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Project SCUM was a plan proposed in 1995 by R. J. Reynolds Tobacco Company (RJR) to sell cigarettes to members of the "alternative lifestyle" areas of San Francisco, in particular the large number of gay people in the Castro and homeless people in the Tenderloin. The acronym "SCUM" stood for "subculture urban marketing." Perhaps recognizing the offensive nature of its label, the marketing plan was later renamed Project Sourdough.〔Anne Landman, (Project Scum ), original Project Scum document images with analysis, Tobacco Documents Online〕 An anti-smoking campaign called Truth targeted R. J. Reynolds for Project SCUM, arguing that it not only showed the usual exploitative tobacco marketing techniques but added to them an explicit contempt or even hatred for the people it was trying to market its products to. ''SF Weekly'' reported:
San Francisco Supervisor Chris Daly, who represents the Tenderloin District, is equally upset. "It's racist, it's classist, it's oppressive. And it is really disheartening to hear. But I can't say that I am surprised. Low-income communities and people of color have always been derided and taken advantage of. Obviously, the tobacco companies feel like they can make money off other people's misery."〔(San Francisco - News - Smoking Gun )〕 Project SCUM documents came to light after a court order forced R. J. Reynolds to hand them over during the State of California's litigation against tobacco companies. R. J. Reynolds's marketing in the 1990s of its Camel and Winston cigarette brands drew the attention of attorneys representing California cities and counties. One of these attorneys, Stephen H. Cassidy, observed that "Project SCUM was offensive not only because it targeted the homeless and gay communities, but also because the code words 'rebellious' and 'Generation X' were used, which referred to marketing to young persons. Project SCUM highlighted how tobacco companies in the 1990s were targeting young adults to be lifetime smokers."〔(Multi-State Tobacco Litigation - www.lieffcabraser.com )〕 Revelations about Project SCUM were among the mountains of evidence ensuring that anti-tobacco litigation would continue. In 1998, a resolution of the litigation came about in the Master Settlement Agreement between more than 40 state attorneys general and the tobacco industry. ==See also== * "Truth" ad campaign * Master Settlement Agreement * American Legacy Foundation 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Project SCUM」の詳細全文を読む スポンサード リンク
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