Part: 12         Session: 145678910111213141516171819202122         Page 500501502503504505506507508509510511512513514515516517518519520521522523524525526527528529530531532533534535536537538539540541542543544545 of 999

not very high pressure, you could save lives and prevent damage to various vessels. So this has begun.

I told you, I think, that I went to the AD Council with Dr. Cooper and Mr. Foote, and we asked them if they would institute a campaign. You know what the AD Council is; it's the association of all the advertising agencies. And if they decide to help a particular cause, they then will allocate paid time to the cause for a year or two years. The Heart Institute has finally given them enough money so they can do the tapes and the mechanical part of the communications, the filming for TV spots and the tapes for radio and the layouts for newspapers and magazines, and it's going to start in September -- this campaign. You will see it. It's called “A time Bomb on Your Chest.” And it's very dramatic.

That's a dramatic way of announcing it.

And they the ad Council think they will get an allocation of about $20 million for the two years of time and space. So this will keep people at it. What will happen after that, I don't know: but I hope that it will make a big enough dent so that it will really change the death rate in the United States more dramatically. This year, the year of '74, was the lowest death rate the country has ever had. It was 9.1 for the first time -- nothing