Keep On Lighting Up:

1. Keep On Lighting Up: The Campaign to Kill the Electronic Cigarette

2. Intro: • Mash-up • Letterman and Rachel Ray first • Then move to news clips--- but organize them with multiple on screen emphasizing the chaos of the news coverage • Also possibly use ones that emphasize danger and uncertainty---- foreshadowing

3. Section Headings • Cigarette Burning time lapse • As the cig burns---- a new title for each section subheading

4. Scene 1: Meet a Believer • Introduces a protagonist • This will be an ex-smoker who has quit or drastically cut back by switching to e-cigs • (someone from Jerome’s store) • If I cannot find someone I will be the stand in

5. Scene 2: Meet a Vendor • Introduce Jerome: (my own narration) • Foreground him, his local business • Have him discuss how he got into the industry • For the satisfaction and the fact that he believes in the product

6. Here’s Jerome!

7. Scene 3: Inciting Incident • FDA sends warning letters to e-cig distributors---- first talk of heavily regulating or even banning the products • Highlight (using after effects) specific meaningful portions of that specific letter (attached) • Also, use after effects to enlarge text Protagonist fears that a ban on e-cigs woud force a return to smoking---- and all the horrible health effects Are these products really safe?

8. Meet a Doctor • Interview a Doctor at Florida Hospital’s Thoracic Cancer Clinic • Have not shot this yet---- hopefully will be able to • Show that doctors while maybe not fully endorsing the e-cig, definitely prefer it to their patients smoking traditional cigarettes

9. Medical Studies • Polosa, et al. 2011 study in Italy--- • Pilot study concluded e-cig effective as cessation tool • FDA, however, finds trace amounts of “toxic chemicals”---- • Claims chemical found in anti-freeze • --- they don’t mention that these quantities are far too small to do harm to humans (Tierney NYT) ---John Tierney NY Times article questions these findings

10. Scene 4: About the FDA • What is the FDA? • Family Prevention and Control Act (2009) • This gave FDA authority to regulate tobacco products • Talk about their efforts to curb smoking • Workplace bans, bans of “lights,” bans of flavors

11. FDA Decisions • Stossel article--- “The FDA Kills” • Article– “Does the FDA Secretly Want to Keep You Smoking” • Officials resigning • General controversy within the FDA • Medical devices issue and others

12. Lobbying • Influential people in the FDA leave for jobs in big tobacco and big pharma---- whats the term again?– FIND IT • Graphs of the lobbying spending by relevant groups

13. Lobbying $ Graphs

15. Harm Reduction Debate • Abstinence vs. Harm Reduction • Drug addiction, teen pregnancy --- methadone, contraception • Applied to cigarette smoking--- we must allow the e-cig • We must acknowledge that nicotine has benefits

16. Interview an anti-smoking advocate Explain why even anti-smoking groups are against the e-cigarette “Hospitals Helping Patients Quit” memo Oklahoma Tobacco Helpline

17. Connect it back to myself Explain that I, myself am an e-cig user and former smoker Also connect back to the protagonist introduced in act 1 project's goal is to raise awareness about the product, its potential, and the effort to destroy it Why isn't more being invested in this to save lives?