In 1968, Philip Morris marketed Virginia Slims cigarettes to women with an advertising strategy showing canny insight into the importance of the emerging women's movement. The slogan "You've come a long way, Baby" later gave way to "It's a woman thing" in the mid-1990s, and more recently the "Find your voice" campaign featuring women of diverse racial and ethnic backgrounds. The underlying message of these campaigns has been that smoking is related to women's freedom, emancipation, and empowerment.
COPD used to be considered an old man's disease.
Think of smoker's cough. It's easy to see the old coot getting up in the morning, lighting one up even before he gets dressed, and coughing his way to the bathroom.
Today, more women have COPD than men.
That's almost certainly because smoking for women became very, very cool in the decade following 1968.
We're all suckers for whatever we think is cool
How do we encourage young people to feel that smoking isn't cool at all?