Tobacco: The Most Evil Business in the World — Transcript

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1. 0:00so you're the tobacco industry in the
2. 0:011900s you're the maker of the perfect
3. 0:04product cheap accessible easy to
4. 0:06manufacture and incredibly addictive
5. 0:09winston is the one built the cigarette
6. 0:11that delivers flavor 20 times a pack and
7. 0:14for the past couple decades demand for
8. 0:15your product has gone up so drastically
9. 0:17in 1910 the us was producing 10 billion
10. 0:19cigarettes a year by 1930 we were up to
11. 0:22123 billion that you're pretty much
12. 0:24swimming in money but then something
13. 0:26happens that threatens your entire
14. 0:28tobacco empire two reports published in
15. 0:301953 and 1964 prove that there is a
16. 0:33direct link between smoking and cancer
17. 0:35and these were no ordinary reports
18. 0:37either they came straight from the
19. 0:39president of the american cancer society
20. 0:41and the us surgeon general suddenly your
21. 0:43entire business comes under attack
22. 0:45because it's unhealthy companies get
23. 0:47away with selling junk food that make
24. 0:49people die of obesity but smoking has to
25. 0:51go this was a major problem because if
26. 0:54people believed without a doubt that
27. 0:55their cigarettes would kill them they
28. 0:57may just quit
29. 0:58you need to sell doubt and disbelief you
30. 1:01need to make people want to believe your
31. 1:02side of the story your solution one of
32. 1:05the greatest marketing ploys to ever
33. 1:07fool the public
34. 1:08this is how they did it i earn a living
35. 1:10fronting an organization that kills one
36. 1:12thousand two hundred human beings a day
37. 1:15twelve hundred people we're talking two
38. 1:17jumbo jet plane loads of men women and
39. 1:20children
40. 1:22i mean there's attila
41. 1:23genghis
42. 1:24and me
43. 1:32[Music]
44. 1:34lucky strike
45. 1:35first again with tobacco men
46. 1:38first again with tobacco men
47. 1:40[Music]
48. 1:54so
49. 2:09meet edward bernice
50. 2:12a 25 year old austrian-born jew edward
51. 2:15bernays applied to enlist in the
52. 2:16military the very same day america
53. 2:18declared war on germany in 1917.
54. 2:21unfortunately his bad eyesight and flat
55. 2:23feet disqualified him from serving
56. 2:25but bernays was far from giving up you
57. 2:27see he had a natural talent for rallying
58. 2:29people behind great causes in other
59. 2:31words he was an expert at propaganda and
60. 2:34what better way to serve than by getting
61. 2:36more americans to support the war so he
62. 2:38talked himself into a position at the
63. 2:40committee of public information and set
64. 2:42to work he held rallies brought freedom
65. 2:44fighters to inspire people and got
66. 2:45massive companies like ford to
67. 2:47distribute pro-war brochures in the u.s
68. 2:49and abroad by the time the war was won
69. 2:51president woodrow wilson was so
70. 2:53impressed by edward's work he was
71. 2:55invited to the paris peace conference
72. 2:57all this got edward thinking if
73. 2:58propaganda could work for war couldn't
74. 3:00it also work for anything else and he
75. 3:02was right so he set out on propaganda
76. 3:04campaign after propaganda campaign
77. 3:06rebranded as public relations campaigns
78. 3:08earning him a reputation for being able
79. 3:10to get anyone to support pretty much
80. 3:12anything when he joined a company that
81. 3:14sold pork products he was tasked with
82. 3:15convincing the country that bacon and
83. 3:17eggs was an all-american breakfast and
84. 3:19to do so he got doctors to advocate that
85. 3:21heavier breakfast was healthier
86. 3:24edward bernays had discovered a
87. 3:25universal truth role models influence
88. 3:28desire whatever the role models we look
89. 3:30up to want we also want that same thing
90. 3:32when it comes to diet and health people
91. 3:34look up to doctors and bernays realized
92. 3:36that every industry has its own role
93. 3:38models and if he could just figure out
94. 3:40who they were and get them to advocate
95. 3:42for whatever product he was pushing he
96. 3:44was golden by the end of the 20s edward
97. 3:46bernays was a propaganda legend but his
98. 3:49most impressive propaganda campaign yet
99. 3:51was just about to start
100. 3:54in 1929 the president of the american
101. 3:56tobacco company came to edward for help
102. 3:58his business was doing well but there
103. 4:00was a completely untapped market he
104. 4:02wanted to break into women
105. 4:04see in the late 20's women smoking was
106. 4:07very frowned upon it was unlitty like
107. 4:08taboo that meant that if edward could
108. 4:11get women to start smoking tobacco
109. 4:12companies would literally double their
110. 4:14customer base so he started with
111. 4:16identifying why women smoking in public
112. 4:17was such a taboo he came to the
113. 4:19conclusion that cigarettes represented
