- RJR’s “Project SCUM” Targeted Gays, the Homeless, Immigrants and Youth
“Project SCUM” was R.J. Reynolds’ plan to increase sales of Camel cigarettes in the San Francisco area by marketing them to gay people in the Castro district, “rebellious, Generation X” -ers, people of “international influence” and “street people,” by introducing Camel cigarettes into less-traditional retail outlets like “head shops.” SCUM was an acronym that stood for “Sub-Culture Urban Marketing.” RJR’s rationale for the project was a higher incidence of smoking and drug use in these subcultures.
- The majority of men is composed of two classes, for neither of which would this be at all a befitting resolution: in the first place, of those who with more than a due confidence in their own powers, are precipitate in their judgments and want the patience requisite for orderly and circumspect thinking; whence it happens, that if men of this class once take the liberty to doubt of their accustomed opinions, and quit the beaten highway, they will never be able to thread the byeway that would lead them by a shorter course, and will lose themselves and continue to wander for life; in the second place, of those who, possessed of sufficient sense or modesty to determine that there are others who excel them in the power of discriminating between truth and error, and by whom they may be instructed, ought rather to content themselves with the opinions of such than trust for more correct to their own Reason.
- Project SCUM (Wikipedia)
Project SCUM was a plan proposed in 1995 by R. J. Reynolds Tobacco Company (RJR) to sell cigarettes to members of the “alternative lifestyle” areas of San Francisco, in particular the large number of gay people in the Castro 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.