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1.0 EXECUTIVE SUMMARY

This report provides a detailed analysis of societal issues in marketing. The area of 

the issue studied is the promotional issue against a cigarettes producer, R. J. Reynolds

Tobacco Company.

 The Camel brand has a long history of marketing cigarettes to kids and is

and getting in trouble for it. From 1988 to 1997, Camel targeted kids with a hip

cartoon character, oe Camel, which signi!cantly boosted the brand"s market

share among youth smokers.

#ccording to the $%11 &ational 'ur(ey on )rug *se and +ealth, ..

eynolds" pursuit of young people, particularly with the Camel brand, has

brought numerous lawsuits, -udgments against the company and new laws, as

well as promises to change its practices that it uickly abandoned.

Regarding the issue, there are several impacts towards the society, company and

industry. R. J Reynolds Tobacco Company can learn some lessons and more concern about

the highlighted issue based on the unethical marketing activities. From the aroused issue,

the recommendations may very useful to the firm in developing the marketing strategies for 

the future.

2.0 INTRODUCTION

2.1 THE COMPANY 

/n 1910, .. eynolds Tobacco Company de(eloped an inno(ation which

was the packaged cigarette. ost tobacco users who smoked cigarettes

preferred to roll their own, and there was thought to be no national market for

pre2packaged cigarettes. eynolds worked to de(elop a 3a(our he thought would

be more appealing than past products, creating the Camel cigarette, so named

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because it used  Turkish  paper, in imitation of then2fashionable 5gyptian

cigarettes. eynolds undercut competitors on the cost of the cigarettes, and

within a year, he had sold 6$ million packs of Camels.

Camel cigarettes were originally blended to ha(e a milder taste in contrast

to brands that, at the time of its introduction, were considered much harsher.

 They were ad(ance promoted, prior to ocial release, by a careful ad(ertising

campaign that included teasers which merely stated that the Camels are

coming.  This marketing style was a prototype for attempts to sway public

opinion that coincided with the *nited 'tates: entry into ;orld ;ar /, and later

;orld ;ar //. #nother promotion strategy was the use of a Circus camel, :<ld oe:,

which was dri(en through town and used to distribute free cigarettes. The

brand:s catch2phrase slogan, used for decades, was /:d walk a mile for a Camel=

 The most famous historical style of Camel cigarettes is the soft pack of the

regular, un!ltered (ariety that was generally known as Camel 'traights or

egulars. These were the !rst blend of Camels to be released. Camel regulars

achie(ed the >enith of their popularity through personalities such as news

broadcaster 5dward . urrow, who smoked up to four packs of Camel regulars

per day, in e?ect using a Camel cigarette as his trademark. /n late 1987,

created  oe Camel as the mascot for the brand. @#ssociated 4ress, $%10A

2.2 THE ISSUE

Cigarette smoking is the &o. 1 cause of pre(entable death in the *nited

'tates. /t kills 660,%%% #mericans and costs B9 billion in health care bills each

year. 9% percent of adult smokers began at or before age 18 and another 0,%%

*.'. kids try their !rst cigarette each day. The Camel brand has a long history of 

marketing cigarettes to kids and is and getting in trouble for it. From 1988 to

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1997, Camel targeted kids with a hip cartoon character, oe Camel, which

signi!cantly boosted the brand"s market share among youth smokers.

Camel is one of the three most popular cigarette brands among youth

smokers, with 1.1 percent preferring Camel, according to the $%11 &ational

'ur(ey on )rug *se and +ealth. .. eynolds" pursuit of young people,

particularly with the Camel brand, has brought numerous lawsuits, -udgments

against the company and new laws, as well as promises to change its practices

that it uickly abandoned.

  /n the summer of 1988, .. eynolds introduced the oe Camel cartoon

character as part of an eDtensi(e campaign to celebrate the 7th anni(ersary of 

the Camel brand and capture a larger segment of the youth and young adult

market. For the neDt nine years, .. eynolds featured oe Camel in marketing

that included maga>ine and point2of2sale ads, billboards, direct mail and branded

items such as hats and t2shirts. 'tudies show that Camel"s share of the youth

cigarette market soared after the campaign began.

