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Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 1. Smoke on Screens Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health Kate Tasker and Rachel Taketa 11/13/2020 Medical Heritage Library Conference
- 2. Outline 1. Introduction to the UCSF Industry Documents Library (IDL) Audiovisual Collections 2. Tobacco Marketing Videos 3. Interviews with Tobacco Executives 4. Internal Tobacco Company Videos 5. Conclusion Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 3. Introduction to the Industry Documents Library (IDL) Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 4. What is IDL? The UCSF Industry Documents Library (IDL) A digital portal to 15+ million documents created by industries which influence public health, hosted by the UCSF Library Home of the Truth Tobacco Industry Documents Also includes archives of Chemical, Drug, Food, and Fossil Fuel industry documents www.industrydocuments.ucsf.edu Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 5. Where Do the Files Come From? Whistleblowers Litigation against major tobacco companies (Master Settlement Agreement) Freedom of Information Act (FOIA) Requests Public court records Legal and journalist sources Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 6. What’s in IDL? Over 15 million documents, including: - Internal memoranda, letters, emails - Slides and conference proceedings - Marketing plans and reports - Board minutes - Unpublished scientific studies - Advertisements, video and audio recordings - Legal transcripts, depositions Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 7. Video and Audio Recordings Over 7,600 video and audio recordings: - Cigarette commercials - Focus groups - Internal corporate meetings - Depositions of tobacco industry employees - Congressional hearings - Radio ads Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health Added to Internet Archive beginning 2006 with links to UCSF Library site Part of Medical Heritage Library collection since 2012 Ilieva, P. (2009). From Vault to User's Screen: Using Video-casting and Video-sharing Technologies for Universal Access, Outreach, and Publicity for the Legacy Tobacco Documents Library Multimedia Collection. The Interactive Archivist. http://interactivearchivist.archivists.org/case-studies/video-at-ltdl
- 8. Medical Heritage Library Collection Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 9. Audiovisual Evidence of Tobacco Industry’s Harm to Public Health Marketing tactics to encourage smoking - Popular television characters / celebrity endorsements - Famous slogans (“More Doctors Smoke Camels”; “You’ve Come a Long Way, Baby”; “Marlboro Country”) Casting doubt on scientific research Denying that nicotine is addictive Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 10. Marketing Videos Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 11. Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health Hanna - Barbera Production Flintstones - Winston Compilation - https://archive.org/details/tobacco_djq03d00
- 12. Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health Virginia Slims Commercials – https://archive.org/details/tobacco_leo23e00
- 13. Interviews with Tobacco Executives Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 14. Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health CBS This Morning: Guy Smith Interview - https://archive.org/details/tobacco_fxw27a00
- 15. Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health Exclusive Interview with Co-Founder of Juul Labs, James Monsees - https://archive.org/details/tobacco_zxvv0231
- 16. Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health Waxman Subcommittee Hearings - CEOs https://archive.org/details/tobacco_wwb77c00
- 17. Tobacco Industry Sponsored Videos Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 18. Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health Open Questions - Smoking & Health - https://archive.org/details/tobacco_urv67e00
- 19. Conclusion Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 20. More Resources Smoke-Free Movies Initiative: https://smokefreemovies.ucsf.edu Truth Initiative Research – Tobacco Imagery on TV and Streaming Shows: https://truthinitiative.org/research-resources/tobacco- pop-culture/research-finds-tobacco-imagery-tv-and- streaming-shows-drives Smoke on Screens: Audiovisual Evidence of the Tobacco Industry’s Harms to Public Health
- 21. Kate Tasker IDL Managing Archivist kate.tasker@ucsf.edu Rachel Taketa IDL Processing & Reference Archivist rachel.taketa@ucsf.edu UCSF Industry Documents Library www.industrydocuments.ucsf.edu @industrydocs Thank You!
Editor's Notes
- When we talk about industries influencing public health, we are referring to industries whose activities influence health outcomes, by means such as manipulative marketing, funding science meant to foster doubt about the harms of products such as tobacco, and working to influence regulation or legislation meant to protect public health.
- The first documents in the library came from a whistleblower at the Brown & Williamson Tobacco Company in 1994. The whistleblower used the code name “Mr. Butts” and sent a box of paper documents to UCSF Professor and secondhand smoke researcher Dr. Stanton Glantz. Professor Glantz deposited the documents at the UCSF Library so other researchers could study them. About 40 million pages came in 2001 as a result of the Master Settlement Agreement, or MSA, a historic 1998 legal decision which resolved lawsuits against the major tobacco companies by 46 U.S. states, 5 U.S. territories and the District of Columbia. Among other requirements, the MSA compelled the major tobacco manufacturers to make their internal documents produced during the litigation available to the public, and the UCSF Library received funding to collect these documents to preserve them and make them widely accessible online. Other document collections are obtained through FOIA requests, public court records, law firms, or journalists.
