Glitter, Smoke, and Mirrors: Tobacco Marketing in LGBTQ Spaces Presenters: Gabriel Glissmeyer and Laura Henry
Opportunity Conference February 27, 2017 Introduction
Gabriel - he/him Laura - she/her
• Program and Research ● Policy Champion- LAAMPP Assistant at the Association for Nonsmokers – MN ● Former Shift Coordinator at Rainbow Health Initiative • Tobacco prevention and cessation for 8 years ● Volunteer Manager at The Aliveness Project • Received 3 awards for tobacco work in the LGBTQ community Objectives
1.To educate and inform participants about the history of tobacco industry targeting tactics to the LGBTQ community via print and social media advertisements in the last decade
2. To show the importance of LGBTQ representation in tobacco prevention and cessation campaigns to counter tobacco product advertising Agenda
• Background on tobacco marketing in LGBT publications
• RHI: SHIFT MN Research overview
• ANSR: Project WATCH Research overview
• Examples of advertising discussion
• Current LGBTQ-focused anti-tobacco campaigns
• Q&A Definitions
Tobacco: corporate commercial tobacco, not sacred/traditional tobacco
- ClearWay - American Indian Projects
LGBTQ: some things will be specific to one community in the spectrum or affect all communities Disclaimer
We recognize that there are many intersections within this community and other marginalized communities that are being targeted, but for the purpose of this presentation we are specifically going to talk about the LGBTQ community
This presentation is centered on marketing in the United States. Who is “Big Tobacco”?
Altria/Philip Morris Intl. - Marlboro and Virginia Slims, Parliament
Reynolds American Intl./R.J. Reynolds - Camel, American Spirit, Newport, VUSE, Blu Ecigs, Lucky Strike
Swisher International - Swisher Sweets Can targeted marketing be a good thing? Regulation of Marketing
Marketing is largely treated as “Speech” and is protected under the First Amendment
Very difficult to regulate Regulation of Tobacco Advertising and Promotion
Minnesota Tobacco Settlement (1998)
Master Settlement Agreement (1998)
Smokeless Master Settlement Agreement (1998) Settlements: No more marketing to Children
• No more tobacco billboards • No more branded merchandise • No more ads in magazines with “high youth readership” • No more paid placement of cigarettes in movies “It seems to me that homosexuals have made enormous progress in changing their image in this country...A few years back they were considered damaging, bad and immoral, but today they have become acceptable members of society...We should research this material and perhaps learn from it.” -1985 Philip Morris memo How it began
• No one wanted to market to a taboo community
• Open market left for Big Tobacco
• “This is a dream market” “attention-starved and very loyal” - Gay marketing firm
• Brand loyalty and disposable income Community Reception
• Severe distrust of tobacco industry
• Tobacco industry funding anti-gay politicians
• Donating money to HIV/AIDS research and art programs
• $1.3 Million donated since 1985
New York Times May 1991 LGBT magazine editors quotes
“...barriers are beginning to fall. It says ‘we respect you as consumers and we want your business.’ I would gladly accept tobacco advertisements.”
- Jerry Williams, associate publisher Gay Chicago, 1992
“I’m just celebrating being part of the mix. We’re not being excluded any longer.”
- Tuthill, Genre, 1992
“...in a beggar’s position, rather than a chooser’s position.”
-Jeff Yarbough, editor The Advocate, 1992 Genre Magazine
October/November 1992
Source: University of Minnesota Genre Magazine
February/March 1993
“Get the edge. Over any menthol you’re smoking now. The smooth edge. Benson & Hedges black & gold.” Source: University of Minnesota 1993
Source: Stanford School of Medicine 1993
Source: Stanford School of Medicine 1993
Source: Stanford School of Medicine 1995 Out Magazine
1995 Rolling Stone
Source: Trinkets and Trash 1995 Cosmopolitan
1995 OUT Magazine
Source: Trinkets and Trash Project SCUM 1995-1997
• S.C.U.M. = Sub Cultural Urban Marketing • Introduction of Camel products to the gay community • “Rebellious Generation X-ers” and “street people” • This campaign focused on sponsoring gay events and Pride festivals
Source: LGBT HealthLink 2000 San Francisco Pride booth and lounge event
Source: Stanford School of Medicine 2001 ad in GLAAD awards programs 2001 GLAAD awards programs Study themes
• University of California 2003/2004 study on LGBTQ Perception of tobacco marketing • 19 focus groups in 4 U.S. Cities • Ages 17-74 • Common themes: Acceptance of the tobacco industry Attitudes towards tobacco company activities Industry attention as validating Acceptance of the tobacco industry
