From: afoxland@starband.net
Date: Mon, 01/12/04
Anne LandmanPosting Date: Monday, January 12, 2004
Oregon Preemptive Strategy
Company/Source: Tobacco Institute
Document Date: 30 Apr 1996 (est.)
Length: 2 pages
Bates No.: TI30639073/9074
URL: http://tobaccodocuments.org/landman/TI30639073-9074.html
PDF Version:
http://legacy.library.ucsf.edu/cgi/getdoc?tid=zbr76d00&fmt=pdf&ref=results
This Tobacco Institute document shows how the tobacco industry scares
the health care industry out of supporting increased taxes on cigarettes. The
paper describes an ad campaign that portrays doctors as money-grubbing
party-hounds and hospital firms as greedy profiteers. The tobacco industry also
tries to make it appear as though tobacco is allied with some health care groups
in opposing the tax.
"Goals:
(1) To reduce the eagerness of the health care industry to support
higher taxes on cigarettes.
(2) To start positioning the battle as people with white uniforms on one
side vs. people with white uniforms + the tobacco industry and taxpayer groups
on the other side, rather than white coats vs. TI alone."
The document describes an ad campaign that shows a "cork flying out of
[a] champagne bottle suspended on an intravenous solution rack, with IV tube
running into arm of a partially seen person lying in a hospital bed." The
doctors are partying because they are going to start making more money. The
rest of the ad claims that personal choices about health care will become more
restricted and that some other health care groups (like dentists, chiropractors
and therapists) join the tobacco industry in opposing the tax.
The industry's political strategy regarding tax measures is
specifically aimed at confusing voters, as described by the following quotes
from a related document (Bates No. TIOR0020292/0307) :
"Make our hat whiter, make their hat blacker. Through involvement in two
health care initiatives, blur tobacco's relationship to the health care
community."
and,
"Create an environment where there are some doctors on our side (of
health care reform) and some doctors against us--make voters a little uneasy
about who the good guys really are."
http://www.tobaccoinstitute.com/getallimg.asp?DOCID=TIOR0020292/0307
Quotes:
Oregon Preemptive Strategy Goals:
(1) To reduce the eagerness of the health care industry to support
higher taxes on cigarettes.
(2) To start positioning the battle as people with white uniforms
on one side vs. people with white uniforms + the tobacco industry and taxpayer
groups on the other side, rather than white coats vs. TI alone.
CONCEPTUAL CREATIVE
Print advertisement. Pervasive placement in dailies and weeklies,
possibly also local editions of newsmagazines. Also, possible placement in key
national publications, e.g. Wall Street Journal...
Photo or Illustration:
Cork flying out of champagne bottle suspended on an intravenous
solution rack, with IV tube running into arm of partially seen person laying in
hospital bed. Possible label [on] bottle: "MD and Hospital Rates."
HEADLINE: HAPPY NEW YEAR, OREGON!
Subhead: The party's just begun.
Copy: Oregon's wealthiest MD's and major hospital corporations
have good reasons to celebrate. Recent changes to the Oregon Health Plan mean
that physician rate and hospital charges can never be reduced...
...Better yet for MD's and hospital companies , they get paid by
the state whether you get treated or not. The less care you receive, the more
profit they make.
Finally, many MD's and hospital companies are backing a tax
increase of more than $200 million per year, with half the money going earmarked
for...guess who? You're right, $100 million per year more for MD's and
hospitals...
If you would like to join our cause, please return the coupon
today...
This advertisement was paid for by the Oregon (name several health
organizations with support from a grant from the Tobacco Institute. We don't
agree on many things, but we all agree that higher taxes and unfair control of
your health care is bad medicine for Oregon.
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Company: Tobacco Institute
Author: Presumed corporate author, the Tobacco Institute
Region: United States
Litigation: DOJ Civil (U.S. Department of Justice)
Type: REPORT
Subject: taxation
industry influence
industry response
industry strategy
advertising activity
advertising campaign
advertising message
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