Homework Question on Tobacco and LGBT Consumers
You are an account manager at an agency that has a tobacco advertising account. while, you do not smoke yourself, you don’t have a problem with working on any product that is legal, and you appreciate the opportunity to work on a leading national brand. Your client calls with an idea. After reading a lot about demographic changes in your country, she found that lesbian, gay, bisexual, and transgender (LGBT) people are more likely to smoke cigarettes: sexual minorities are 1.5 to 2.5 times more likely to smoke cigarettes. Bisexual women are up to 3.5 times more likely to be smokers. She suggests that the agency consider a campaign directed to the LGBT community.The company has supported various LGBT initiates, such as the GLAAD Media Awards, and is on the record supporting same-sex marriage. She also thought that such a campaign would serve to “mainstream” the LGBT community.
- What are your first reactions to your client’s suggestions?
- What are the pros and cons of such a campaign?
- How would you suggest your client proceed?
Homework Answer on Tobacco and LGBT Consumers
Response to the client
The first step will be to appreciate the client’s concerns and care about the tobacco abuse among the LGBT community and assuming the responsibility of trying to intervene in finding a solution. The intention of my response is to make the client understand all the causes of substance abuse, especially tobacco, among the LGBT community. It is well known that the LGBT group reports high rates of substance abuse especially tobacco resulting from three main factors.
The first factor is that tobacco companies’ target LGBTs in their marketing strategies, using bars and clubs to exploit the connection the community has with these places as their only safe spaces for socializing. Tobacco companies increase ease of access to tobacco in these places causing a large number of LGBT to consume and abuse tobacco. The second factor is that LGBT community lives stressful lives that emanate from social prejudice and discrimination laws in their daily lives especially in areas of employment, healthcare, and relationship recognition.
The last factor is the lack of cultural competency in health care system discouraging LGBT to seek treatment for the substance abuse like tobacco.Pros and Cons f the Campaign.The campaign would raise an awareness of the risks LGBT are exposed to due to high consumptions of tobacco. The campaign would change people’s mentality towards LGBT community and start treating them like other heterosexual members of the community.