#ccording to .. eynolds" internal documents, Camel had only $.6

percent of the 16217 year2old market in 1979E by 1990, Camel"s share of the

teenage market had -umped to 10.0 percent. 'tudies published in 1991 in the

 ournal of the #merican edical #ssociation found that oe Camel was nearly as

recogni>able to 2year2olds as ickey ouse and that oe Camel ads are far

more successful at marketing Camel cigarettes to children than to adults.G ..

eynolds !nally ended the oe Camel campaign in 1997 in the face of lawsuits,

Congressional scrutiny, the FTC complaint and public outrage.

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/n #pril $%10, Camel is back in Hid24opular aga>ines. #fter a !(e2year

hiatus, .. eynolds resumed placing cigarette ad(ertisements in maga>ines,

including se(eral with large teen readerships such as 5'4& the aga>ine, 'ports

/llustrated and 4eople. Teen readership which are between 1$ to 17 years old

totalled 1$.9 million for -ust nine of the $0 maga>ines that carried these ads,

according to IfH / data.

 The ads were for Camel Crush cigarettes. Camel Crush is an . . eynolds

cigarette  product that contains a capsule in the !lter that, when crushed,

releases a mentholated liuid that causes the smoke to be menthol 3a(oured.

;hen the tobacco smoke passes through this liuid2saturated !lter, it gi(es it a

menthol taste. The cigarette was released in the *nited 'tates on #ugust $,

$%%8. The brand is known as Camel #cti(ate in the 5uropean markets.

2.3 OBJETIVES OF THE RESEARCH

 The ob-ecti(es of the research are toJ

1. 'tudy the highlighted issues regarding The .. eynolds Company K a

producer of Camel cigarette.$. )iscuss the !nd outs of the research carried and the impact of the issue

studied against (arious parties K the society, the company and the

industry.0. +ighlight the lessons that supposed to be learnt by the parties in(ol(ed

especially the society.

3.0 THE ARISING ISSUE

3.1 AGAINST HEALTH

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 The #merican +eart #ssociation, #merican Lung #ssociation and se(eral

other health groups are asking at least two state attorneys to in(estigate a new

Camel cigarette ad campaign. The group says the Camel Crush cigarette ads ran

in $6 maga>ines that target young people and may (iolate the Tobacco aster

'ettlement #greement. The landmark agreement, among other measures,

prohibits cigarette makers from targeting kids. @#ssociated 4ress, $%10A

5ach day, more than $,8%% kids in the *nited 'tates try their !rst

cigaretteE and another 7%% additional kids under 18 years of age become new

regular, daily smokers. That"s more than $%,%%% new underage daily smokers in

this country each year. The addiction rate for smoking is higher than the

addiction rates for mari-uana, alcohol, or cocaineE and symptoms of serious

nicotine addiction often occur only weeks or e(en -ust days after youth

eDperimentationG with smoking !rst begins.

Mecause adolescence is a critical period of growth and de(elopment,

eDposure to nicotine may ha(e lasting, ad(erse conseuences on brain

de(elopment. &inety percent of adult smokers begin while in their teens, or

earlierE and two2thirds become regular, daily smokers before they reach the age

of 19.

1.0 percent of high school students are current smokers by the time they

lea(e high school. 1.7 percent of all high school students @grades 9K1$A are

current smokers, including 1.% percent of females and 1.6 percent of males.

;hite high school students ha(e the highest smoking rate @18.NA, compared to

+ispanics @16.%NA and #frican2#mericans @8.$NA. /f current smoking rates persist,

. million children ali(e today will die prematurely from smoking. oughly one2

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third of all youth smokers will e(entually die prematurely from smoking2caused

disease.

