Project SCUM was a plan proposed in 1995 by
R. J. Reynolds Tobacco Company (RJR) to sell cigarettes to members of the "
alternative lifestyle
An alternative lifestyle is a lifestyle perceived to be outside the norm for a given culture. The phrase "alternative lifestyle" is often used pejoratively. Description of a related set of activities as alternative is a defining aspect of certain ...
" areas of San Francisco, in particular the large number of
gay
''Gay'' is a term that primarily refers to a homosexual person or the trait of being homosexual. The term originally meant 'carefree', 'cheerful', or 'bright and showy'.
While scant usage referring to male homosexuality dates to the late 1 ...
people in the
Castro
Castro is a Romance language word that originally derived from Latin ''castrum'', a pre-Roman military camp or fortification (cf: Greek: ''kastron''; Proto-Celtic:''*Kassrik;'' br, kaer, *kastro). The English-language equivalent is '' chester''.
...
and homeless people in the
Tenderloin. The acronym "SCUM" officially stood for "subculture urban marketing". Perhaps recognizing the offensive nature of its label, the marketing plan was later renamed Project Sourdough.
Project
An anti-smoking campaign called
Truth
Truth is the property of being in accord with fact or reality.Merriam-Webster's Online Dictionarytruth 2005 In everyday language, truth is typically ascribed to things that aim to represent reality or otherwise correspond to it, such as beliefs ...
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
''SF Weekly'' was a free alternative weekly newspaper founded in the 1970s in San Francisco, California. It was distributed every Thursday, and was published by the San Francisco Print Media Company. The paper has won national journalism awards, ...
'' reported:
"This is a hate crime, plain and simple," said Kathleen DeBold
Kathleen Joan DeBold (November 16, 1955 – October 9, 2022) was an LGBT activist and advocate. The ''Washington Blade'' named her "Most Committed Female Activist" (2001) as well as a "Local Hero" (2005).
In 2015, DeBold was named a Community Pion ...
, director of the Washington, D.C.-based Mautner Project
The Mautner Project is a national organization in the United States dedicated to improving the health of lesbians and other women who partner with women (WPW). It was founded in 1990 and it is based in Washington, D.C. It provides direct services, ...
for Lesbians With Cancer. "What else do you call it when a group thinks of gays and lesbians as 'scum', and then targets us with something that kills?"
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
/ref>
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. Project SCUM highlighted how tobacco companies in the 1990s were targeting young adults to be lifetime smokers.
[Multi-State Tobacco Litigation - www.lieffcabraser.com](_blank)
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
The Tobacco Master Settlement Agreement (MSA) was entered on November 23, 1998, originally between the four largest United States tobacco companies ( Philip Morris Inc., R. J. Reynolds, Brown & Williamson and Lorillard – the "original participati ...
between more than 40 state attorneys general and the tobacco industry.
See also
*
American Legacy Foundation
Truth Initiative (formerly the American Legacy Foundation or Legacy) is a Nonprofit organization, nonprofit tobacco control organization "dedicated to achieving a culture where all youth and young adults reject tobacco." It was established in Mar ...
*
Operation Berkshire Operation Berkshire is the name of a program initiated in 1976 by seven of the world's major tobacco companies aimed at promoting "controversy" over smoking and disease.
Description
At the invitation of Tony Garrett, the Chairman of Imperial To ...
*
"Truth" ad campaign
*
Tobacco Master Settlement Agreement
The Tobacco Master Settlement Agreement (MSA) was entered on November 23, 1998, originally between the four largest United States Tobacco industry, tobacco companies (Altria, Philip Morris Inc., R. J. Reynolds Tobacco Company, R. J. Reynolds, Brown ...
References
External links
*
American Legacy Foundation's statement on Project SCUMGay and Lesbian Medical Association's statement on Project SCUM
{{Reynolds American
Class discrimination
Types of marketing
Tobacco advertising
1995 in LGBT history
LGBT history in San Francisco
LGBT and the economy
Smoking in the United States
Homelessness in the United States
R. J. Reynolds Tobacco Company
Social classes
1995 in San Francisco