The heartless head of the anti-science Heartland “think” tank, Joe Bast, has been a trusted and enthusiastic mouthpiece for one of the world’s most murderous industries for decades. Last week, I posted Bast’s Love Letter to Big Tobacco. That was only one small part of the loving attention lavished by Mr. Bast on his earliest and most fervent supporters. (recent documents show that big tobacco is still a big contributor to Heartland)
Long before he began his relentless promotion of climate denial misinformation, one of Bast’s most famous and despicable writings was his defense of the “Joe Camel” cigarette sales campaign – “Joe Camel is Innocent”.
For those that don’t remember, the campaign, featuring a friendly cartoon camel with a dangling cigarette, sprang from a series of RJ Reynolds internal memos, pointing out the importance of hooking young smokers early, during the years of critical brain development when they are most vulnerable to forming addictive behavior. In his recent deep-delving investigation into Heartland, and its relationship with big tobacco – Ace researcher John Mashey reveals what RJR wrote in the mid 80s –
“Younger adults are the only source of replacement smokers.
Repeated government studies have shown that:
• Less than one-third of smokers (31%) start after age 18.
• Only 5% of smokers start after age 24 .
Thus, today’s younger adult smoking behavior will largely determine the trend of Industry volume over the next several decades . If younger adults turn away from smoking, the Industry must decline, just as a population which does not give birth will eventually dwindle. In such an environment, a positive RJR sales trend would require disproportionate share gains and/or steep price increases (which could depress volume)
MARKET SHARE — THE “FIRST BRAND” ADVANTAGE …”
“… the average age at which smokers had started smoking had declined over the last decade until by 1985 it was around 16.
In 1987, RJR started the Joe Camel campaign. By 1991, they found that ” by age of six over ninety percent of American kids were able to recognize Joe Camel;… about the same name (and face) recognition as Mickey Mouse. …
The memos identified RJR’s targets as “young adults” – as young as 14.
Continue reading “Heartland’s Bast – “Joe Camel is Innocent!””







