c FORNARDING HEMOPAKDUK To Mechers of the Planning Comitts Atteopt has been made to organize this material in auch a fashion that you can get the gist of {t all in half an hour, by quick skimings then you can go back to study what nterente you nor To reduce the longer enclorutes to nere extracts might oatt (through sone blind spot in the mind that tried to edit the material for you) the very tem where you yourself will find the Asportant key to the problem, This 46, of course, the most challenging proble our organization has ever faced = and perhaps the most challenging problem that ever faced « great industry, one with annval sales of alnont $5 billions at rei AL, and with economic roots that reach clear back to the farm, The serious nature of the challenge seizes one, he explores the material enclosed. You'll find that sone of this information is confidential, such, To hay ond requires treatment caltted it would have foreshortened the picture, Folder 4 contains the lung cancer news in recent magezines and broads cant - You may have read thee pieces separately but they are worth re- reading as 4 group. Folder 3 contains many pagesof medical opinions that teen nade inet thea, at least in to exonerate cigarettes from the recent charge good part, Folder 4 contains reports on cur interviews with four research Girectors of mor coapantes, At the Monday night meating, tearshests of re ‘corpany advertising will be on hand, senna JH 000493 Se sd CTR MN 043104a ‘The attitude of the wen we must directly deal with In the industry Le at once interesting, and important for us to understand, That 1% why notes con the four interviews with "research directors” are given at some length, You'll get from then Little real information about lung cancer, pro or cony but you'll find some mighty interesting opinions, One of the men said, "It's for= ‘tunate for us that cigarettes are a habit they can't break." Seld ancthert "Boy! wouldn't St be wonderful Lf our company was first to produce a cancer free cigarette, Hhat we could do to competition!” Said another, "Suppose everybody snoked Just one cigarette less a day. That would be saybe 40 bil~ Mon a year!" And again, “The stock market fall te terrible, when you remember dividends are going to be much larger next year without the E.P.T." At the monent, these nen feel thrown for a loop. They've conpeted for years ~ not in price, not in any real difference of quality ~ but just in abiity to conjure up nore hypnotic claims and brighter assurances for what thelr own brand might do for 4 sncker, coopared to another brand, And now, suddenly, they feel all out of bounds, because the old clains become unin- portant overnights they 2! suddenly challenged to produce Just one, tieple fact, Walter Winchell told his own audlence the nature of this fact, in brief words: “The burden of proof hat shifted, It 1s no longer up to the sclentiste to prove that cigarettes cause lung cancer, It 4s the duty of al concerned te prove that they do not.” And this, of course, 1s exactly what no individual in the,whole worlc can prove at this junctures and untll that proof comes in’ seme form, argu= ants over the logic of sone actentl and eritictem of he particular ideas of cause-and-effect, can satisfy neither scientists nor public) er get anywhers ‘And the days of bright pronotion claims, tossed off Madison Avenue heads Like Lorelei"s locke, sre suddenly finished, “This 4s the way the world ends ~ not in # bang but 9 whimper. JH 000894 CTR MN 043105is But, naturally, that 1s seething almost too terrible for most of the tndustry"s men to realize, even yet =~ though the vary heads of the great corpo- rations themselves algnalized the end of the old days, when they Mnked arms and walked together to consult with ute To work with these men successfully, At 19 most important for us to understand # wide range of extraordinary things #0 that all of us can reach rather new outlook together, ‘There As only one problen -~ confidence, and how to establish ity public assurance, and how to create At -+ in a perhaps long interim when seh entific doubts mst remain. And, most important, how to free alliions of Aneri~ cans from the guilty fear that {6 going to arise deep in thelr biological depths regardless of AY pechepoohing legit every tine they light 2 cigarettes No resort to mere logic ever cured panic yet, whether on Madison Avenue, Main Stee ) or ina psychologist's office, And no mere recitation of arguments pro, or Agnoring of arguments con, or careful balancing of the two together, in going to deal with such fear nows Tat, gentlenen, 1s the nature of the unexanpled challenge to this office, ED 9H 000495 CTR MN 043106Problem it . . The very fizet problen 1s to establish sowe public confidence in the Andustry's leaders thenselves, eo that the public will believe their assertions of their om interest in the public health, Grant Clark ‘Look at the remarked on the telephone statements on the Viceroy package. Look