Tobacco Documents Online

1 Conironting the viewer in a"mument o f truth" nrm be in store Jor orerweisht irrdiridualc when the rrek• health senes im iu:t their inrolrement hy ase nJ such derires as a"A'atiorral Far 7e.;r." never think of their own health until it is in jeopard%. This is what advisors called a"crisis mentalit%" and it is a deeph ingrained pattern both among laymcn and prolessionals Americans have ahva%s been more concerned with thteatening illness than with the long-term maintenance of good health According to com- mon folk belief, health is not in itself a positive valuc. but mcrel-, the absence of illness. Mam task force participants agreed. there- fore, that to "think prevention" miFht be the single most important notion that the Work- shop's producers could promote. For that matrer, personal economic% alone could dicta:e the caw for emphasizing pre%en- tion. Medical co.ts have risen fi%e times as fast as other prices in the past decade. E% en a famil) of means can he bankrupted todaN by a catas- trophic injurN or long-term illness. One health ad-ninis:rator concluded: "The onl% w•a% this country can afford, the rising cost of health care is through preventi% e medicine." Mam af the hundreds of recomm.ndation> made during the tair force seminars will frnall% emerge as overall objectives or specific goals for the series. They ar,e now Ming documented in a constanth expanding notebook for the a•riter> and producers who will create the series. Hou•ever, the recommendations and the pr.* duccrs' ideas of MoW to address them will still have to pass one more demanding examination before broadcast time. The final recommenda• tions about priority topics and health messagr• will be made h~ a hculth serics ad%isor% coun- cil. to be named shortly.

I RESEARCH: Prescribing, for a Target Audience Of the several innovations that have distim puished the N'orkshqp from other television pro- duczion centers, perhaps the most important is the role of research. No other communications venture has allocated so much time and effort to determining the natt6re of its audience, that au- dience's needs and interests and appropriate pro- (rram content before composing its final educa- tional message. This pattern of research activity. pioneered by the N'orkshop for Sesanra Street and The Eler- trir Compam•, is being tailored to the production requirements of the scries' producers and writers. It is performed by CTW's staff of specialists ir.social psychology and communications research. This staff has tested both traditional and inno- vative examples of health education films in an attempt to identify successful techniques and in- fluence strategies and to examine audience re- actions to various types of material. Their find- ings, coupled with health information deter- mined as significant , by earlier interviews and task force seminars, provided guidelines for the producers and writers to use in creating a bod% of sample program segments, nehrl) two hours in length. which was produced in Au&ust 1973 These segments, produced on film and video• tapc, were tested in four different locations on groarps chosen as representative of the target au- dience for the series. This research phase placed anajor emphasis on determining the appeal and credibility of different segments and their poten- tial effectiveness in producing change in beliefs. ottitudes and behavior. Researchers are particularly interested in learning: b which types of TV presentation hold the most appeal and which are the least appealing? • which TV forms (humor, music. drama, etc.) can best be used to present which health topics? • can viewers identify with characters very dif- ferent from themselves? Does identification increase learning'' • in what ways can music and song be used to convey factual health information? p how can Gght and entertaining elements bc used without losing credibility of the mes- sapes? p what is the best balance between entertain- ment and serious treatment of content? • do viewers change their behavior as the result of watching TV health messages? Appeal is important because the seriec uill have to attract and hold a large audience in com- 11

