Organization:

CTFK and ATCA

Country: Africa
Title: Case Study: This Africa Global TIA Campaign
Date: September-November 2013


Context
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On September 2, 2013, the Korea Herald published a newspaper story that KT&G Corporation,
the countrys largest tobacco maker, would begin sales of its latest tobacco product called
This Africa. The products pack featured derogatory images that depicted Africans as
chimpanzees and was said to contain tobacco leaves that are roasted and dried in traditional
African style. The KT&G ad campaign said the flavor of the tobacco was so good, even
chimpanzees would like the flavor.
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Action
Working in collaboration with the Africa Tobacco Control Alliance (ATCA), the CTFK Tobacco Industry
Accountability (TIA) team carried out a discrediting and denormalization campaign on traditional and
social media, targeted at KT&G, and mobilizing advocates and in-country African governments to call
for the removal of the cigarette from the market by voicing their displeasure directly to the Korean
government for using This Africa name for a deadly and dangerous product. In-country advocates
were also encouraged to reach out to their policymakers and government officials to encourage
adoption and implementation of strong measures that would protect citizens from the exploitation of
the tobacco industry.

The following materials were developed and disseminated widely to advocates across the continent
for local in-country action:
- A press release
- Letter from civil society organizations to their local Ministries of Health
- Letter from Ministries of Health to KT&G CEO and South Korea Ministry of Health
- Sharable items on social media including:
1

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A blog with a call to action to sign an online petition (attached)

Facebook, twitter posts
Infographic (see below)

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Outreach to the tobacco industry in Africa to denounce the packet name and image. The idea
was to create a catch-22 conundrum.
Outreach to the designers of the pack, Papaboule, a British graphic designer, and fashion street
magazine Cracker Your Wardrobe.
Outreach to international circuit (media, partners, stakeholders, US domestic advocates, etc.)

Result
The media coverage generated by the campaign was huge, cutting across countries and languages (see
below).
On October 22, 2013, it was reported that Korean cigarette firm pulls 'racist' monkey ads. However, the
cigarette packet images were not changed as the company did not consider them to be offensive.
Advocates went into Phase 2 of the campaign, insisting that the packaging be discontinued. This Phase
included a Change.org online petition. On October 31, 2013, KT&G announced that it would change the
packaging and no longer feature chimpanzees. However, they have still refused to change the name,
This Africa.
Media Coverage:

Africa-based media:
1. http://www.herald.co.zw/south-korean-tobacco-firm-pulls-racist-monkey-cigarette-ad/
2

2. http://mg.co.za/article/2013-10-23-s-korean-tobacco-firm-pulls-racist-ads
3. http://www.legalbrief.co.za/article.php?story=20131025082952220
4. http://bepa.co.zw/news/latest/the-herald/south-korean-tobacco-firm-pulls-8216-racist-8217-m
onkey-cigarette-ad/brvjn.333645
5. http://ww3.africanoutlookonline.com/index.php?option=com_content&view=article&id=7372:ko
rean-tobacco-firm-pulls-racist-monkey-cigarette-ads&catid=99:outlookscroller

Other media:
1. http://www.washingtonpost.com/blogs/worldviews/wp/2013/10/25/dont-think-south-korea-h
as-a-race-problem-check-out-these-cigarette-ads/
2. http://atlantablackstar.com/2013/10/23/korean-cigarette-firm-pulls-racist-monkey-ads/
3. http://www.yourblackworld.net/2013/10/black-news/korean-company-apologizes-for-monkey-
ads-with-the-slogan-africa-is-coming/
4. http://www.globalpost.com/dispatch/news/afp/131023/s-korea-tobacco-firm-pull-chimp-ad-afr
ica-brand
5. http://uk.finance.yahoo.com/news/korea-tobacco-firm-pull-chimp-054916841.html
6. http://www.bbc.co.uk/news/world-asia-24638074
7. http://www.koreatimes.co.kr/www/news/culture/2013/10/316_144767.html
8. http://thegrio.com/2013/10/24/south-korean-company-pulls-africa-cigarettes-with-monkey-im
agery/
9. http://www.huffingtonpost.com/2013/10/24/racist-monkey-ad-the-africa_n_4156053.html
10. http://blogs.infobae.com/maldita-nicotina/2013/10/24/una-tabacalera-compara-a-los-africanos
-con-chimpances/
11. http://russian.rt.com/article/17358
12. http://news.khan.co.kr/kh_news/khan_art_view.html?artid=201310241133361&code=970100
13. http://world.huanqiu.com/well_read/2013-10/4485435.html
14. http://www.wz.lviv.ua/news/44403
15. http://news.mthai.com/world-news/279509.html
16. http://news.liputan6.com/read/728494/perusahaan-rokok-korsel-tarik-iklan-monyet-rasis
17. http://www.standaard.be/cnt/dmf20131024_00807302
18. http://www.giornalettismo.com/archives/1181361/le-sigarette-con-la-pubblicita-razzista/
19. http://blogs.infobae.com/maldita-nicotina/2013/10/24/una-tabacalera-compara-a-los-africanos

-con-chimpances/
20. http://www.koreatimes.co.kr/www/news/culture/2013/11/316_145707.html
21. http://www.koreatimes.co.kr/www/news/culture/2013/10/316_145290.html
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