at the Kent advertising, They've been engaging in thay sort of competition for years. . You fellows Hand K ore sn ‘the mldéle, and to saybe can do tonething. Meanwhile, I'm not ale Jowed to send you those ads that were written for Camel. Darr may « ati11 want to run then, after your om canpaign gets started.” (Note hes that Darr might u His excuse for withholding th ads vas the industry's fear of anti-trust action if ideas are too ‘generously shared. But that apprehension could readily be clarified, in this emergency, through having a few frank talks in Washington. Nay not our roal problem be the establishing of 2 complete under= standing that old patterns of Sdea-competition a Rot going to be perpetuated in this emergency?) Eaoblen 21 To reassure the public, and still instinctive feare, in thie interim when definttive facts for giving complete assurance are tii] lackingy / hen sclentific doubts must remainy and when new “unfavorable” infor 2 bomb mation can energe froz some Ieboratory at any tine, to act shell on the whole tobacco industry -- if It hae meanwhile tried to pooh-pooh the unfavorable finding to da! 3H 000496 CTR MN 043107a The fact 1s, of course, that no one who has been a heavy smoker 15 ‘going to benefit himself now by falling into a pantie, and elimina- Ling the pleasure and confort of cigarette: He might Just as well 90 on enjoying his stoke in this interin while research pursues the facte,with full assurance that 1f any cancer-causing agent 4s ever | really found in tobacco, the manufacturers will quickly find + vay | to eliminate it. | | Problem 3+ How to validate this message of assurance, The wen talked to in the cigarette companies tend tor (2) Think occasionally in ters of trying to “amear™ the per tonal responsibility, notives, Judguents, oF techniques of Hynder and others supporting him. (But this approach wuld be most dubtous.) (b) To believe the scientific case can be arguing in the public arena, by leading the layman through elaborate statements which only specialists are really qualified to weigh and debate, in their ovn scientific councils; for the quest of ultimate causes behind known effects {s the spectalists’ Job. (This approach 48 shown in the documents from Philip Morris and American Tobacco, when they extract quotes from the various journals, and assemble them for public circulation. But it 18 extrenely doubtful whether anyone could trim such an assembly of quotes An a fashion that wuld (1) give the smoker absolute psycho- logical assurance, and (2) still leave the compilation a com pletely honeststatement of the cancer situation, in a way that would satisfy most scientists at this juncture. Honesty In science requires careful consideration and weighing of 31) points of view. The cigarette companies cannot hope to spon” sor any public debate over nd-effect that ould sutiafy both smokers and selentiste, Hence they are bound to lose in this effort regardless of what they might briefly gain.) (c)_ To overtook the fact that An this particular Anstance, the Stakes for the public are even larger than for the tobscco mani- facturers. (For the public, an faaue touching the deepest of hhuman fears and instincts 4s Lovolved ~ the feaues of uncontrol- lable disease and death, Hance elgarette companies aight not ‘3H 000497 CTR MN 043108readily be forgiven, 1f thelr approach to this problen ts» stemed only fron eagerness to protect thelr earings, and Af they tristed the zesearch of medical acionce (which seeks to save nen) Anto a device to save stockholders. There 1s fo precedent where 8 great industry has been forced to face tuch grave Lesu In the past, industry has given little twists to the facts fof science, to convert then into sales propaganda, without much risk.’ The cigarette industry has indeed been doing i this for years, We can therefore readily understand 1ts aesumptions that the same technique wil} mork nom, in dew ising propaganda. ut At ts highly important ‘+ note that ‘the deep issues of 1ife-and-death that are now involved make highly doubtful the question as to whether the familiar techniques can be relied on, The stakes are too large; the penalties for losing could be too great.) 2 (a). To assume that agents Like sclence writers con be guided and encouraged to disseninate special "interprets ‘ons™ of current findings, in ways that would blame lung cancer on everything elsa but cigarettes ~ or (even better) in vays that would throw doubt on the validity of statls- ties showing great increases in lung cancer. If the issue were merely coughs, or sore throats, or warts, this might work. There 4s serious question as’to whether anyone after due reflection -~ would consider such # course use- ful for long term purposes, in the present circumstances. Problen 4! We must early decide our onn attitude toward the findingtof men Like Wynder, Rhoads, Ochsner, et al, We have @ choice, as previously indicated, oft (a) Smearing and belittling theny (b) Trying to overwhelm