 In a practical example of Edward Bernays’ theory detailed in his essay, George Washington Hill, president of the American Tobacco Company, hired Edward Bernays in 1928 to lead a campaign to entice more women to smoke in public.The campaign is believed to have helped converting attitudes towards women's smoking from a social taboo to a more socially acceptable act.Bernays did this by associating women’s smoking with the ideas of "power" and "freedom" which he did by using the slogan Torches of Freedom during a famous parade in New York City.