1 t I obatn ctUMer P9 r F~v f e`'-~r`` at d~ e~ ~e 1n ~ AA n „s~~ ~ .c' b ~r x~bf`: T••Q `` ue~td Hntm. t7~,,, Y c .~...~ S.. -krmM..` y.lWra~e Dlapostie Charts like these, prepared by CT µ''s know onl,v riscerall,v-which elements and com- researchers to plot results oJ appeal studies on binarions of topics and treatments to use in de- test pi•ogram elemerirs, are studied b,v producers veloping an inJormatire and educationally and writers, telling them what they once could eJjective television show. petition with commercial network prime time programs designed purely as entertainment fare. To assess appeal and effect, the sample reel segments were varied in subject and treatment- sketches, song. "cdmmercial" type spot an- nouncehtents, drama, interviews, animated car- toons, documentary films and comedy and satire. Test audiences expressed a preference for more serious content and treatment than producers had predicted on the basis of known viewing pat- terns. Encouragingly, most of the sample seg• mens were found to be sffective in conveying information; many in the test audiences increased their health knowledge markedly as a result of a single viewing. Additional studies are now being done to determine the optimum amount of information to incorporate in each program. The research also revealed a need for more work in developing strategies for influencing in- dividual health•behavior, Ingrained habits and behavior have always proved least tractable and the producers are aware of how difficult it is to create lasting motivational changes. The CTW research staff will provide results of continuing test segment research. results of studies of TV and film materials from other sources, as well as studies of audience character- istics. From these, the producers can make con• tinuing refinements in both series concepts and techniques. Later research studies v6ill evaluate the series after it has been broadcast. A research advisory group will help plan several "summative" field tests and audience surveys which .vill be pei- formed by independent evaluation agencits to gauge the impact of the broadcasts. n

OUTREACH: Reinforcing the Message Attracting a mass audience for the health series and providing followup information about the availability of local assistance on topics co%ered by each program is an integral part of the CTW health project. The Workshop has been successful in drawing millions of new viewers to public television lSesanre Street and The ElPciric Compan}• have more regular viewers than all other public TV programs combined ). It has also pioneered in developing unique community follow through projects involving viewers, parents. educators and others interested in reinforcing the educa- tional message of the TV shows. Building on this base, the Workshop will help create an extensive national outreach project centered on local public ulevision stations. This will involve cooperation with national health or- ganizations and community level medical, health and education groups. Among the information odtreach projects to be undertaken will probably be~ • local public television programs designed to follow up the national series by focusing on information and treatment available in the community. • creation hnd distribution of community health services directories, published in conjunction with local public TV stations as both a con• tinuing rfminder of the show (and its several broadcast times) and a ready reference to available neighborhood health