'moking can seriously harm kids while they are still young. #side from the

immediate bad breath, irritated eyes and throat and increased heartbeat and

blood pressure, short2term harms from youth smoking include respiratory

problems, reduced immune function, increased illness, tooth decay, gum disease

and pre2cancerous gene mutations. 'moking during youth is also associated with

an increased likelihood of using illegal drugs.

3.2 AGAINST PROMOTION ON KIDS

eynolds was widely critici>ed for years for using its oe Camel cartoon

character as a means to make smoking more attracti(e to kids. /t has faced

se(eral lawsuits o(er a number of its ads. .. eynolds Tobacco Co. decided in

$%%7 to suspend its print ads for Camel cigarettes under intense criticism for its

ad(ertising. The company continued to ad(ertise other Camel products such as

its smokeless and dissol(able tobaccos. The company said that it belie(es the

marketing of tobacco products should not be targeted to minors and that the

cigarettes are made for and marketed to adult tobacco consumers.

 The tobacco companies spend more than B8.8 billion each year to

promote their deadly products which is more than B$6 million e(ery day and

much of that marketing directly reaches and in3uences kids. Hids are more

susceptible to cigarette ad(ertising and marketing than adults.8.8 percent of 

youth smokers between age1$ to 17 prefer arlboro, &ewport and Camel that

are the three most hea(ily ad(ertised brands, while only 1 percent of smokers

$ or older prefer these brands.

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For eDample, between 1989 and 1990, spending on the oe Camel ad

campaign -umped from B$7 million to B60 million, which prompted a % percent

increase in Camel"s share of the youth market but had no impact at all on its

adult market share. #dditionally, a sur(ey conducted in arch $%1$ showed that

kids were signi!cantly more likely than adults to recall tobacco ad(ertising. ;hile

only $ percent of all adults recalled seeing a tobacco ad in the two weeks prior

to the sur(ey, 6 percent of kids aged 1$ to 17 reported seeing tobacco ads.

# ournal of the &ational Cancer /nstitute study found that teens were

more likely to be in3uenced to smoke by cigarette marketing than by peer

pressure. 'imilarly, a ournal of the #merican edical #ssociation study found

that as much as one2third of underage eDperimentation with smoking was

attributable to tobacco company marketing e?orts. /n $%16, the *.'. 'urgeon

Ieneral reported that tobacco industry ad(ertising and promotion cause youth

and young adults to start smoking, and nicotine addiction keeps people smoking

past those ages.G

4.0 THE IMPACT OF THE ISSUE

4.1 IMPACT TO THE SOCIETY 

Cigarette smoking is the &o. 1 cause of pre(entable death in the *nited

'tates. /t kills 660,%%% #mericans and costs B9 billion in health care bills each

year. 9% percent of adult smokers began at or before age 18 and another 0,%%

*.'. kids try their !rst cigarette each day.

Cigarettes still kill about half their long2term users, despite industry

bluster about !lters, low tars and lights, none of which has made smoking safer.

Cigarettes still contain arsenic and cyanide and radioacti(e polonium2$1%, the

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poison used to kill that ussian spy in London a few years back. Cigarettes cause

one death for e(ery million smoked, which means that the 6 trillion Camels

consumed o(er the last 1%% years ha(e probably caused about 6 million deaths.

#nd it would be wrong to think of the cigarette business as moribund.

'hareholders of the three largest makers in the *.'. all earn di(idends in eDcess

of 6N, and those holding stock in #ltria a parent company of 4hilip orris earn

closer to N.Oouth is still key to the business because most smokers start in their

teens and stay !ercely brand loyal.

 oe Camel was retired in 1997, but until $%%9 when Congress passed the

Family 'moking 4re(ention and Tobacco Control #ct, Camels came in candy2fruit2

tropical 3a(ours, including Camel andarin int and Camel andalay Lime.

