PROJECT MOVING TARGETŪ
Quitting Smoking is very hard. Tobacco companies like it that way.
DON'T BE SUCKED IN BY TOBACCO.
SAMPLE LESSON PLANS

PROJECT MOVING TARGET companion classroom curriculum  consists of five units:











Lesson plans contain copies of actual  tobacco documents used in litigation.
All lesson plan material is  provided as resource  for each unit topic,
to be used all or in part at the discretion of teachers/facilitators.

Each lesson plan links to  pages in the book You Are The Target  for optional additional reading &  research, and is designed for maximum flexibility of up to 50 minutes class time, allowing for de-briefing, reflective voicing and role-playing.

Peer Mentors  work in pairs/groups of 3  for backup and support.
SAMPLE LESSON PLAN #1 (excerpt from unit 2)


DOCUMENT:                                                    PROJECT SCUM (R.J. Reynolds Tobacco)  1995

You Are The Target reference:                 Chapter One: Women & Children First (page 43)
                                                                                Chapter Six: Tobacco & the P.R. War (page 121)














Nine- page document, presented in full with this lesson plan to observe the context in which  disadvantaged and young members of the general population are identified as " SCUM"  in a formerly secret tobacco research document


Analysis & Discussion

1)  What do you think of a company who refers to a portion of its customer base as "SCUM"?

2)  What is your impression of the meaning of the word "subculture"? Do you believe this speaks well of anyone? Why/why not?

3)  In the document provided find an example of one reward for R.J. Tobacco salesmen ("manpower") to promote sale of tobacco products to customers identified as "SCUM".

4)  In the document provided find R. J. Reynolds Tobacco's references to disadvantaged people in terms of numbers of cigarettes they smoke.

5)  General Comments for open discussion,  including your thoughts about how this can best be presented to 4th and 5th graders.







DOCUMENT:                                          Nicotine Augmentation Project, Lorillard Tobacco 1976

You Are The Target reference:      Chapter Three:   Tobacco Brand of Science page 90-91

Dictionary Definitions                      biological: about living things
for words found in this unit            correlation:  connected to
                                                                    specificity:  for a special use or purpose















Analysis & Discussion

1.  How do you feel about cigarettes being treated with ammonia -the same chemical used to clean bathrooms?

2. What do you think is the best way to explain this to 4th and 5th grade pupils? Discuss.

3. Do you think tobacco companies should tell everyone about chemical treatment of cigarettes? Why/why not?

4.  Do you think the public has a right to know how nicotine delivery in cigarettes is manipulated to make smoking more addictive? Why/why not?

5.  General comments, including your thoughts on freebasing nicotine.
Cover Page
PROJECT SCUM
Project SCUM was a marketing research project undertaken by R.J. Reynolds Tobacco in 1995 to assess the market for Camel cigarettes.
Targets identified in the SCUM
(Sub Culture Urban Marketing)
segment of smokers were "Generation X-ers" (14-19 year olds); people of "international influence" (ethnic minorities); and street people of all ages. "These three groups historically have a higher incidents [sic] of smokers ".(page 4)
SAMPLE LESSON PLAN #2   (excerpt from unit 3)
Pages four and five of a seven-page document are provided (with information to see the document in its entirety) discussing how to increase the addictive effect of nicotine by treating raw tobacco with ammonia, a process  referred to by tobacco scientists as ammonia chemistry
and  impact boosting.
Unit I:   Tobacco Advertising - Truth or Dare? (10 tobacco advertisements, 1 lesson plan)
Unit 2:  Project SCUM - Do They Mean You? (1 complete document, 1 lesson plan)
Unit 3: Tobacco Silence & Science - Why Tell the Truth When Lies Sound Better? (4 documents, 4 lesson plans)
Unit 4:  FUBYAS - Find Out What One Tobacco Company Calls You ! (2 documents, 2 lesson plans)
Unit 5:  Tobacco Companies Pretend Smoking is Normal - Tobacco sponsors community events and pays Hollywood for "product placement" (1 document, 10 tobacco advertisements/1 lesson plan)