services. • a series of informational posters for schools. churches and other institutions, summarizing in graphic form key information on major health subjects covered in the series. • foreign language simulcasts of the program on local AM and FM stations. • a newsletter for medical and health profes- sionals, teachers and community leaders. de- sipned initially to keep them abreast of devel- opment of the series, and later to brief them on series content in advance of broadcast dates. • a general circulation publication, either in newsletter ot magazine format, to provide advance intoratation on broadcast topics and to reinforce program content as well as report on reaction to the series.

I 14 A national promotion campaign. utilizing newspapers, magazines, radio and TV, wi9l he designed to increase awareness of the sci•ies and uiaderscore its educational objectives. , Film and cassette excerpts from the series may also be made available to schools and organiza- tions-depending on availahiiitc of funding as thk first season progres.ccs. Appearances at meetings and conventioi>s of health. medical and scientific organizationa, will extend notice of the series and the producers' ptanc to professionals in health. educauon, eorrr- munication% and related fields. A rr.ajor commercial network TV special will probabl) also be produced shortl) before the series' premiere to reach poaential audicnces who might not otherwise be familiar with public tele- vision programming. The N'orkshop's Community Education Serv ides division (CES) operates seven regional of- fiCes across the cour.trn staffed b\ spmialists in outreach work with the urban and rural poor. Their role will be to work with local pub6c TV stations in drawing attention to the programs and to encourage communi:y members to use the information and assistance thc% provid'c. Seminars, briefings.and distributionof ptomo• tiunai and health information literature are among CES actKities planned for the health series. %-I ~ --- --_..-- Testing and screening Jnr > arirnn IirnltH prof>- Irms will br rncu>~raRcd bs the CT pi' IrealrH srrirs. Hrrc, a skrtch srrr.%sinR the eair of oh- taining a In•pertcnsirn> clrr~ Aup. L~iralsroriom wrf) help the rien•rr find the 1Km nrarh,y health care fpri/itir.t.

ialdahOra end 11oic Force Membees btrrFt,lg dte jaribtlfry ond development atages of the eertesr CTW sta# members worked with more 11wn 300 experts E'n fite heaM, medfcol, educationd and commrtnicotlorrs Felds, some o1 whom are ~fSfCf~ ~be~Ow: FeaQCY AcoR., Aesbtg Depwy Auo esote qtnaor, OBin of Commmrka sfons and P.blk AHak+ Nea1sA Srrv. fea AifmtnWration, NE`W, RackvQle. Md. 1N.jor ,L9u. Ademc, RN, MS. Eduro- Joa Cerordsnator, Wedrsr Reed Anny ~nsutare of Nvrsing. Walter Reed Army Medual Center, Washo,gton, D.C. Rekn ARs.ndet, Soc1d Worker, Child Proreevton Teom. Untvnsrty oJ Co1o- rado Medical Center. Denver Itw Atlkoq Our.Reach Worker and Cosrnalor, Alto-Eass Servke Center, New York City Rooald Aadersen, PbD, As+ociare Pro. /earor, Center for Nealth Adnuninro• rive Smdks. UnNesisy oJ Chicego VtrdeL Aptar, MD, MPH Vke-Pres• Idenr /or Medrcal AHata. Tjrr Nasional Foundanon. Thr Morch oJ Dunrs, New York City BAeelee Aresed, MSK' Direcrm o/ So- efo! Servseas, Bronx CShcdrsn's Psyrh!• orrk Nospital, Bronx. N.Y. Rib Afllne, Senior ComprehensnY Health Coordinator. Comprehenwe •Plmmfng Agenry. New York Chy Dadd Atehod, Writer, New York CYry J.c uel{oe g.etrln, Producer, New York City Mmy EaeErloq Natiowl Ce+ue. for Nsalth Services Research and Develop. ment Nealrb Servke+ Adretn4srason. NEttf, RockvtlG, Md. Jo®n L Mes, Jr., Direetor, Speelal Education Prolecn, O0fre o/ Cmrornu- nkartons and Public ABasrs Health Services Adn+a+wrarion, NEI~, Rork- vtlle, Md. Nel! Dalanoll, liD, lsdstrsretor OHfee of Jrarnrctbnal Derefopnuns Harvard School oJ Publie NeahN. 