ach ▁for ▁a ▁L ucky ▁Camp aign ,” ▁L ucky ▁St rike ▁sought ▁to ▁forever ▁change ▁sm oking ▁tab o os ▁by ▁encourag ing ▁women ▁to ▁smoke ▁open ly ▁in ▁public . ▁In ▁an ▁inf am ous ▁public ity ▁st unt , ▁Edward ▁Bern ays ▁h ired ▁several ▁young , ▁attract ive ▁women ▁to ▁march ▁in ▁the ▁E aster ▁Sunday ▁para de ▁in ▁New ▁York ▁brand ishing ▁their ▁“ tor ches ▁of ▁freedom ” — the ir ▁L ucky ▁St rike ▁c igare tt es . ▁While ▁this ▁campaign ▁did ▁not ▁market ▁c igare tt es ▁as ▁weight ▁loss ▁devices , ▁it ▁set ▁the ▁preced ent ▁for ▁the ▁new ▁tr ends ▁in ▁n iche ▁market ing ▁that ▁would ▁come ▁to ▁shape ▁the ▁future ▁ways ▁in ▁which ▁the ▁industry ▁would ▁posit ▁new ▁types ▁of ▁c igare tt es ▁as ▁weight ▁loss ▁a ids . ▁Moreover , ▁it ▁would ▁forever ▁change ▁the ▁public ' s ▁thoughts ▁on ▁women ▁sm oking , ▁transform ing ▁the ▁act ▁from ▁a ▁trans gress ive ▁one ▁into ▁a ▁normal ized ▁femin ine ▁behavior . ▁▁ 1 9 6 8 – present ▁In ▁ 1 9 6 4 , ▁the ▁Sur geon ▁General ▁of ▁the ▁United ▁States ▁released ▁the ▁Sur geon ▁General ' s ▁Ad vis ory ▁Committee ▁Report ▁on ▁Sm oking ▁and ▁Health . ▁This ▁report ▁lead ▁to ▁the ▁Federal ▁C ig aret te ▁Label ing ▁and ▁Ad vert ising ▁Act ▁in ▁ 1 9 6 5 , ▁which ▁would ▁mand ate ▁that ▁all ▁cig aret te ▁pack s ▁display