Camel &o. 9s, ad(ertised as light and luscious and sold in feminine black and

pink packs, are still allowed on the market, despite fears that this Marbie

cigarette targets girls. #nd Camel Crush o?ers a hit of mint to those who like

menthol refreshment. #d(ertising for such products has increased in recent

months. @obert &. 4roctor, $%10)

4.2 IMPACT TO THE COMPANY

Mefore the birth of oe Camel in 1988, the federal go(ernment reports, an

estimated 0N of teen2age smokers and 6N of adult smokers picked Camel

cigarettes as their brand of choice. Fi(e years later, the percentage of adult

smokers fa(ouring Camels remained the same, but among smokers ages 1$ to

18, Camel:s market share had more than tripled to 10N, prompting outrage

among public health professionals and tobacco critics who say oe Camel is proof 

that the industry targets young people with its ads. @'heryl 'tolberg, 199A

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/n 1998 the ma-or *.'. tobacco companies, including .. eynolds,

reached a legal settlement with 6 states. /n addition to reuiring the companies

to pay hundreds of billions of dollars to co(er tobacco2related health care costs,

the settlement prohibited direct or indirect marketing to youth and any use of 

cartoons in cigarette ad(ertising.

/n $%%1California"s attorney general sued .. eynolds, alleging that the

company"s placement of cigarette ads in maga>ines with large numbers of teen

readers (iolated the '#"s prohibition on targeting youth. /n $%%$, a California

 -udge found ..eynolds liable, a ruling upheld by a California Court of #ppeal.

*nder a $%%6 settlement of the case, .. eynolds agreed not to ad(ertise in

maga>ines with large teen readerships and paid B17.$ million in penalties and

costs.

  <n $%% in a landmark federal court ruling, udge Hessler found

..eynolds and other tobacco companies guilty of (iolating ci(il racketeering

laws and engaging in a decades2long fraud to decei(e the #merican public about

the health risks of smoking and their marketing to children. +ighlighting the oe

Camel campaign, she found that from the 19%s to the present, .. eynolds

and the other tobacco company defendants ha(e intentionally marketed to

young people under the age of twenty2one in order to recruit Preplacement

smokers" to ensure the economic future of the tobacco industry.G

4.3 IMPACT TO THE INDUSTRY 

/n the *nited 'tates, in the 19%s and 19%s, cigarette brands were

freuently sponsors of tele(ision programs. #merica:s !rst regular tele(ision

news program, Camel &ews Cara(an, was sponsored by Camel Cigarettes and

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featured an ashtray on the desk in front of the newscaster and the Camel logo

behind him. The show ran from 1969 to 19.

/n une 197, the Federal Communications Commission  ruled that

programs broadcast on a tele(ision station that discussed smoking and health

were insucient to o?set the e?ects of paid ad(ertisements that were broadcast

for !(e to ten minutes each day. ;e hold that the fairness doctrine is applicable

to such ad(ertisements, the Commission said. The FCC decision, upheld by the

courts, essentially reuired tele(ision stations to air anti2smoking ad(ertisements

at no cost to the organi>ations pro(iding such ad(ertisements.

/n #pril 197%, Congress passed the 4ublic +ealth Cigarette 'moking #ct

banning the ad(ertising of cigarettes on tele(ision  and radio  starting on $

 anuary 1971.The Qirginia 'lims brand was the last commercial shown, with a

%2second re(ue from 3apper to Female Lib, shown at 11J9 p.m. on 1 anuary

during a break on The Tonight 'how. 'mokeless tobacco ads, on the other hand,

remained on the air until a ban took e?ect on $8 #ugust 198. ecently, e(en

further restrictions took e?ect under the newly enacted Family 'moking

4re(ention and Tobacco Control #ct. 5?ecti(e $$ une $%1%, the new regulations

prohibit tobacco companies from sponsoring sports, music, and other cultural

e(ents. #lso, tobacco companies can no longer display their logos or ad(ertise

their products on T2shirts, hats, or other apparel. 5(entually, the law is planned

to reuire almost all tobacco ad(ertisements to consist of black teDt on a white

background, but the constitutionality of that reuirement has come under

scrutiny.