6onon 8. DaHd dmU, MD, MPH, Assiaont Pro/ssor, Department of Community Medkine. Ms. Sinoi School of Medf- eo,r, New York City Maeibe draud, RN, Family Nwx C/inicsan and Asshsou ProJeasor. De- Panmrns o/ Noman RWody, Unlver• ~ ol Konms Msdkal Cesuer, Korwv Helm Batna, MD, Med(oaI Director. Family Plaming for Better Living, Untversity o/ MsswWpi Medical Cen• ta, !ar Jcson es1 dan, MD Astitranr ProJesror of Physiology, Mlierr Einsbem College of Medicine of Yeshiva Univershy. New York Cky Gaq Beithb Wruer. New York City Iod1tD~e, AN, As,rtaant Pro/er sor, Sehool Nwse Pearokioner Proa gram, Untwrsiry of Colorado Medlool Center, Demer B.ndeft deMm.u, 6dratltion Dbeesor, Eqsdrrox Jnss4ure, Dauon 7Ltsma bke, ND, Ryemeh Assoc!• are Center /or Metropo(ban Plannt+te aru3 Research, Johm NoPk/ro UniNer• sGy, BeUNnorc Bta1 IIWmeq MD, Director Deoart• tnnu of Mmnroil and, ClWt} Health. Dartmonth Medkol Sehool. Nonover. N. N. &tpr ~orptn, ftD. Durtrunid+ed ProJesxor ol Sortology, Qweru Cob e e, tlu Ctry UNreshr ol Nsw br York, New York Ciry Notmao Dosbll, Writer. New York Cky Dsvld RuweD, Faeu!~ry o/ Social SN- ~rta< o~, tlss'iverary, BBC. Robeet T. lowrr, lMD: Director Ba- reou of Social SNena Rettareh, Ijrath- bsgron, D.C. Lbtb !ralow, MD, dWH, Dean. School ol Public Health The Center nlrNealth Seiencei. UCL1, Lot An- Robet R!lsooty MD, Medical OB'i. ea, National Center /or Health Serw kcs, NEW, Rockvillr, Md. Roy Bsow., MD Asroctate ProJeuor,. Deponment of ~ommuisUy Medkine. NwriNan Disiston, Ms. S'omi Sehool of Medkine. New York Cuy WiII{sm erowq R'.her. lNew York Ch~ Htldegsy~, MD, P%/euor of Psy~ ehsasry, Baylor College of Medicine. Houston Asa Esmtwidp MA, D+netor. Adolesr ernr Health P.*ct, School of Publir NeoAh Columbia Universoy, New York Clry JoLp Bn.nt, MD, De~pn, School of Psrblk Healfh: Director. Center ,ov Community Neolth Syntnu. Co/umbio Unwenfry. New York City JoL. CoDan, Neolth .Adtncnse, The Martin Ltuhn JUng.Ir., Neighborhood NeaJth Centa, 6ronn. N.Y. Mug 3. QtMfeeo.e, MU, Executive D1r eeesor, Srs Jnlormaston ond ddsuation CowcA o) thr US, New York City DtnSet Cdt.ion, hD, Doecsor, insrr:, rooe of Society, Erhk~; and the Life Seienns, Nasshgswn•Rudson. N.Y. B/. ND~f.l,l ~~ Msaaurr. Robert It.~I~pn~~rps~ , 1~lD, Direetw. Vvery ishy o% Mkhtg ~Mede»I Cen~ ter, Ann Arbor BMe0 ~, MD, Clinical Pro/esror of PsrMk Nedth, Corsull Unnrrsny Medfed College. New York Ctty

Doovase Cater, Director Communi- rnrron and Sonrq • Asprn Fnsruurr• Ar pen, Colorado RobM Cboate Chairmon, Couneg on Childrrn. Medm and Merchandumg. Washington. D.C. fi.ert Cln4, Medical Reporter. Wafi- tnglon Bureau, Newsavek, Wadong• ron, D.C. Geald S& Cohen, Associate Director. Health Care Technology Dtvisan, No- tional Center lor Health Srn-icrs Re- search and Developmenr, Health Sen- iret Adminittrorion, HEW, Rockrg/e, Md. P&ni Co6eo, MD, lnrrrueror in Medr- cine and Child Heolih A Derelopmem. The George Warhingron IJnn•rrnq• Medical Center. Waahrngron, D.C. Howard Cobn, Fxecurh-e Ediror, Med- icel World News. Ne•• York City Altredo Co11, Communir' Orpanizrr. East Harlem TenonYs Couneil• H/P Program, New York City Jobn Co/ombotoe, PhD, Associate Prolasor of Secfornedreol Sciences. School of Public Healrh, New York Cnp Jama P. Cornu, MD Asroeiate Pro- leamr of Pslrhwu), ?tale Child Study Cenrer, Neu Harrn Jobn Couger, PhD, Prolessor of P+y- rhotogy, Unnernry of Colorado Med- itwl Cenrer, Denrer tiistu 7Jta Morle Colter, RN, Admin- Enrmire Assistant, St. Anthon)'s Hor- pual, Los vegas. N.M. Frank I. Coeetto, MD, Associate Dean lot ConrtrWn8 Education Child Protection Teom• Universiry AW Cokr rado Medical Crnrer, Denvrr Dbare Craae, PbD, Arsoriare Peokuor oJ Socrolo y Uniwrstry of Penns)d• vonir, Phifaddphia C.rloe Corvae, Student. Nrw York City Nkbolu Cnnninghate, MD. Director. Wagner Child Health Srarbn, Depan• ment of Communby