Be Marlboro

The Campaign for Tobacco-Free Kids and the partners developed and launched a multi-faceted discrediting campaign including:

• A Report: “You’re the Target” Documenting the Campaign, Co-Branded with FCA, Corporate Accountability, SEATCA, FIC Argentina and ACT Brazil.
• A Parody Website, Online PMI Employee Survey and “Be Marlboro” Brand Jamming Contest.
• Global Week of Action
• Open Letter to PMI Signed by Government Officials and Elected Leaders
• PMI Shareholders Meeting
• PMI Ad Agency Email Action organized by CAI