In the 1960s, as women’s liberation movements gained momentum, the “Torches of Freedom” campaign by cigarette companies seized a unique cultural opportunity. Originally initiated by public relations pioneer Edward Bernays in 1929, the concept aimed to link cigarette smoking with female independence and empowerment—a bold move, as societal norms previously stigmatized women who smoked. The “Torches of Freedom” label resurfaced in the 1960s, promoting smoking as a symbol of breaking free from traditional gender roles.

The campaign targeted women with images of stylish, independent women confidently smoking, often in settings previously reserved for men. Advertisements featured slogans like “You’ve Come a Long Way, Baby,” aligning with the growing feminist movement.

Cigarettes were rebranded as tools of empowerment, and lighting one up became, for some women, a public declaration of equality and liberation. Brands like Virginia Slims embraced this approach, capitalizing on the idea that women’s newfound freedom was best expressed by adopting male behaviors, like smoking.

However, the long-term impact of this campaign was far from empowering. Smoking rates among women rose significantly, as did lung cancer and other smoking-related illnesses. Decades later, health advocacy groups would fight to undo the damage caused by these targeted ads, as cigarette addiction and its deadly consequences became a major public health crisis.

The “Torches of Freedom” campaign remains a fascinating study in marketing, highlighting the power of advertising to shape social behaviors by tapping into deep-seated cultural desires. The campaign succeeded not only in boosting cigarette sales but also in altering public perceptions of smoking and independence for women. This example is a reminder of how marketing can shape history, blurring the lines between liberation and manipulation. Today, it stands as a cautionary tale of how industries can exploit social movements to drive profits, often at the expense of public health.