There is a saying that accompanies a young woman's victory in a pageant – she now possesses the “power of the crown.” She has an ability to amplify her public presence, and her potential to invoke change. The most prestigious of these crowns has become recently gilded in tobacco leaves.

The state titleholders of the Miss America Organization have been offered the opportunity to work as envoys for RJ Reynolds (RJR) since 2002. RJR's Right Decisions Right Now (RDRN) program promises flexibility in messaging, consistency in appearances, and a desperately needed source of income for the titleholder.

Through its partnership with the National Association of Miss America State Pageants (NAMASP), the RDRN program receives societal normalization. In most states, the titleholder is a cultural icon. Through the pageant's prestige, RJR accomplishes many subversive goals despite its appearance of corporate responsibility. For a $5000 fee, the titleholders supply marketing information, youth access, and messaging that smoking is an adult behavior.

Methods:

Last year, an effort ensued to educate NAMASP of this erroneous partnership with big tobacco. The correspondence from anti-tobacco partners was disregarded.

Results:

Concurrently, it was discovered that a presentation by Miss NJ 2005 motivated a school district to incorporate the RDRN program into their health curriculum. Recently, our efforts were successful with Miss NJ and Miss MA.

Conclusions:

As pageant ‘insiders', the presenters are passionate in stopping the victimization of similar non-profit entities. We look forward to sharing our acquired insight in order to cease this exploitation.