114. 4:21male power what kind of a man is he i'm
115. 4:24a guy who likes to work on my car it
116. 4:27also happened to be the age of women's
117. 4:28rights so what better way to get women
118. 4:30to smoke than by taking the feminist
119. 4:32angle by smoking you're taking back your
120. 4:35freedom and power from men from the
121. 4:37patriarchy by smoking your challenging
122. 4:39male power
123. 4:40so in march 1929 edward made his move
124. 4:43back then the easter day parade in new
125. 4:45york city was a big deal it was as
126. 4:47important to retail sales as christmas
127. 4:49is today high society women will wear
128. 4:51the best fashion and walk down fifth
129. 4:53avenue while being admired by the plebs
130. 4:55lined up on the sides of the streets in
131. 4:57other words the parade acted like an
132. 4:59insane role model that women looked up
133. 5:01to so the new york city easter day
134. 5:03parade became bernay's vehicle for a
135. 5:05cigarette campaign his plan get a group
136. 5:08of good looking but not too good looking
137. 5:09women to spontaneously light up
138. 5:11cigarettes as they walk down the parade
139. 5:14in 1929 this would be the equivalent of
140. 5:17beyonce puffing on a jewel during the
141. 5:18super bowl halftime show so edward sent
142. 5:21out an appeal to the high society women
143. 5:23to light what he called torches of
144. 5:24freedom during the parade in the name of
145. 5:26women's liberation
146. 5:28and everything happened exactly as
147. 5:30planned during the parade one woman
148. 5:32after another started lining up lucky
149. 5:34shrek cigarettes the signature brand of
150. 5:36the american tobacco company and edward
151. 5:38made sure that photographers and
152. 5:39journalists were there to capture it all
153. 5:41edward even got his secretary to pretend
154. 5:43to be part of the movement all to read a
155. 5:45carefully crafted message to the press
156. 5:47about smashing discrimination by smoking
157. 5:49in public
158. 5:50and just a few days after the parade
159. 5:52women took to the streets all over the
160. 5:54u.s smoking their tortures of freedom
161. 5:56the sale of lucky strike cigarettes
162. 5:58tripled within a year
163. 5:59edward bernays and the american tobacco
164. 6:01company had turned a toxic product into
165. 6:03a symbol of freedom big tobacco just got
166. 6:06women to think that smoking in public
167. 6:07was their own idea
168. 6:09[Music]
169. 6:13in cutthroat industries like tobacco new
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172. 6:18to get more people to buy your products
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226. 8:01[Music]
227. 8:17world war one was a great time to be a
228. 8:19tobacco company during the war
229. 8:21cigarettes and tobacco weren't a luxury
230. 8:23they were being subsidized or handed out
231. 8:24for free as part of the tobacco
232. 8:26industry's patriotic duty and the
233. 8:27soldiers ate it up what better way to
234. 8:29calm your nerves in the battlefield than
235. 8:31with cigarettes even army surgeons
236. 8:33praised cigarettes for helping wounded
237. 8:34soldiers stay calm so during the four
238. 8:36years of war sales tripled and when
239. 8:39those soldiers came back home well they
240. 8:41were already addicted to nicotine and
241. 8:42became customers for life it was the
242. 8:45perfect marketing campaign
243. 8:46when world war ii came along you
244. 8:48followed the same business model
245. 8:50cigarettes were handed out were food
246. 8:51rations turning hundreds of thousands of
247. 8:53soldiers into loyal customers but that
248. 8:55wasn't all in 1941 germany banned
249. 8:58smoking in public the germans had lots
250. 9:00of anti-smoking campaigns around the
251. 9:01start of the war because they knew it
252. 9:03was bad for your health obviously you
253. 9:05already knew tobacco wasn't exactly
254. 9:07great for people's health but the
255. 9:08germans had just given you the
256. 9:09opportunity of a lifetime anyone who
257. 9:11would go up against tobacco now could be
258. 9:13labeled anti-american and pro-german
259. 9:16after all what did the germans know
260. 9:17about public health and safety hitler
261. 9:19and mussolini apparently hated tobacco
262. 9:21while the leaders of the free world
263. 9:23churchill roosevelt and stalin were all
264. 9:25heavy smokers the germans and italians
265. 9:27were cruel and hated america that's why
266. 9:29they refused to smoke cigarettes and
267. 9:31believe it or not the rhetoric worked
268. 9:33now more than ever patriotic families
269. 9:35and returning soldiers encouraged
270. 9:37tobacco as just another way to stick it
271. 9:39to the enemy and once again cigarette
272. 9:41sales skyrocketed
273. 9:45in a nationwide survey doctors in all
274. 9:47branches of medicine were asked what
275. 9:49cigarette do you smoke doctor the brand
276. 9:51named most was camels
277. 9:53tens of thousands of doctors general
