ and Isolated D_ isenfr•,mchised arrd Isolaled bocrany & Financially Concerned Lowcr int•ume/ cihcation Upper income/ erlucatjom 1) County Self-.conscious (14%) ImaBe Conscious (20%) (1996) -`ilYorough Minimal En,j~~yrncnt I'ressurc Prould Slnukers ( I 1'7,) (21 %) (15%) Eliminate r Cultivate r Priority Nurlure segment . Segment . Segmenl Priority Mcmiwr Se f;mclH f'ricttily Activist S egnlclll Cultivate Seglnenl • Group enfranchisemcnt ~ Issue education • OrinicMrs make a difference • Sense of social acccptanifity/ belonging • RigI1LS of Flc- commodation - • Tax issue • T;u mcssape Purchasc in(cntivec Intellectual slrgumenls Lifeslyle related issues/ ineenlives s~s~c4 ~,s 70 z - -- - - !1 h APPENDIX I. PM Database Overview II . Advocacy/Mobilization Program Overview III . RJR Smokers' Rights Program IV . TSI January 1991 Smokers' Caucus Sur-vey : Reasons for not joining V . Potential Names/Slogans For "Club" VI . Sponsors and Sources Seed Money o6si44sZoz I . Philip Morri s : Database Overview MARKETING DATABASE 5MM Public Affairs Database Segment (11MM) Breakdown : •"Volunteers" : People wlio've taken "actiori" l .1 MM • I'M Magazine : "Responders" -. - 1 .0MM 500M I30M lUM 3 .5MM 3 .0MM 49 ~ "Advocates" : Recipients of Newsletter • "('aucus Notes" : Former Recipients •"Ninjas" : Responders to 1/9I `I'SI Caucus Survey ~ Suppression File : Names Not Mailed •"Cenerals" : Previous PM Magazine IZecipientti/Uthers T&G j 44S% a I . Philip Morris : Database Overview A. Direct Marketing Database ' 26MM names are signature certified for brand marketing programs . Some of tllese names may be used for Mobilization/Advocac_y efforts . Minimum info includes N fa rlle , Address, Usu a l Brand, Signature and airthd ate; some names also inclucle othe r Info such as : Prorilotlon histor y, Lifestyle, Demographic lnforrllatior i . From (/92 to 11/92, 16MM names had been mailed across 40 individual brand efforts .. Un(il Q4 '92, nearly all mailings were competitively focused . PM daurbase info : - Total Population : Of 50MM smokers in US, PM achieves 50% penetration with 25MM names . ]'his includes 1 I .9MM (54% penetration of a total 23MM) PM Franchise names and 1 1 .4MM (42% of a total 27MM) Competitive names .. - In Younger Adult Groups, PM has .9MM YAMS of a total 2 .9MM (31 %v penetration) on file, and 1 MM YAFS of a total 2 .7MM (37% penetration) . z s S T449%0 z 49 I. Phift Morris : Database Overview B . Advocacy/Mobilization Database • Advocacy Database includes approximately 1 1 MM names . Some overlap/duplication exists with 26MM name marketing file . These names have legislative data applied, i .e ., voting districts, etc . • Advocacy Database is primarily smokers (not all of them are qualified), although some non-smokers are included . • Database includes Following key segments as well as other groups : - 1 .1 MM "Volunteers" - 500M "Smokers' Advocate" Recipients - IOM "Ninjas" ~"Ninjas" are most likely to be aggressive action-takers and more'"militant", however, they skew mucl1 older (many retired) ~SSir~szoz 50 II . Advocacy/Mobilization Proaram Overview A . Objectives, Scope, Current Segmentation • Program is intended to accomplish a number of goals : - lnform consumers about pertinent federal, state, local - _ . legislative and tax issues -_ ~ind encourage action-taking : mobilize letter writing/call-in campaigns . - "Cultivatc" consumer constituencies (i .e ., "handholding") - Provide pool for telephone recruitment 150 individual program efforts are mailed annually . Mailings can range from a few (housand to r»ill ions . • Regarding program segmentation, key geographic breakdowns are utilized : - Califorifia : Due to aggressive anti-smoking efforts, a more intense, focused state speci fic program has been developed . - High Volunie States : NY, 01-1, NJ, PA and other high volume states receive more focused efforts . VS s-c449 z 0 z 51 II . Advocacy/Mobilization Program CQver-vie wview (Cont' _d_ B. Key Prograins • "Smokers' Caucus" : Program developed in 1987 and ran through 1990 . 40M smokers mailed extensive kit/binder- that provided materials and info on how to easily write Congressional reps and other legislators . Eventually, program expanded to arproximately 140M participants whose nanles are utilized in clifferent programs . • "Smokers' Advocate" : A national newsletter mailed to large portion of file covering Federal issues