ADVOCACY

COMBATING SMUGGLED & ILLICIT CIGARETTES AND HIGH TAXATION
Case Study: Ceylon Tobacco Company

The Challenge

The Ceylon Tobacco Company, a key contributor to government revenue, was facing an increasingly difficult problem of marketing their product against smuggled cigarettes.

Our task, was to use CTC's annual corporate and financial presentation and several other opportunities to highlight the high incidence of cigarette smuggling into the country, and lobby against the frequent increases in excise duty that led to further increases in smuggling, showing the detrimental effect this was having on their business and their revenue contribution to the national economy.

The Strategy

Over two years, the Rowland PR team, together with the Client, conducted persistent lobbying. We conducted a multi-pronged media campaign, which included media conferences and interviews over the electronic and print media, to highlight the effect of the problem in undermining CTC's contribution to the economy.

The Results

The campaign garnered extensive publicity on the electronic and print media and delivered unprecedented media support. The company confirms that this exercise has been greatly instrumental in assisting with its negotiations with government authorities on this issue. In the 1996 budget proposals, the Government took action to announce legislation to affect significantly harsher penalties on cigarette smugglers.

Follow Up

The Agency continues to work with CTC to produce strategies and materials to highlight the new threat from illegally manufactured cigarettes.

ANTI-DUMPING ADVOCACY
Case Study: Textile &Yarn Manufacturers of Sri Lanka

The Challenge

The 'dumping' of yarn from overseas was jeopardizing the domestic spinning industry, threatening the closure of six of the local spinning operations and the consequent retrenchment of some 6,000 employees in this sector. Our task was to lobby with government officials and decision-makers on behalf of the textile and yarn manufacturers against this dumping, and obtain relief for the local industry.

The Strategy

Our strategy was to highlight the problem of 'dumping' through a media programme to direct government attention to this issue. We arranged a comprehensive media briefing for journalists and followed up to ensure wide coverage of the issue in the local press.

The Results

The high media visibility generated built community support and resulted in discussions with government decision-makers on the issue of protecting the local spinning industry, which averted a crisis situation.

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