Tobacco companies have targeted LGBTQ+ populations for
decades both through product advertising and philanthropic support. One example
of this targeting has been documented by tobacco control professionals who
discovered internal tobacco industry documents that revealed a tobacco company
marketing campaign that was designed to increase smoking and brand loyalty among
homeless people and lesbian, gay, and bisexual adults in San Francisco’s Castro
district. The marketing document was titled Sub Culture Urban Marketing or
Project SCUM. Project SCUM, according to TobaccoDocuments.org, was an R.J.
Reynolds plan circa 1995–1997 to increase promotion of its flagship brand Camel
cigarettes to low socioeconomic consumer subcultures in the San Francisco Bay
area. Specifically, those targeted were gay people in the Castro district,
young people, immigrants and foreigners and the homeless. By marketing Camel
cigarettes in less-traditional retail outlets, the company hoped to leverage
what it believed was a higher incidence of smoking and drug use among these
urban subcultures. R.J. Reynolds was not alone in seeking to attract LGBT people
to smoke. A 1994 internal Philip Morris report on reaching the gay market with
its Marlboro brand identified its advertising icon the Marlboro Man as “the
ultimate stud” and “maybe a great one-nighter.”
Tobacco industry advertisements are filled with subtle and
not-so-subtle LGBT imagery and messaging. They often depict tobacco use as a
"normal" part of LGBT life. The tobacco industry
encourages menthol cigarette use among LGBT populations. Approximately 36% of
LGBT smokers report smoking menthol cigarettes compared to 29% of
heterosexual/straight smokers.
In addition, tobacco companies offer financial support to
LGBT festivals, bars, media, and local organizations. Sometimes this money
comes with conditions such as prohibiting gay bars from allowing clean air and
tobacco prevention efforts onsite. Through these efforts, tobacco companies
have sought to attract LGBT smokers, curry support, and blunt criticism from
LGBT community leaders. As early supporters of LGBT causes, the tobacco
companies garnered positive community responses since many other organizations
avoided LGBT organizations. This tobacco industry funding sometimes compromised
tobacco prevention activities by LGBT community organizations.
What can we do to address tobacco and health disparities in
LGBTQ+ population? Train local LGBTQ+
partners on tobacco control best practices and engage them in coalition
decision making and activity planning. Train staff at LGBTQ+ organizations to
implement the Ask-Advise-Refer process- 1-800-QUIT NOW. Review and share
resources to learn more.
Quitnowindiana.com
1-800-QUIT-NOW
No comments:
Post a Comment