Embed Size (px)
Citation preview
Profiting from the Poor: Public Health Lessons from Tobacco
Industry Targeting of Low-Income Women
presented at Te Raukura Te Wharewaka o Poneke
Wellington
Thursday, 26 April, 2012
Stacey J. Anderson, PhD Department of Social and Behavioral Sciences
University of California San Francisco [email protected]
Overview
• Smoking in low-income populations; low-income women
• Psychographics and target market segments
• Lessons for public health responses
NZ Smoking Rates (2010 Soc Rept)
• 2009: 22% aged 15-64 current smokers
• 2008: 26% male, 22% female
– 49.3% Maori female 2009
• 2009: Maori girls 14-15 yrs 18%
– Halved from 10 yrs prior
– Am Indian teens: 41% boys, 39.4% girls (CDC, 2001)
• Most deprived (NZDep 2006 deciles 9, 10) 2.7x greater than deciles 1, 2
http://socialreport.msd.govt.nz/health/cigarette-smoking.html http://socialreport.msd.govt.nz/documents/health-social-report-2010.pdf
Low-income populations (US)
• 31% adults below federal poverty level (FPL) smoke – 19% at or above FPL (1.45x greater for poor adults)
(CDC, Morbidity and Mortality Weekly Report 59, 2010)
• Unemployed adults: 42% smoke – c. 25% part- or full time employed (1.68x greater for
unemployed) (Halpin et al, Health Aff 2006;25(2):550-6.)
• 26% women below Fed Poverty Level smoke – 17% women at or above FPL (1.53x greater for poor
women) (CDC, Morbidity and Mortality Weekly Report 59, 2010)
California Low-Income Women
Pechman & Wyn UCLA Health Policy Brief, 2009
Legacy Tobacco Documents Library (LTDL) http://legacy.library.ucsf.edu
“Downscale activity”
Int’l Committee on Smoking Issues, RJR 1977, TID pqo85d00
“Much less educated”
Analysis of the Virile Segment, RJR 1986, TID iqd94d00
“The less educated”
PMUSA Five year plan 91-95, PM 1991, TID cbj02a00
“Less educated, working class”
Established brands strategic planning meeting, RJR 1985, TID yrb15d00
“They’re more malleable”
Denicola Research report for RJR, 1989, TID pbs92d00
Analyzing Tobacco Marketing
• Pollay 20th Century Tobacco Ad Collection – http://www.tobacco.org/ads/
• Trinkets and Trash – http://www.trinketsandtrash.org/
• Tobacco Free Kids Ad Gallery – http://www.tobaccofreekids.org/ad_gallery/
• Stanford’s “Not a Cough in a Carload” – http://http://tobacco.stanford.edu/
• Ephemeral sources
Advertising Archives Pollay Ads
http://www.tobacco.org/ads
Trinkets and Trash
http://www.trinketsandtrash.org
Stanford
http://tobacco.stanford.edu
Methods
• Anderson, Dewhirst, & Ling, Tob Control, 2006; 15:254-61
• Documents databases – Targeted search terms relevant to research question
– Documents analysis and snowball searching
• Advertising archives – Chronological analysis
– Theme-based analysis
• Iterative analyses of both databases
Anderson, Dewhirst, & Ling. Every Document and Picture Tells a Story. Tob Control, 2006; 15:254-61
Pricing?
Tobacco Returns Analysis 2010 http://www.ash.org.nz/site_resources/library/Tobacco_industry/Tobacco_Return_Analysis_2010.pdf
Psychographic Segmentation
Philip Morris report on young adult smokers, 1994. TID leg76e00
Psychographic Segmentation
Philip Morris report on young adult smokers, 1994. TID leg76e00
Psychographic Segmentation
1981 RJR Segmentation Study, 1981. TID bor68d00
Price-conscious
William A. Robinson, Inc, for Philip Morris, 1974, TID nah05e00
“Value Price” Brand for Young Women
Tatham Euro RSCG for Brown & Williamson, 1995, TID uid90f00
“Value Price” Brand for Young Women
Tatham Euro RSCG for Brown & Williamson, 1995, TID uid90f00
Functions of Smoking
• Little disposable income – But always $ for cigarettes
• Use cigarettes to cope with low-income circumstances – Stress of limited income
– Childcare/eldercare
– Unemployment
– Limited opportunities for recreation / boredom
– Social exclusion
MacAskill, et al. Soc Marketing Quarterly 2002; 8(1): 19-34
Case Study: Capri
• Relaxation, escape from stresses and cares
• Experientialism, enjoyment, fulfillment
Brown and Williamson, 1980. TID mpc43f00
Capri Target Segments
McCann-Erickson, Inc., 1981. TID wzj13f00
Identify segments’ needs: Smoking behavior of segments:
Capri Brand Positioning
Brown and Williamson TID mgh10f00
Capri Ad Development
Tatham Euro RSCG, 1995. TID yhd90f00
Capri Ad Development and Refinement
Perception Research Services, 1997. TID hut02d00
“They call us Drum Scum”
• Psychological toll of living in economically depressed area
– “They call us Drum [Drumchapel] Scum.”
– “This is the most deprived place in Europe…. We’re living in slums.”
– “dirty, filthy, expensive habit.”
– Health professionals “nagging” or dismissing smokers
Project SCUM
Project SCUM, RJR, 1996, TID ciw66d00
Taking It to the Streets
Yerger, Daniel, & Malone, NTR, 2005;7:163-72
Opportunities: Industry Denormalization
CA Dept Health Services, 1990. http://archive.org/details/tobacco_pcy99d00
Need Age Group Brand/
Campaign
Tobacco Control
Emphasis
Independence,
rebellion,
belonging
18-24 Marlboro (esp.
Lights) Conformity, ostracization
Female
camaraderie /
belonging
20s Virginia Slims
“Woman Thing”
Smoking as women’s
issue,
caring for women
Escape,
relaxation 35-59
Eve
Satin
Capri
Ostracization, addiction,
increase in everyday
problems
Opportunities: Countermarketing
Anderson, Glantz, & Ling, Tob Control, 2005; 14:127-35
Opportunities: Taxation, Pricing
• Price cap on pre-tax cigarettes
– Cap not on retail price
• based on assessment of actual costs each firm faces in its operations
– Address excess profits while allowing for tobacco control measure (excise taxing)
– Increase government revenue by transferring profits from companies to public health
– Could prevent down-trading to cheaper products
Gilmore, Branston, & Sweanor, Tob Control, 2010;19:423-30
Opportunities: Macro-level
• Smoking in context of larger socio-economic problems: TC align w/ other efforts – Invest in improving/increasing educational
opportunities
– Policies to increase job opportunities
– Improve housing standards
– Access to free (and smoke-free) leisure facilities
– Childcare/eldercare support
– Community-based community improvement efforts
