Tobacco Industry

The article claims the campaign helped the tobacco industry double its consumer base by manufacturing social meaning. In the early twentieth century, cigarette smoking was predominantly associated with men. The campaign was timed to align with the women's suffrage movement. The campaign rebranded cigarettes as symbols of female empowerment and political independence. The tobacco industry used propagandists to engineer a cultural shift that would double its addressable market. Women were recruited to smoke publicly during a march as part of the campaign.