In May 1985, Gorbachev delivered a speech in Leningrad advocating reforms and an anti-alcohol campaign to tackle widespread alcoholism. Prices on vodka, wine, and beer were raised in order to make these drinks more expensive and a disincentive to consumers, and the introduction of rationing. Unlike most forms of rationing intended to conserve scarce goods, this was done to restrict sales with the overt goal of curtailing drunkenness. Gorbachev's plan also included billboards promoting sobriety, increased penalties for public drunkenness, and to censor drinking scenes from old movies. Although this program was not a direct copycat of Tsar Nicholas II's outright prohibition during World War I, Gorbachev faced the same adverse economic reaction as did the last Tsar. The disincentivization of alcohol consumption was a serious blow to the state budget according to Alexander Yakovlev, who noted annual collections of alcohol taxes decreased by 100 billion rubles. Alcohol production migrated to the black market, or through moonshining as some made "bathtub vodka" with homegrown potatoes. Poorer, less educated Russians resorted to drinking unhealthy substitutes such as nail polish, rubbing alcohol or men's cologne, which only served to be an additional burden on Russia's healthcare sector due to the subsequent poisoning cases. The purpose of these reforms, however, was to prop up the existing centrally planned economy, unlike later reforms, which tended toward market socialism.