278. 9:55practitioners surgeons specialists
279. 9:58doctors in every branch of medicine were
280. 10:00included and according to this
281. 10:02nationwide survey more doctors smoke
282. 10:04camels than any other cigarette
283. 10:07try camels yourself the cigarette so
284. 10:09many doctors enjoy
285. 10:18both world wars and the women's rights
286. 10:20movement had done wonders for cigarette
287. 10:22sales but of course it was never enough
288. 10:24you knew cigarettes could become even
289. 10:26bigger and more profitable if only you
290. 10:28could get more people to take their
291. 10:29first puff once they did they would be
292. 10:31hooked so you launched one of the
293. 10:33craziest fast-paced sales campaign in
294. 10:34history you hire doctors and dentists to
295. 10:36endorse your cigarettes to put people at
296. 10:38ease over the health risks you use
297. 10:40slogans like more dr smoke camels based
298. 10:42on a survey taken after giving all the
299. 10:44doctors a free packet of camels
300. 10:46yes according to this repeated
301. 10:48nationwide survey more doctors smoke
302. 10:51camels than any other cigarette quotes
303. 10:53like just what the doctor ordered were
304. 10:55all over cigarette ads
305. 10:57coffee doctor oh fine
306. 11:00have a camel with your coffee thanks
307. 11:06and that wasn't all building off of
308. 11:08edward renee's strategy you took it a
309. 11:10step further and started paying
310. 11:11celebrities to smoke on the big screen
311. 11:13cigarettes were made into something sexy
312. 11:15sophisticated and alluring
313. 11:17the marlboro man made it seem like only
314. 11:19real men smoke cigarettes and campaigns
315. 11:21even went so far as to get kids into
316. 11:23smoking too
317. 11:24they like to use cartoons and symbols to
318. 11:27hook our kids let's take a winston break
319. 11:30dad dad winston is the one filthy
320. 11:32cigarette that delivers flavor 20 times
321. 11:35a pack winston's got that filter play
322. 11:38for over two decades you had free reign
323. 11:40to advertise where you want claim what
324. 11:42you want and do just about anything to
325. 11:43make more money and it worked by the
326. 11:45early 60s 42 percent of americans were
327. 11:48regular smokers this meant you had over
328. 11:5075 million loyal customers
329. 11:52life couldn't be better but then in 1964
330. 11:55a report came out that would bring your
331. 11:57industry to its knees and change the
332. 11:59course of nicotine marketing forever on
333. 12:01january 11 1964 the u.s surgeon general
334. 12:04released his report on the connection
335. 12:06between smoking and cancer basically it
336. 12:08says smoking was a direct cause of lung
337. 12:10cancer in men and women and was one of
338. 12:12the main causes of chronic bronchitis
339. 12:14this sent shockwaves through america
340. 12:16suddenly the government started tripping
341. 12:17over itself to start regulating the same
342. 12:19industry they relied on to keep their
343. 12:21soldiers going just 25 years earlier it
344. 12:24seemed like cigarette sales had come to
345. 12:25a grinding halt something had to be done
346. 12:28you couldn't let decades of hard work
347. 12:29and propaganda go down in flames because
348. 12:31of one doctor's opinion so you went back
349. 12:33to the drawing board and came up with a
350. 12:35strategy to ensure that no matter what
351. 12:36the doctor said you wouldn't stop
352. 12:38selling
353. 12:43that always adds up to real smoking
354. 12:44enjoyment why well first because lucky
355. 12:47strike means fine tobacco and then this
356. 12:50fine good tasting tobacco is toasted to
357. 12:52taste even better cleaner fresher
358. 12:55smoother so anytime you want to lighten
359. 12:57the problem light up a lucky
360. 13:00for the taste that you like light up the
361. 13:03lucky stripes right now
362. 13:07years of lying to the public taught you
363. 13:08one thing if you could sow even the
364. 13:10smallest seed of doubt in people's minds
365. 13:12their addiction to tobacco would
366. 13:14outweigh their medical worries and you
367. 13:16would continue making money the plan was
368. 13:18simple number one you would go on a
369. 13:20smear campaign digging up every little
370. 13:22bit of dirt on the doctors going against
371. 13:24cigarettes no one would listen to a guy
372. 13:26who cheated on his wife make the health
373. 13:28phonetics unlikable and people would
374. 13:30find their own reasons not to believe
375. 13:31them number two overwhelm the public
376. 13:34with scientific data so they wouldn't
377. 13:35know what to believe or what it all
378. 13:37means get hundreds of doctors and
379. 13:39researchers to write opposing reports so
380. 13:41that no one would be totally sure what
381. 13:42the truth is
382. 13:43and number three take the health freaks
383. 13:45on in public send your most likable
384. 13:47spokespeople because if the public likes