#fter 1971, most tobacco ad(ertising was done in maga>ines, newspapers,

and on billboards. 'ince the introduction of the Federal Cigarette Labelling and

#d(ertising #ct, all packaging and ad(ertisements must display a health warning

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from the 'urgeon Ieneral. /n &o(ember $%%0, tobacco companies and maga>ine

publishers agreed to cease the placement of ad(ertisements in school  library

editions of four maga>ines with a large group of young readersJ  Time, 4eople,

'ports /llustrated, and &ewsweek.

# 1996 report by the 'urgeon Ieneral, 4re(enting Tobacco *se #mong

 Ooung 4eople, assertedJ ;hen young people no longer want to smoke the

epidemic itself will die. # critical task of public health was counteracting the

indoctrination of the young when they were most susceptible. +ence the report

dismissed as misguided the debate as to whether cigarette promotion caused

young people to smokeE the conclusion was that ;hether causal or not,

promotion fosters the uptake of smoking, initiating for many a dismal and

relentless chain of e(ents.

/n 1997, the  Tobacco aster 'ettlement #greement  bans outdoor,

billboard, and public transportation ad(ertising of cigarettes in 6 states. /t also

prohibits tobacco ad(ertising that targets young people, the usage of cartoons

such as the arlboro an or oe Camel in particular. /n the states which ha(e not

signed the agreement, billboards are a ma-or (enue of cigarette ad(ertising.

ost recently, signed into law by 4resident Marack <bama, the Tobacco

Control #ct became acti(e on $$ une $%1%. This act not only placed new

restrictions on tobacco marketing but also eDtensi(e constraints concerning the

circulation of cigarettes and smokeless tobacco to minors. &ewly e?ecti(e with

this act, audio ad(ertisements are not permitted to contain any music or sound

e?ects, while (ideo ad(ertisements are limited to static black teDt on a white

background. #ny audio soundtrack accompanying a (ideo ad(ertisement is

limited to words only, with no music or sound e?ects.

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5.0 THE MARKETING PERSPECTIVE

5.1 B$%&'$ ()$ *++,$-

 The marketing perspecti(e before the issue is the brand repositioning

strategy. . . eynolds Tobacco Company start to attract younger smokers by

repositioning Camel in the 197%s, .. eynolds was losing market share to 4hilip

orris. .. eynolds had noticed that the future market growth of cigarettes

depended on capturing the youth market. /n 1987 .. eynolds had branded

Camel with the Phipster" oe Camel character, with youth as the primary target.

 This branded Camel also came from the *.' marketing teams of .. eynolds

which looking the idea to promote Camel"s 7th anni(ersary.  The character

lacked many camel traits. Feet were always to be co(ered, in footwear consistent

with the rest of the out!t. The character also lacked a tail or hump. #d(ertising

presented oe Camel in a (ariety of fun and entertaining, contemporary and

fresh situations, wearing bold and bright colours, blue and yellow where

appropriate. +is face remained the same in di?erent ad(ertising pieces, and

images of his hands only used when necessary @;ikipedia, $%16A.  From late

198%s to uly 1$, 1997 oe Camel was the ad(ertising mascot for Camel

cigarettes appearing in maga>ine ad(ertisements, billboards, and other print

media. 'tudies published in 1991 in the ournal of the #merican edical

#ssociation found that oe Camel was nearly as recogni>able to 2year2olds as

ickey ouse and that oe Camel ads are far more successful at marketing

Camel cigarettes to children than to adults.

5.2 D,'*/ ()$ *++,$-

)uring the issue of Camel Contro(ersy, the company use the promotion

strategy. #merican edical #ssociation charged . . eynolds with targeting

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minors through this campaign and asked . . eynolds &abisco to pull the

campaign. /nstead of pulling back the ad(ertisement, . . eynolds refused, and

the oe Camel Campaign continued. /n 1991, anet angini, a 'an Francisco2

based attorney, brought a suit against . . eynolds, challenging the company

for targeting minors with its oe Camel ad(ertising campaign. FTC brought suit

against . . eynolds. FTC charged the oe Camel campaign unfairly targeted

children and alleged the campaign which contributed to an increase in o(erall

rate of teen smoking. FTC also seeks a permanent ban on the use of oe"s image

@Musiness 5thicsA.  . . eynolds has denied oe Camel was intended to be

directed at children and the company still maintains that oe Camel:s target

audience was $2692year2old males and current arlboro smokers. /n response to

the criticism, . . eynolds instituted Let:s Clear the #ir on 'moking, a

campaign of full2page maga>ine ad(ertisements consisting entirely of teDt,

typically set in large type, denying those charges, and declaring that smoking is

an adult custom @;ikipedia, $%16A.

