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people are reluctant to recognize the value of publicity, has any thought ever been given to the possibility of getting into the medical schools and driving home a point like this to medical students?

Well, whether anyone's gone from school to school to speak to medical students, I doubt. They've certainly sent -- they've certainly had articles written, they've certainly sent material to internists in schools. They've tried to do medical education. Now, how successful it is, I don't know. But I know that now about a third of the people that need treatment are presumably under treatment, about thirty percent.

A third of the people who need treatment for high blood pressure?

Yes.

I was just thinking of that as an angle that might prove useful in training a new generation of doctors, you see.

Yes. But you see, the doctors that run the Heart Institute are not at all promotional minded. They don't know anything about promotion at all. It's a miracle that I got Ted Cooper to go to the Ad Council and be willing to pay for the cost of the films and the cost of the radio spots. They've never heard of anything like this before. The fact that they got free time must have influenced them, but normally, they just are allergic to doing anything.

And also, the Ad Council isn't too easy. It was fortunate that Howard Rusk was on their Advisory Committee and pushed this fortuitous effect.

Now, of course that's an area you have know-how in too.