385. 13:49you they're less likely to listen to a
386. 13:51quiet uncharismatic scientist who can't
387. 13:53keep their attention for more than 60
388. 13:55seconds
389. 13:56how on earth would big tobacco profit
390. 13:59off of the loss of this young man now i
391. 14:01hate to think in such callous terms but
392. 14:04if anything
393. 14:05we'd be losing a customer
394. 14:07it's not only our hope it's in our best
395. 14:09interest to keep robin alive and smoking
396. 14:12the ron goodies of this world the robin
397. 14:14willigers to die you know why so that
398. 14:17their budgets will go up then big
399. 14:19tobacco started the council for
400. 14:20scientific research a very serious
401. 14:22sounding organization tasked with
402. 14:24investigating the claims against
403. 14:26cigarettes and reminding people that
404. 14:27there was no way to prove this who
405. 14:30provides the financial backing for the
406. 14:32academy of tobacco studies conglomerated
407. 14:34tobacco that's the cigarette companies
408. 14:37for the most part yes these guys
409. 14:39realized quick if they were going to
410. 14:40claim that cigarettes were not addictive
411. 14:42they better have proof he's been testing
412. 14:44the link between nicotine and lung
413. 14:45cancer for 30 years and hasn't found any
414. 14:47conclusive results
415. 14:49the man's a genius he can disprove
416. 14:51gravity
417. 14:52and then just for good measure you
418. 14:53decide to create a new healthier range
419. 14:55of cigarettes that were lighter filtered
420. 14:57roasted or had menthol all these
421. 14:59adjustments made cigarettes healthier
422. 15:01than ever and were obviously a great
423. 15:02alternative to quitting tobacco entirely
424. 15:04your counter attack was working you were
425. 15:07the caring tobacco company who even paid
426. 15:08their own money to find out if
427. 15:09cigarettes were bad you had the
428. 15:11well-being of your customers at heart
429. 15:13but this ruse couldn't last forever
430. 15:26in the 70s the us government had enough
431. 15:29and finally started banning tobacco ads
432. 15:31but that didn't stop you when your ads
433. 15:33were banned on tv you moved them to
434. 15:35newspapers when they were banned from
435. 15:36the media completely you became the
436. 15:38sponsor for sports events and
437. 15:39celebrities banned from advertising in
438. 15:41stores you switched to marketing reps
439. 15:43outside the shops and when the 90s came
440. 15:45around the internet viral marketing and
441. 15:47online sponsorships were a life saver
442. 15:49the message hollywood needs to send out
443. 15:51is smoking is cool we need the cast of
444. 15:54will and grace smoking in their living
445. 15:55room forest gump puffing away between
446. 15:57his box of chocolates most of the actors
447. 15:59smoke already
448. 16:00if they start doing it on screen
449. 16:02we can put the sex back into cigarettes
450. 16:06even after almost every form of
451. 16:07cigarette advertising known to man was
452. 16:09restricted you would find a way to keep
453. 16:10your customer base growing like placing
454. 16:12cigarette display cases at kids eye
455. 16:14levels and taking advantage of poorly
456. 16:16enforced online content policies and of
457. 16:18course by expanding into developing
458. 16:19countries where the restrictions can't
459. 16:21be enforced by 2019 the global sales of
460. 16:24legal tobacco products hit 818 billion
461. 16:27dollars more than 5.2 trillion
462. 16:29cigarettes are smoked a year that's
463. 16:31nearly a million cigarettes every 60
464. 16:33seconds by the time you're done watching
465. 16:35this around 15 million cigarettes have
466. 16:38been smoked depending on the length of
467. 16:40this video and even after all the
468. 16:42anti-marketing campaigns nearly 20
469. 16:44percent of adults still choose to light
470. 16:45up and with the advent of healthier
471. 16:47options like e-cigarettes and vaping big
472. 16:49tobacco seems to have found a brand new
473. 16:51angle to exploit
474. 16:55now big tobacco may sound bad but the
475. 16:58truth is most companies governments and
476. 17:00organizations after money and power do
477. 17:02this exact same kind of code calculated
478. 17:04thinking they just never admitted to the
479. 17:06public for obvious reasons and that's
480. 17:08what we tried to dive into on this
481. 17:09channel so you too can profit from the
482. 17:11same kind of machiavellian thinking if i
483. 17:14were a startup i would say we're
484. 17:15democratizing the pursuit of money and
485. 17:17power but the thing is some of this
486. 17:19stuff is just a tad bit too dark to post
487. 17:21publicly that's why you should click the
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496. 17:36incredibly unethical mind control
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498. 17:40going to be a little delayed because my
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