5.3 A%($' ()$ *++,$-

#fter the issue, comes out with another promotion strategy. /n uly

1997, under pressure from the impending angini trial, Congress, and (arious

public2interest groups, announced it would settle out of court and (oluntarily

end its oe Camel campaign. # new campaign with a more adult theme debuted.

/nstead of oe Camel, it had a plain image of a uadrupedal, non2

anthropomorphic camel. This image is still used in ad(ertisements for Camel

today. #s part of the agreement, . . eynolds also paid B1% million to 'an

Francisco and the other California cities and countries that inter(ened in the

angini litigation. This money was earmarked primarily to fund anti2smoking

e?orts targeted at youth. .. eynolds !nally ended the oe Camel campaign in

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1997 in the face of lawsuits, Congressional scrutiny, the FTC complaint and

public outrage @;ikipedia, $%16A.

.0 LESSONS LEARNT

From the issues aroused regarding the Camel cigarettes, communities

should be learnt something from the matter. From the issue, in order to increase

the market share of camel cigarettes, . . eynolds has some thoughts which is

ealistically, if our company is to sur(i(e and prosper, o(er the long term, we

must get our share of the youth market. #s the marketers, . . eynolds should

think wisely and not -ust being sel!sh by promoting and targeting youth for

cigarettes in order to get high pro!t and being the market leader in the tobacco

industry. Oouth marketing is a sensiti(e area @Cashberry, $%%7A. <b(iously any

cigarette or alcohol manufacturer caught trying to push its product to children is

in breach of the law. +owe(er, all companies need to treat carefully when it

comes to youth marketing.  #ccording to the aster 'ettlement #greement

@'#A, participating tobacco companies are bound Limitations on ad(ertising,

marketing, and promotion of cigarettes, prohibition on tobacco ad(ertising that

targets people younger than 18, including the use of cartoons and many more

@Me Tobacco Free, $%16A. Camel is one of the companies which participate in

'#.

#ccording to the introduction the oe Camel cartoon character as part of 

an eDtensi(e campaign to celebrate the 7th anni(ersary of the Camel brand

and capture a larger segment of the youth and young adult market. any

children may attract to the oe Camel character because it is important to

remember that -ust because children ha(e an interest in something, it doesn"t

mean that this is the way to reach them @Cashberry, $%%7A. The character lacked

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many camel traits. Feet were always to be co(ered, in footwear consistent with

the rest of the out!t. The character also lacked a tail or hump.   #d(ertising

presented oe Camel in a (ariety of fun and entertaining, contemporary and

fresh situations, wearing bold and bright colours, blue and yellow where

appropriate. +is face remained the same in di?erent ad(ertising pieces, and

images of his hands only used when necessary. From the ad(ertisement, children

will be attracted to the cigarettes in order to get the similar personality of the oe

Camel itself @;ikipedia, $%16A. 'o the parents must be alert and aware of their

children"s attention and attraction.

!.0 RECOMMENDATIONS

Companies nowadays are trying to approach kids or children by making an

en-oyable and entertaining ad(ertisement about their products because they

know children are easily attracted to the particular ad(ertisements. #ccording to

this issue, there are some recommendations that can be done by companies and

consumers. First, from the arising issue, . . eynolds or other companies which

related to the particular industry, they must stop from promoting the cigarettes

and alcohol or anything which are direct or indirect to youth. Cigarettes also has

many impacts to our health and may lead to death if they consume for a long

terms. Mased on the aster 'ettle #greement @'#A also, participating tobacco

companies are bound by limitations on ad(ertising, marketing, and promotion of 

cigarettes, prohibition on tobacco ad(ertising that targets people younger than

18, including the use of cartoons and limitations on outdoor, billboard, and public

transit ad(ertising. Mefore the company make any ad(ertisement, a proper study

on the impact of the ad(ertisement towards the society should be conducted.