Medicine, Mt. Sinai School ol Medicine. New York CJq• Dim Dean, RN, Director. Nursing Educotion Mt. Hood Community Col• iege, Greskan, Ore. Arlbtn C. DeCeaS, MD, Professor of Thrroprartcs, New York University School ol Medicine, New York City Rick Del,one. Assistant Commlrslonee. Addiction Srr.lres Agency, New York Ciry Hore W. Drmeble, MD, F.ovanburg Professor and Chairman, Department of Communur Medicine Mt. Sinoi School aJ Mrdirlnr, New ~'ork Cuy Sidney Dlomood, MD. Neurologist, Mr. 3rnal School o) Medirine, New York Ciq• Hekn Dkkens, MD, Associate Profes- sor of [+bsnarics and Gynecology Univerairp ol Penruylvanio Medreo~ School. Philade/phia Anbnr H. DUky, Ercecurh•e Assistant to the Chancellor. The Univerdry of Trxas System, Austin Chapldn Edward DoblEol, PbD, Do nrror, Drponmenr o1 Rel ioru Min• urries, Yale Medical Sciool, NeM• Ho.en 6tepDen Doro, EXK'nth•e Direrror. Provident Hoapuol. Chicago Joce Dopte, Esecurh•r Director. Eau Lo) Angeles Health Tark Force, J.or Angeles Jnlce A. 8tehand, PbD, Atrociare Proleuor Deparrmenr or Behavioral Scirnn, the MJron Hnihq• Medical Cenrer, Herrhey. Pa. Leon Ehmbcr~, MD, [kul o Psychil on), Motrrrhusrrrr Gennai odpual, Boaon UoYd C. Bltm MD, Presidenr, Me• harry Medical toJlege, Nasle,lUe Jatk &laion, Pbb Prolessor and Dr- rector. D!'rrnan o Sodomddreol S,r. ence, School of ablir Health. Col- mnDro Unn-ermy, Ncw York Cny Ilowod Eaaa, V,'u•e Pnridrnt, Health ABoin, Equitable Life Arn6rann So- ek:ry o1 America, New York City Nolan 50816 General Supennrendent• Dallas Independent School District. Da@as Jmdan Evell, MD, Dinrtor of Com- munity Relarions, New York Cir? Health and Hospitals Corporanon. New York Ciq• Denab fi. Felk, Asruranr Admrnrsrro- tor, The George Worhm;ron Unn er- siry Medical Cenrer, War7~inrron, D.C. Rlcbnd F"toom, MD, Chie/. Child and Family Health Dhirion. The Chd- dnn's Hokpuai Medical Center. Bo3• ton Auub Fepdmtn, PED. Professor of BioSratlsucs. Hanard School of Pub- lir Healrh. Boston Hrkn Fkld, RN, Regurerrd Nurse. Boaton Mn W. Flne Ereemhv Direrror. Commhret lot ~artonol Health lnrur- ancr, Waghirgton, D.C. Crabtto Finuq. Cornmittioner. Ad- diction Services Agenry, Neu• York City K" FIq% Health Educator, Marernal d Child lFeahhlFomily Planning Cen- tn Mehanry Medical Co)lege, Nash- vRj e 71bmu lel.betry Seienre Reporin. Ttme, /nr, New kak Cuy Dolorn R. Fkst, Etseurhe Dieecror. N{w' York Srate lnreroeency Council on Critkal Hrahh Problems. Albany Lored. Ford, RN EdD, Dean of School of NurHng birreror oJ Nurs- inp or the Medical Cemn, Unit rrahy oJ Rorhesieq Rocharer, N.Y. 16

Selmo FMlbeeq MD, Drrector, Child Dr,elapmenr r•rorrct. Department of Psychtim' , Unnersny of Mic/ngan. MrdirAl School, Ann A.bor EbareM H, Fnder, MD, Proksmr of Ptl•: hiatry, Horvard Univerdry; Psychuirriu•imC'hiel. McLean tlospi• tol. BNmonr, Mosa. Glen friedmeo, MD, Pediotrician. Srottsdole. Asi=. Rober~ FucbcDer~. Deputy Director. Dr.-uba of Heahh Inten•rt- Sratirrirs. Heahh Srn•icts Adnuninrarion, HEN', Rorki tiie. Md. Cl.rk ,Gesner, {VriterlComporrr, New York Ctry R'Illlam C. Gibsoo, MD, FRCP, Forr uln of Medirinr. Depanmem of the Huror) of Medicme and Sritnre. Uni. verarr) of Bntish Columbis, Von. cou+er, Canada Phlllp,Ginelmxa, Exrcutt.e Productr. Gatelmon Film Astocuttel, A'er York Crry Wllliam Gluhr, Chairmon, Depatr. men! of Comrnunh) Health. Alberr Ernnern Cnllrge of Medtcinr of Yr• dhhir lJnMKny. Ne+.