"In 1988 when I first quit smoking, it made the news as I was also the Winston Man. Having turned my back on Big Tobacco, I was awarded the WHO [World Health Organization] Medal for my bravery to stand up to RJ Reynolds and Tobacco. I just sent it back to the WHO’s Director General and advised her to put it where the sun doesn’t shine."
David Goerlitz (born April 15, 1950) is an American actor, writer, educator and a male model. He is best known as the "Winston Man",appearing in advertising for Winston cigarettes for 8 years in the 1980's.
Goerlitz publicly quit smoking and joined the anti smoking movement condemning tobacco industry advertising for which he testified to Congress in 1989. After 20 years of international public speaking and education Goerlitz became disillusioned with the anti smoking movement in 2007. He then became an advocate for the vaping industry and in 2016 starred in the documentary film A Billion Lives.
Goerlitz began modelling at the age of 29 and after a callback in 1980 was employed by R.J. Reynold's Tobacco Company as the "Winston Man". Goerlitz was featured in 42 advertisements for Winston cigarettes, including the 'Search and Rescue' advertisement series, for which he was America’s most-photographed person on cigarette advertisements. The marketing series moved Winston cigarettes from number 4 to number 2 in worldwide sales.
PUBLIC HEALTH EDUCATION
In 1988 Goerlitz's brother was diagnosed with cancer after which Goerlitz publicly quit smoking at the 'Great American Smokeout' in November of that year. At this point he became involved with the anti smoking movement and toured schools and colleges worldwide. He shared his story throughout North America, Taiwan, Japan and Sweden. Goerlitz was honoured by the World Health Organisation in 1989 with a medal of honour and also worked with The American Cancer Society, The American Lung Association and The American Heart Association.
In 1999 Goerlitz published his story with Gary LaForest in a book titled "Before The Smokescreen" with Gladstone Publishing. The book recounts how and why Goerlitz began his 23 year long three and a half pack a day addiction to tobacco. In addition he gives the reader a behind the scenes look at how his ads for the tobacco industry were made and reviews his award winning educational program for young people.