“It’s legal for them to put it in the store “They identified a group who is...more to sell it. That’s their job. Our job is to likely to smoke. And I don’t see either buy it or not buy it.” (Female anything unethical about it.” (male smoker, Manhattan) non-smoker, San Francisco) Attitudes towards tobacco company activities
“It’s that boldness that they “Philip Morris paved the way have to represent all of us for Subaru and all other because we’re bold, because companies to follow.” (Male we are not scared to come smoker, Houston) out.” (female smoker, Bronx) Industry attention as Validation
“In their targeting market, I “Shouldn’t we in some way don’t know if I’m gay.” (black feel sort of, um, good about female smoker, Bronx) being a target market, though? That means we are a market and are viable, and our dollar counts.” “If I already know that you (male smoker, San exist, then it’s just marketing poison to you.” (Male francisco) smoker, San Francisco)
LGBTQ Tobacco Statistics
Minnesota • In Minnesota, the LGBTQ smoking rate is 20.5% (compared to 14%) • 70% of LGBTQ youth smokers smoke menthol cigarettes U.S. • Nationwide, LGBTQ people spend $7.9 Billion on tobacco products every year, which is 56x the amount spent on donations to LGBTQ lobby organizations • In the U.S., the LGBTQ smoking prevalence is 20.6% (compared to 14.9%) • More than 30,000 LGBTQ die from tobacco-related illnesses every year
Sources: CDC, Rainbow Health Initiative, LGBT HealthLink Magazine Advertisement Research by Shift MN
Data sample consisted of 9 print magazines; 5 general population and 4 LGBTQ from 2003-2013
General population: Men’s Journal, Cosmopolitan, Ebony, GQ, and Ladies Home Journal LGBTQ: The Advocate, Lavender, Instinct, and Out
Data collected included the issue of the magazine, brand, type of product, a short description, and a photo Only 6 brands advertised in LGBTQ magazines: Camel, American Spirit, Dunhill, NJOY, Philip Morris, RJ Reynolds
Over 30 brands advertised in general population Thinking critically about Images
What does the ad show?
What emotion and message is the ad conveying?
Who is most likely the target of this ad? 92% of tobacco advertisements in LGBTQ magazines are from American Spirit and Camel – both explicitly target LGBTQ populations in their advertisements
Out and The Advocate in early 2003 “Pleasure to Burn”
Instinct, August 2005
GQ, September 2003 Camel Snus was the only commercial tobacco product advertised in Lavender. This ad campaign only ran in Lavender.
Lavender, May and June 2011 (right around Pride) Instinct, May 2012 NJOY advertisements only appeared in Out, this ran November and December 2013 ANSR: Project WATCH
• Began in 2010 • Identify, track, and educate • Since 2010 we’ve collected 5,431 direct mail pieces and 11,033 emails • Direct mail, social media, events, and mobile apps Virginia Slims December 2016
Marlboro MHQ Mobile App
Dec 2016
Marlboro Red mailing
December 2016 Blu Electronic
Cigarettes
April 2016 April 2016
Discussion questions
- Can targeted marketing be a good thing?
- Why would these advertisements be considered exploitation?
- What does it mean that tobacco companies are still allowed to advertise? Importance of Representation
• LGB people are 5 times more likely than others to never call a smoking quitline (CDC) • Gay, Bisexual, and Transgender men are 20% less likely to be aware of smoking quitlines (CDC) • Meet the community where it’s at • Having cessation resources that are competent #5WAYS5MINS
Campaign from SHIFT MN
Focused on providing cessation tips
LGBTQ specific cessation ‘zine
Queers Kickin’ Butts
5ways5mins.com RHI: Love Notes
SHIFT MN self-care cessation campaign
Public transit and social media
shiftmn.org LGBT HealthLink
National LGBTQ Health organization
Eliminate tobacco use, reduce cancer and bring awareness about health disparities
lgbthealthlink.org This Free Life
• FDA launched in May 2016 • This Free Life is the first-ever national public education campaign designed to prevent or reduce tobacco use among LGBTQ young adults. • The tagline "Freedom to be tobacco-free" is built around the insight that LGBTQ young adults want to be freedom from obstacles that hold them back including addiction. Beautiful Lie Ugly Truth
Educate about and reduce impact of menthol tobacco
Menthol Coalition: represented by more than 30 organizations across the state
BeautifulLieUglyTruth.org Citations
- Rainbow Health Initiative. (2016). Voices of health: A survey of LGBTQ health in Minnesota. Minneapolis, MN.
- http://clearwaymn.org/diversity/american-indian-projects/ - http://www.nytimes.com/1991/05/30/business/company-news-philip-morris-to-increase-aids-donations.html - https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2377293/ - Trinketsandtrash.com - LGBTHealthlink.org - Shiftmn.org - https://projectwatch.org/ - Center for Disease Control - American Cancer Society Thank you! Questions?
Gabriel Glissmeyer
Instagram @projectwatchansr
Laura Henry