• York City Rau Godfeey, Dincror of Informotion, Addirnon Services Agenry, Ntw York Ciry Joel Goldln, D11fD Adlunrr Artoci• are Profreuor, Columbia School of Dental and Oral Sbrgery, Columbia Uan trtiry. Neu• York Ciry Bo Goldman, Wrlrer, New York City Ketiaetb K. Goldsteln, MA, Lecturn, Srunce N'ruing Srminar, Gryduote School of Journali.rm, Columbia Uni• vtrsrty, New York Ca) Noemx Good.in, MD, Vice Presidenr, Ambularory Care and Canmunirq' Hralrh, New Yo.k City Health d Hos• phalt Corpomtion, New York City Mtlton Gsom. MD, ProJessot of Psy thron) ond Darrtor. Division of AI• coholwn, Addrerwe Drreasr Hospita/, DoM•nsrme Medical Center, Brookyn• N.Y. Joxo Grtoow, lnstructor. Program in Nutrition. Trarhri s Coqtge. Co/um• bia Universiry, New York City Aleo Guttm.eber, MD, President, Planned Parenthood Federation of Anrrriro, tnc., New York City Mkbxel HWberem. MD. PhytFcian and Writer, Warhmt•ton, D.C. @3lowxtbe Heer4, MD, Director Cen• nal Cuy Communiry Mrntal ~ledth Center. Los Angtles Here Hmtig Writer, Ntw York City Alra Harwood, PhD, Anthropologist. Bosron John Hetcly Doctoral Candidate. Dt• parrment of Health Education. School of Public Health Unirertity of North Carolina, Chapel Nill RoAert Htlcber, MD~Dirtrtor. Family Planning Program. mory University Mrdreci School Atlanta 7. 4lmothy Heda, AdtninistraUue and Communiimionr Auutanr to the Di. rrctor, Institute of Nurririon. Univer• tiry of North Carolina. Chapel Hill Howard Hbtk MD, Dean. Harvard School of Public Hedth, Bostoa RoEa1 Hill, PbD, Director of -Rr 'ash• atarch, Narionol Urban League. ington, D.C. GodfreY M. HoebRxum, PhD Pro/esr aor, Deporrmenr of Health EJrrcanon, Srhool of Public Nralth, University of North Caroluu, Chopd Hdl Poha Hotloiaao,~p, Auinant Vice President. Medieal Departmenr, Health Insurance Plan of Grrater New York elew York Ciry P!m Halser i:omieeaiity Rtlations CoP ordtnator, }loipira Inr., New Haven CbWa Homdon, MD, Prohsror De• pa.rmenr oJ Community MedSdne Unive.:try of Vermont Medicoj Srhool, Burlingron 6toegt B. Howard, MD E>Kcuthe Vice Prtaidrni, Amerirnn J04ical AP tocronon, Chicago IloLert Hotcbta>;a. Asmcmte Doector. Nanonal Chanp 8houn fo,r Smoktng and Health. HEW, Rork.tlle. Md. Mirii11m. Im.ra, PDD, Pauor, Arlhng• ton Srrter Church, Botron Annk ~HMA, Htalrh Ednro- don Conrubant, talth ogd Welfare Divizion, Metropoluan Life lnsuronct Corripany, New York Cny Cotlene l.eker, Playwright, NeM• York Cpy AtbErm 7acoby. MPH Executire Dr• rtcriu, Mental Health Film Board. Nrw York City Cbavla A)rmew~v , Md, Chief of Prd+arrlcs. The Children°a Hospirat Medical Center, 8otion 1r.Lns 7rmb,_PED, Pro)ettor Institute o Nunan scflaisonf, Yale I}nbYrsny, hfew Haven Notw 7erome, PhD, Associate Profts• sor, Depar+ment of Humbn Erolog). Un&erNr'~ 01 Xanms Medical School. Karimr Guy O.oa'he lobcson, PhD, Auittont Pro- 'ess;or, Department of Commrrnhy Medreurr, Ms. Sinot Schobl of Mtdo- rUU, New York Ciry• BA 7ones, Student. New York Cu)• Joy loins, Psychmrru Social Worker Child Protection Team, Unnersity o) Colorado Mrdieal Center, Denrer Ctnpfye YaGe. Institute of Medieint, National Academy ol Snenni, Wash. /ngioq D.C. 6dw.rd H. Kaas, MD, Diierior. Chan. nUr: Laborarory•. Bon n,Cay Hospi• talr Profeuor of Me~ictnr, Nonurd Medical School. Boston Joseph n, MD, Allenmorr Medical Cemer, acorna. N'ashtngron iVinform ftstg, Writer, Neiv York Cu)• RobeM Yebaoalts, MD Dtrerror of Admissions; Au4/om 11'rolasor of Medtcinr. Diritlon of General Medt eint The George WarJungtoa Unnrr• tiry }Nedunt Ctnterr, Waraingron, D.C. T

HemY Y~pe, MD, Pro/usor and Charrman, Deparsmenr of Pedratrus, Unhemry of Coloraao Medical Crn• ter, Den.er Kenneth HeohabalChairman and Er. «omt Doecsor cornegu CounrJ on childrrn, Nm }!oa en W'IBlam Kasen, PhD, Prolessor of Psychology, Yale Unirequy, New Haren D.Hd Keccoer, MD, Study Director. Insdsure of Meduine. Aatronal Acod- trn)• of Srrrnces, Washington. D.C'. Jerome llnlttle, MD, Pro/euor, Dn•r• »on oJ hurnuon and Memlrohsm De- parrmenr of Prdrarr,cs, Mr. irnai School of Medrrmr, New York Crsy Keith Kott, O11uY of Communirarsons and Pubhr ADmrs. Health Sar+ces Admsntsrraran, HEN•, Rock,ilie, Md. MelHn Keoot, MD, Dsrector, Medrral Ontology Unu, Lemuel Shattuck Hos• pisal, Jamarco P/am, Mass. Auttio 1(ntrcler, DDS, Presrdent, Foundat:on 01 