CHAPTER 1:
The Catastrophe
of Cancer
\"When the Air Force is trying to sell bombers， it uses
the advertising trade. Well， all right， we have to do every trick of
that too. Of
course， it s inevitable when you go to the public for money. \"
M.B. Shimkin， M.D.， National Cancer
Institute and author of Science and Cancer
(U.S. Dept. of Health， Education Co\" Welfare)
uring one month of each year A r\"
(AC~S) ~ i l) nearlyevery family in
~..tthe U S. will be called on ，， ( p
~ by an American ~ancer Society
volunteer. They will be asked to contribute money to
\"fight cancer with a check-up and a check，\" according to the
~ociety s favorite slogan. Reinforced by a sophisticated multi-
~edia campaign and a proclamation by the President declaring
~-pril \"Cancer Control Month，\" this unprecedented mobilization
tands to gross the ACS $150 million.
When it was founded in 1913， the ACS described itself as a
t:mporary，， or.ganization，~:2Ulladt2ase to exist once cancer had
een eradicated Seven de ， the Society ~s the richest
z e World. And cancer ~s more of a problem than
past 10 \"ear
llected more than $1 billion from the cancer-phobic American
~ nmne， aurmg which the ACS
~blic， the cancer death r
According to ate climbed 12 percent.
self.u^ _ v，，c msgruntled volunteer ..
~ ~ vcrpetuatinv v the ACS has become
many of th.~A 7 ~otcta Interest\" and \"a v = ，
treau (KTTr~，\" U~c InVolved In lo.7o .~ -. -:Y b *ontaole one
，，，.try)， a resn .，.\" *-，.-， me -National Information
r~，-，cu muepenaent charity-watchdog organ-
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