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Fair Play
| Researching tobacco control advocates and organisations |
| Building relationships with “moderate” tobacco control organisations |
| Diverting and diminishing tobacco control funding |
| Weakening advocates’ credibility |
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Position PM as reasonable
| PM21 image makeover campaign |
| Expand the smoking experience | Researching smokers |
| Building camaraderie among smokers |
| Creating products and programmes to promote social acceptability and reinforce smoking rituals |
| Connect with smokers | Researching communication options (cable or satellite television, radio, internet, direct mail, etc) |
| Creating smoker communities |
| Assure smoking places | Expanding the Accommodation Program (a programme that promoted accommodating smokers in public places) |
| Creating “Options” website |
| Creating programme to reduce cigarette litter |
| Minimise environmental tobacco smoke (ETS) | Supporting development of ventilation technologies |
| Ensuring acceptable ETS regulations |
| Communicating PM’s accommodation and ventilation views |
| Creating low sidestream smoke and low odour products |
| Promote values that support smoking | Developing coalitions with other industries |
| Creating programmes to “de-demonize” smokers, promote tolerance |