Torches of Freedom: A PR Masterclass in Manipulating Women's Desires and Societal Norms

Selling Cures

Welcome to another episode of "Selling Cures," the podcast that peels back the curtain on the most intriguing moments in U.S. healthcare's marketing, advertising, and public relations. Today we journey back to 1929 to uncover the story behind one of the most revolutionary PR campaigns in history—Edward Bernays' "Torches of Freedom."
Join us as we explore how Bernays, often heralded as the father of public relations, masterfully used psychological manipulation to transform cigarettes into symbols of female empowerment. This tale sheds light on the potent influence of PR, not only in shaping public opinion but also in changing societal norms.
Stay tuned as we delve into the campaign that made smoking "acceptable" for women and examine the far-reaching impact of Bernays' genius, as well as the darker consequences of such persuasive marketing. So sit back, relax, and let's dive into the fascinating intersection of healthcare, marketing, and cultural change.
Fun Fact: Bernays orchestrated a PR stunt during the 1929 New York City Easter parade, having women publicly light up cigarettes, which symbolized defiance of societal norms and gender inequality.

Timestamps:
00:00 Bernays used PR to promote female smoking.
03:56 Bernays' campaign proved PR's powerful influence.

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