them with mass publication of the opposed viewpoints of other specialistes (c) Debating thea in the public arenas or (2) Ke can determine to raise the issue far above them, 80 that they are hardly even mentionedy and then me can make our real JH 000498 CTR MN 043109c Broblen 51 Probl tow e plete we can manage It => would throw everything ef and vould show the Broblen 61 There de much to indicate that we have one e: jon 5 hitches on to Problem 4 and all subsequent probler can we move inmediately to identify the tobacco companies com ly with concern for the public good? This accomplishment == iF Anto proper focus, were to the other various problems. intial Job - which can be simply said: Stop public panic, without ever getting in the position of giving false assurances, or of giving false enphaser The facts for the average man are reassuring enough, without getting into any sclentific arguments whatevers his chances Of getting lung cancer are too infinitesimal to worry about at all, in this soment of aclentific uncertainties, Some 22,000" people in the U, S, will dle of lung cancer this year - ‘that's 22,000 too many. Let any man glve up smoking cigarettes Af he wants to. But the average can is lots more likely to die by an autoroblie accident (sone 36,000 deaths annually); or of tuberculosis (some 24,000 deaths annually) oF of heart dive: (over half a million deaths annually), So Let the scientists do the worrying for us - that's thelr busingsss and meanwhile Let us go on eating, and working, and playing, and smoking, and relaxing, and riding in automobiles, and Living a good Life everyday. You can count on the clgarette compant theaselves to pour millions of dollars into cancer re to take anything ovt of your cigarette that ie # health hazard, 4f our sclence ever really finds any such hazard in / the wonderful tobacco leaf. Meanvhile know thiss despite the post elaborate attempts, no efforts to give mice lung ALIness by making thea Hie days on end in tobacco seoke have ever produced a case of such illness through that kind of exposure. (who have obligated arch) JH 000499 CTR MN 043116Somm Things to Do : ‘The Atoms on this page comprite quick suggestions by various starting with Mr, Goss. They are intended members of the organtzatior suggestions for debate, and for stimulating others 1, ane for Comittee? 2s A baste Credo Statemnts "te place health first) we have tong joking the facts; we are financing wore research, "Tin = consider exactly what view point and attitude industry will universally adopt toward Unfavorable research reports, 3, Explore advisability of having made # truly sctentifie summary review, and analysis of the facts, at these are recognized by the rajority of our best researchers ‘and research institutions at this tine, Could Nationa] Cancer Institute do? Consider authoritative brief digest (5-10 pages) of “favorable” achentifie reports, to go with full texte of the sane reports to acionce'and magazine writers, cigarette calesmen, Anportent magazines and syndicates, Gould National Cancer institute authenticate? Be Decide whether we suggest company publicity or edver- theing. Consider what the chief points in euch pessages should be, Decide how this advertising could be coordinated, so that 1t doesn't bog down a conpetitive dog Fight. Decide what any one company could say, that couldn't be better sald by ell conpanien jointly <- when they honestly face a problem of human import where con petition hat no places 6, Start screening and planning a sclentific reseorch program by research com tte 7. Select an agency to plan institutional advertising to (a) doctors and’ (b) public. Consider what kind of mestages/ you want to get acro: 8, Get research data on excessive smoking, 1f definable; on smoking by Sexy age, region, urban and rurel districts, 9. Devetop some understending with companies that, on thie, problem, none 1s-going to seek © competitive advantage by inferring to ite public that ite product 1s less risky than others, (io elaine that speckal filters or : JH 000500 CTR MN 04311120 ‘Some Things to Do (Continued) - 10 ae toasting, or expert selection of tobacco, or extra length in the butt, or anything else, sakes 2 given brand less. Likely to cause you-know-what, No "Play-Safe-with-Luckies" idea - or with Canels or with anything else.) Consider how appropriations for cancer research by industry could be most effectively handled ~- not alone from view- point of rasearch institutions, but also fron viewpoint of how this occasion can contribute to building public con- fidence in the integrity of the industry's leade: Consider whether publicity on this subject (after its tenor is established under Point 2) should all enanate from one central sources and 1f not, how the various companies can ‘avoid the risk of having all efforts at confidence building” spoiled -- just because some bright boy on Madison Avenue reverted some morning to his old techniques. | 3H 000501 CTR MN 043112