- What will you find in here? What you would find inside the file cabinets and hard-drives of a large corporation. Overall, the tobacco documents archive contains evidence, in the tobacco companies’ own words, of what they knew about the risks of smoking, when they knew it, and what they did or didn’t do about it. The bulk of the documents date from the 1970s-1990s but we are continuing to collect documents from current lawsuits and other contemporary sources.
- Over 7,600 video and audio recordings were added in 2006. Items are “cataloged and contain extensive metadata, with fields that were specified by the MSA and keywords which were created using the Tobacco Control Audiovisual Materials Thesaurus” Original audio and video recordings were in multiple different formats, many provided on CD and DVDs. The Library worked to convert them to MPEG-4 for access. The Internet Archive creates derivatives from the original upload as well, including MPEG-1, OGG (open container format), and TORRENT.
- By the early 1950s, there was growing scientific evidence that connected smoking to lung disease and other serious diseases, leading to death. These findings began to appear in not only medical journals but throughout the general media (Reader's Digest). In response, the tobacco industry created a very large, far-reaching public relations campaign to not only normalize smoking but create scientific controversy about the harms of smoking. The tobacco companies employed some of the best PR/ad agencies in the world such as Leo Burnett, famous for the Virginia Slims campaign, and Hill & Knowlton, infamous for setting in motion the model that many industries still follow today: the distortion of science to create doubt. They pointed these companies towards the growing public awareness of the dangers of smoking and succeeded in creating a major scientific controversy that would undermine public health efforts and regulatory interventions aimed at reducing or even eliminating tobacco use for the next 4 decades.
- This clip is from a compilation of television commercials for Winston cigarettes ("Winston Tastes Good Like a Cigarette Should") with characters from the Flintstones television program. Winston sponsored the Flintstones in the early 1960s. Mid-20th-century tobacco ads centered on the endorsement of public figures or well-known characters who would help to bring smoking into the mainstream as well as ads that touched on specific movements such as Women's Lib. Runtime: 0:59.84
- Philip Morris launched its Virginia Slims brand in 1968 to capitalize on the women’s movement with the slogan “You’ve Come a Long Way Baby.” Marketing exclusively to women, Philip Morris continues to present Virginia Slims as the choice for strong, independent, liberated women. Runtime: 0:41.51
- This clip is from a 1988 “CBS This Morning” interview with Guy Smith, VP Philip Morris and editor of Philip Morris Magazine, on smoking restrictions as a choice for restaurant/shop owners. Runtime: 0:44.12
- This 2019 interview hosted by Vape magazine in Indonesia was an opportunity for Juul founder James Monsees to promote his product to the overseas markets Runtime: 0:45.37
- This clip is from C-SPAN footage of the 1994 Congressional Subcommittee on Health and the Environment hearings about the accusations that the tobacco companies intentionally manipulated the nicotine levels in cigarettes to ensure addiction. Here Representative Ron Wyden (D-OR) questions tobacco CEOs…do you believe nicotine is addictive? Runtime: 0:44.29
- Open Questions - Smoking and Health. This 1992 PR film by Philip Morris focused on creating doubt about the cause and effect of cancer and the dangers of smoking. Runtime: 0:30.42
- These examples of video recordings preserved in the Industry Documents Library’s Medical Heritage Library collection offer a preview of the content available for investigating tobacco industry marketing and communication strategies to cast doubt on the harms of smoking and to promote their products at all costs. As seen in the Juul interview from just last year, the industry continues to pursue these strategies - particularly for alternative products like e-cigarettes and vapes – with a resulting negative impact on global public health. Understanding these strategies has proved crucial for the tobacco control and public health community in countering the the industry and improving health for people around the world.
- For more information on the current environment of smoking on screens, we invite you to learn more about the Smoke-Free Movies Initiative at UCSF which pursues “evidence-based policy solutions…designed to substantially reduce young audiences' exposure to on-screen smoking and create the strong counter-incentives needed to keep Big Tobacco out of entertainment media.” The Truth Initiative also recently released this September 2020 research report showing that young people with high exposure to tobacco imagery on TV and streaming shows were three times more likely to start vaping. The Truth Initiative is a nonprofit public health organization committed to ending tobacco use and nicotine addiction. It was previously known as the American Legacy Foundation, which provided funding to UCSF in 2001 to establish the tobacco documents library and to build the UCSF Center for Tobacco Control Research and Education.