Philip Morris's Project Sunrise:
Weakening tobacco control by working with it

Patricia A. McDaniel, Elizabeth A. Smith, and Ruth E. Malone
Tobacco Control 2006;15:215-223.

• assuring places to smoke, such as "smokeasies," and public and work place lounges
• creating visible role models who smoke
• celebrating smoking rituals (e.g., in books and movies)
• creating smoking implements (i.e., paraphernalia that make smoking more ubiquitous)

1) choice (assuring that smoking remained a personal choice);
2) pleasure (reclaiming the pleasures of smoking);
3) place (ensuring that smokers had high quality places to smoke, with minimal second-hand smoke and cigarette litter).

1) proactively deal with tobacco control advocates
2) expand the smoking experience
3) create connections with smokers
4) assure smoking places
5) minimize environmental tobacco smoke
6) promote values that support smoking
7) position PM as reasonable