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<ther than stop promoting the cigarettes to the youth, communities also

play an important role in order to reduce the rate of youth smokers. 4rofessional

people such as doctors, teachers and parents themsel(es should take immediate

response when it comes to the issue which is related to kids and children. For

doctors and teachers, they can make the campaign of tobacco free and they can

educate the children and kids about the danger of cigarettes through the

campaign. The campaign also should protect the kids and children from buying

tobacco. They should pay more attention to youth because youth can be easily

in3uenced by new things and youth are easily get interest to the attracti(e

ad(ertisement. For parents, they should take care of their children and being

informed with the daily routines of their children such as who are their children"s

friends, what are acti(ities their children in(ol(ed e(eryday and many more.

".0 CONCLUSION

/n conclusion, all parties ha(e their own responsibilities and should pay

more attention to this related issue. 'ince the issue of targeting kids by . .

eynolds Tobacco Co. is a sensiti(e issue, the company should learn from their

blunder. The company should be more responsible to the society.

 

/n addition, consumers should aware with the danger of smoking. The

consumers also need to know about the ingredients contain in the cigarette that

may be harmful to their health.. #side from the immediate bad breath, irritated

eyes and throat and increased heartbeat and blood pressure, short2term harms

from youth smoking include respiratory problems, reduced immune function,

increased illness, tooth decay, gum disease and pre2cancerous gene mutations.

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'moking during youth is also associated with an increased likelihood of using

illegal drugs.

oreo(er, each member of society should lend their hands and gi(e their

best e?orts in order to pre(ent kids from smoking. This is because the kids will

be the future leader for the neDt generations.

#.0 REFERENCES

etrie(ed on 0% 'eptember $%16 from http://en.wikipedia.org/wiki/Camel_ 

%28cigarette%29 

etrie(ed on 1 <ctober $%16 from

http://www.tobaccofreekids.org/microsites/camel/Camel_History.pdf  

etrie(ed on 1 <ctober $%16 from

http://en.wikipedia.org/wiki/obacco_ad!ertising  

etrie(ed on 1 <ctober $%16 from

http://www.h"#ngtonpost.com/2$&/$'/&/camel(maga)ine(

ads_n_&&*+89&.html 

etrie(ed on $ <ctober $%16 from

http://www.tobaccofreekids.org/research/factsheets/pdf/$$$.pdf 

etrie(ed on 7 <ctober $%16 from

http://articles.latimes.com/2$&/oct/2$/opinion/la(oe($2$(proctor(camels(

cigarettes(2$&$2$

etrie(ed on 19 <ctober $%16

from http://www.tobaccofreekids.org/microsites/camel/Camel_History.pdf  

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 etrie(ed on 19 <ctober $%16 from

http://brandfail"res.blogspot.com/2$$,/$2/r-(reynolds(-oe(camel(campaign.html 

etrie(ed on $% <ctober $%16 from http://betobaccofree.hhs.go!/laws/  

etrie(ed on $% <ctober $%16 from

http://en.wikipedia.org/wiki/._._eynolds_obacco_Company  

etrie(ed on $1 <ctober $%16 from http://en.wikipedia.org/wiki/0o"th_smoking  

etrie(ed on $1 <ctober $%16 from http://www.articlebi).com/article/2$888'((

 -oe(camel(campaign/  

etrie(ed on $$ <ctober $%16 from http://memoryglands.com/-oe(camel 

etrie(ed on $$ <ctober from

http://childrenofthenineties.blogspot.com/2$$9/$,/-oe(camel.html 

10.0 APPENDI

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