The new Virginia Slims campaign shows that this action was motivated by self-interest and that Philip Morris changes its behavior only when it has no other choice. Lung cancer is the leading cancer killer of women, and smoking causes over 80 percent of these deaths. Research also shows that women have a much harder time quitting than men. Becky Wexler bwexler tobaccofreekids. Get more information in our special Philip Morris: The Virginia Slims ads are the most recent evidence that Philip Morris' attempts to portray itself as a socially responsible company are a sham. The company, in an expensive and lavish presentation, uses the metaphor of an ancient Egyptian female pharaoh to encourage women to 'See Yourself as a King' by smoking Virginia Slims.
This Virginia Slims advertising campaign illustrates why the public health community remains convinced that Philip Morris has not changed its predatory business practices and only promises change when threatened with litigation or legislative action.
The latest public health data show lung cancer death rates for women are rising at a time when death rates for other kinds of cancer in women are waning. Washington, DC — Statement by: The new Virginia Slims campaign shows that this action was motivated by self-interest and that Philip Morris changes its behavior only when it has no other choice. Smoking can cause infertility and premature menopause. If Philip Morris accepts that smoking poses serious health risks, as it has indicated in recent statements and on its website, then it should immediately terminate this latest Virginia Slims ad campaign, and stop working to addict women and girls to a product that the whole world, including Philip Morris, knows is lethal. By once again suggesting that women are empowered by smoking, Philip Morris shows contempt for women's health issues. Six years after the initial Virginia Slims campaign began, the rate of smoking initiation for year-old girls had increased percent as a direct result of Virginia Slims and other brands aimed at women.