Thanarolog). Colum• biaPrtsbyterron Medu•a1 Center. Ae.. Ymk Cuy Kenneth Laad, PhD, Vrsmng Srholor. Russell Sage Foundanon, AtN York City PLWp R, Lee, MD, Prolessor o/ Social Medicine, School of Medutne, Un+• Vernry of California eu San Francisco Geor4e 1•eRetu, Wraer. NeM• York City G%aHee A. LeMalcbe, MD, Chcn• nllor, Thr lrnnersrq of lexas Sys• tem• nsunn HoRard LereolRal, PLD, Professor ol rs)rholog). Umrerany of 8'uronsrn. Madison Lowell S. Lerln, Assocwrr Professor ol Public Health, Dtparrment of Ep+• drmrolog) and Public Health. Schooi ol Mtdumt, Yote Unrnenu). be- Na~ rn Sol Ler/oe, PhD, Unnns,ry Pro}tssor. Bouon Unntrtnt), Bosron CAarles B, l.e*ic, MD. Proleyor of Medrtme, Dnuron of Ambularory and Communuy Medicine. UCLA, Los Angria Hesbeet Lnltasoh, Assirmnr Prolts. sor• Deportment of Cornmpnuy Health. Alhers Einuein Coiltge o1 Medicine o) Yeshrva Unntrsuy, Nt- York Cuy Georqe 1. Lythcon, M4, Astoriatr Dtan and Pio)essor of Ptpmtrus. Col, ltgt of Physicians and Sur8eons. Co• hrmbro Unnersny, New Y'ork Gq• Roo MecMUleo, Health Stniris Ad- mmwranon, HEt4•, Rorkcille, Md. Arthur Maler, Media Consultant, Health Insurance Inuautt. New York Cay Pe>Igy Mano, Wrner, Ntp• York City Bayleu Mamdng. Pnndent, Council on Forngn Relanons, Nrw York Cuy Robert Mmalay, Editor, 7Le Atlantic MontNy, Boston Donald Marcuc, MD, Assoriare Pro- /ettor ol Mrdrnne. Albrrs Erruteus Co)lege of Mrd,rmr of Yrshna Unr rashy, New York Crp Paul A. Marlw MD Vtrs Prrsiiltns of Health Snrnns, Cofumba Unnersul, Ne»• York Cu) Carler Maresotl, MD, Assorwre Dean for Health Caretr Dnelopsnent: As- soemre Protesror, Deparrmmt of Com. mtunity Mtdicrne, Mi. Srnar School of Medicine. Ne~ York Cuy Prou gi.ngin Spee~ Pla ned rPmenrh d of Nt. York Ca)• Robert Mesiaod~MD, Drrecror. Ado• Irmm Health are Unu, Thr ChA- dree f Hospital, Bmron Judhtt Maneare, PED Assoriate Pro- lessor, Depaumenr o; Commun.l & Prr,rnehe Medicme, Medical College of Pens)ivanm, Philadelphia Jean Ma..xt. PLD, Professor of Nu• rrinon. Hanard School of Public Health, Bosron Aageb McBrtde, RN. MS%, 4 ssoram Professor ol Psychsotru .'su•s,ng, School of Nursmg. Yalr Unn r.uq- New Haven MIcle.e1 MeCdley, MD, Assorsorr Dean Jor Allied Healrh: Assorom Pro• lessor of Medrrme. DwL,»n of Gen. emt Meda•rne, The George Wash,uF. ton Unr.ersiry Medical Center, /i a.t:• ington. D.C. Dick McCue. Producer. Ntw Yo.; Cuy Herbert H. MrDade Jr President ond Publssher. Family healh, Inc.. Jtr.. York City Ello McDooald, Director. Fomrly Planning Program. Humon Rrsou.res Admmirnarion, New York City Walter McNeraey Presidrnt, Blue Cross Auorrarson• theago Da.id Mechank, PDD, Proftssor. Dt• W enr of Sorrolog). Unneun) of nsrn, Madison Hertold Metilln, Editorial Drrertor• Scunte and Medicine Publishing Cont• pon)•, Ner York Cuy Hnrold Mendeteon, PbD, Professor and Charrman, Depanmenr of Mass Commununtans• School of Commu• nlrorron Arts, Um,muy o/ Derner Jaclt Mecdelson, MD, Drrer+or, Bos• ton Cns Hospital, Boston Keith Mklke, PhD, Chaumon• Dr• pc+rrmrnr of Mau Communrcouons. /ndiano Gnnernry, Bloomsngson Judith K. Miller, Dtnrror, Health StaB Semrnar institute !or Eau..,• rional LeoderAip, Thr George tia..r.- ington UnnYrtu), Washmgton, D.C Joan $, Mo~eetEau, MD, D+recror. Adolesctnr Health Care Umr, Mr. Stnar School of Medicine, NeN York Cny Campbell Mose., MD, Mrifical Dr• ncrcv, Arnertcan Heart Auocwnon. NeM• York C.ny Revegead J. iteed Netsoa, Researrh Coordinator, Hospice, Inr.. NrM Hosen IE

