Hit or Miss

Project SCUM

Project SCUM.

“Maintaining the highest share of the gay market, Marlboro imagery is fairly instant and clearly dominated by the Marlboro Man. Among gay consumers, this image has particular importance as an overt cue to masculinity / sexuality. Marlboro’s success in this context depends wholly on the relevance of this cowboy image to the world (fantasy and real) of these gay consumers.”

Information about how the Tobacco industry targeted the gay and homeless communities in the mid-90s.