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RJ Reynolds Tobacco Company: control had to be relinquished

And then, maybe like three months later, after that one ethnic field trip, there'd be an ad targeted specifically to that population." Phillip Gardiner, public health activist and co-chair of the African American Tobacco Control Leadership Council, wrote in his 2002 study "The African Americanization of menthol cigarette use in the United States" -- which Mondy refers to often in his research -- that tobacco companies saw the distinct traits of the black community, philanthropy included, and adjusted their marketing accordingly to build the community's trust: "Because the industry was based in the South, and the majority of black people lived and worked in the South, even as many migrated to urban centers, it was to the advantage of the tobacco industry to develop a strategic relationship with the African-American community