Patrkta IseBon, Director o1 Health Sydnor H. Pm1ck. MD Associate Pro- Metio Ramleee, MD, Vice Prts,dem. Education. The Children's Hospital hror , kurgeri Unirer- Jasor oJ Psjc Texos Acadtmj of Famdy Physrrrans. Medical Cenrer, Boston , stry, New• Brunsw~tc, NJ. Romo sliella INedm, Peodurer, New Yorh PLUUp Pedmur, MD, Assisranr P.o)es• gohn Reyoolde, BBC Cuy so~ o/ Medume The George Waihmg- ton Unlrergrry- ~iledrral Center, Wash- Iullns Rlo6mond, MD, Professor of Joyce NlcEott, Dnerror Rougemonr- tngron, D.C. Child Psyrluasq and Humon Dnelop• Bahamo Sarelhre Chn,c, burham, N-C. mrnr; ProJessor and Choomon. De• A. H. Peetmnnet, Telen•ision Producer, parrmenr o) Prertnrne andSorral Med • Rpymon Noble, MD, Director ol New• Yor: Cop 41ne Han•ord Medical Srhool, Boston Emergency Room: Ariuront Professor , of Medicine. Thr George Woshrngron Myrna Pk1urh, MA, Dean. The Uni• lotm RNknhonm, PAD, Execurne Sec• Urustrrn) Medical Center, Warhrng• versir'~ of Texas Sehool of Nursnng os rerory, Pane/ on rkr Import of InJo'• ron, D.C. ~ Fort H'orrh marlon on Drug Ust and Muucr. Na• tional Aeadtrny o! Srrenres. N'ashrng• Horace G. OQden` Deputy Auisronr Gaard Pkl, Pubh rher, Seienu6e Amer• ton, D.C. Admrnuuaror 1or Information. Health ican, New York City HEH' Senues Admmunarmn Rock• Lnk RWeea, PhD, P.R.C. Meuody nom• , . r:lle Md. 7bomea Pfemtqe, MD, Drrrctor, Dyrr• lcs. New York Crq , sron of Genero{ Medicine. The George htoa Olekke, MD, ChieJ Residenr of Washington Unrrerse) Medical Cen• Lllian Roberts, RN, Associate Direr- Pedraures. Mardand Hojpual, NeM• rn, Was/nngton, D.C. tor,Drrrnn Council j7,Amtnran Ftd• ark trerion o/ Srare. Counp and Mumrl y Qrcater Pkra,, MD. Professor of Eda- Aew~ Yorl, r~y Employves AFL-CIO Karea Olnm, MD, Pediarrieian, As• corion and Pi •chrorry m rhe Faculty of , , sanam Professor of Medirtnt. Dreuron Medicine anJor the Graduate School DoniloBO A. Rodsignte, MD Pn•chw- of General Medrtine, The George Har.ard Unirersiry of Educarion , Harlingrn Texas trin N'ashmgron Unnrvsny Medical Cen• , , Cambridge , , ter, Washington. D.C. Helen Rodsigntt, MD. Director. Dr- Atrorney Gnenbaum HYn1et Pllptl Lincoln Hos• ponmem o1 Pediatrics GUDett OrAlt, MD, Vire President of . , . Wolg Q Ernsr New York Cssy , ptral New York Cuj Affilrouon: Assistant Dean !or Mrnor• , , iry ABous. Deportment oj Obsrerrars tYpDur L Pinder, )r.. Arting Deputy 3heseaa Rogen, PhD, Research Asso• and Gynerology, Menopoluan Naipn Drreuor lot AI'ensol Health. Ojfire of ciart, Bureau oJ Applied Social Rc• ral Center, New York Crry Comwumronons ond Publrr Aflaia. search. Columbia Unnersuy, New Eltna Padlpla PAD Professor and Dr• Heaish Se„ rtrs Admmutranon, HEW, York City , recror. Heairh Po~rn, Plannmg and Rorkr dle. Md. RoEen Rosenbna. MD, Senior Asso- Adn,rnisrrauon Program. Graduare Phy1W Pbtson, P<aD, Adminirrmror. cia,e, Honard Cenrer Jor Communu) School of Public A¢mnurronon, New Popularion !ry)ormarion Program. Health and Medical Core. Bouon Yord Unnkralq, h•tw York Cu) George WashinRron Una•ersuy Med• lral School Wdshrngron D.C. AlDerl Roerefeld Scienre and Medical Altjandro Panltpue, MD, Psyrhiasmr. , , ~ Wron New Yor CUy Bronx Mernal Heolrh Cenrer, Bronx. Ruth Podlroetd Srudenr, New York , N.Y. , C:ry 4Domas H, Rosanwald, Vitt Ptesidtnt, Marketing, MEDCOM lnc. New• YorR Ben Pmk, birrrro:, Field Prolrcrs in Al.ia Poucvind, MD Asrocmre Proa . , Cuy Health Care Communitarions Lob. School of the Arrs• New• York Univer- lrssor of Pn•rhiarrj, t•larrad Medical Srhool, Bosron Stui RaLin, Produorr, Hollj•wood suy, New Yark Cuy. Aktooder Proiton MD Boston UnF- 70bo Rnyyt 7r., MD. Assiran' Pro- Ron Paeln; MD. Fello>, in Primory , , wrsrpt Boston Jessor ol Cflaical Medinne, Dnuior Dnrsron o) Ceneral Medirme. Care 01 Dermarolog,o, State Urn~•rrsM o) . The George Nostmgton Uhnersir) Nerw•ork Jor Hatve) PNee C nsulranr Nr•• York at Sronj• Brook: Chouman Warh,hgron Medical Center D.C. , o Ne.• Connnwng 1~ledrral Edneenon ol Task Fortr on Eduranonal Pro- , , , York Coy grams lor the Publir, NarlonrJ Pro- Je.epL Pahetwn, OrPH, Er<NuneY Drrtcror. Hkalth Care Amhor/rj, Mrch- MkAael Qulm, Assisronr so the Chon• grom lor Dermmologj, Ba)- Shore. •Y. Igan'Srare Um.rrsiq•, East Lorurng eellor, Umlerstry of Texas. Austin 19