Project SCUM was a plan proposed in 1995 by R. J. Reynolds Tobacco Company (RJR) to sell cigarettes to members of the ”alternative lifestyle” areas of San Francisco, in particular the large number of gay people in the Castro and homeless people in the Tenderloin. The acronym ”SCUM” stood for ”subculture urban marketing.” Perhaps recognizing the offensive nature of its label, the marketing plan was later renamed Project Sourdough. This will hound you forever Big Tobacco!! #FuckBigTobacco
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