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PRESIDENT & CHAIRMAN'S REPORT Dr. Hutter Mr.Jonas On our cover: Dr Denis Miller and Cathy, who has been under- going successful treatment for leukemia, in the Pediatric Day Center of Memorial Hospital, New York City. In 1981, the Soci- ety spent $54.5 million for research, including $9.7million for leukemia and leukemia- related research. The volunteers of the American Can- cer Society face the greatest challenge in our history The Federal government is asking the private sector to assume greater social responsibility for cancer control-for dealing with the human problems involved. The American Cancer Society has been successful wherever we have di- rected our attention. Our earliest efforts taught the public that cancer can be treated and cured. Having established that life could be preserved, we next directed our attention to making life after cancer worth living-first by phys- ical therapy, and then by strong rehabilitation programs. Today we have a need for more spe- cialized volunteers whose warmth, good judgment, and oftentimes per- sonal experience with cancer are sources of support for the recent cancer patient. Today's challenge re- quires expansion of programs to im- prove the quality of life for patient and family approaching the scope of our Reach to Recovery program for breast cancer. Therefore, we are encouraging research proposals in these psycho- social aspects of cancer. Our research must continue to focus strongly on segments of the environ- ment such as the workplace and to- bacco. Most cancers, perhaps 70-90 percent, are related in some way to en- vironment or life-style. There are cer- tain clues that diet may be implicated in cancers of the stomach, colon-rectum and breast. Cancer Prevention Study II should shed further light on this matter. We will make stronger and more effec- tive efforts in the early detection of can- cer so that until we can prevent the disease, we can diagnose it while it is most curable. We have anguished over the need for positive incentives to moti- vate apparently healthy people who harbor incipient cancers, to have them detected and treated. Finding the causes and cures for can- cer are medical and scientific prob- lems. Eliminating the causes- prevention-may well be personal, so- cial and political problems. If you have any doubt about this, just think about cigarette smoking and cancer. The Society's new role in public issues and cancer must be one of an aggres- sive advocate of prevention. Constitu- ent pressure is one of the greatest assets of a volunteer organization. The American Cancer Society has one of the largest potential networks of con- stituents. We must train our people so that we can mobilize this strength on short notice. We must also broaden our minority involvement and communications to include the Hispanic and native Ameri- cans. Our early programs with black Americans have taught us an impor- tant lesson: We must utilize minority communications channels and tech- niques in order to succeed. The Society has a timely opportunity to move ahead in cancer control, for our strength should always be where it has been-in our grass-roots volunteers from local communities where cancer strikes people. And so that the grass-roots strength of the Society shall survive and be most effective, we must keep it the core of our organization and the source of its greatest support. We are increasing the number of local Units of the ACS to better serve our communities and mar- shal their resources. Our re-emphasis on door-to-door fund raising and edu- cation increases our most valuable asset-vodunteer involvement. Obviously we have decided that this is not the time to rest on the laurels of past successes. Through the efforts of overtwo million volunteers, the Ameri- can Cancer Society will take advan- tage of the changing opportunities in cancer control and provide the lead- ership that is needed for success. RobertV., P. Hutter, M.D. President Allan K. Jonas Chairman, Board of Directors

EXECUTIVE VICE PRESIDEIVTS REF'ORT Mr.Adams The theme of this Annual Report is Progress Against Cancer. Progress, for the American Cancer Society, is always measured ultimately in benefit for the cancer patient. The Society's method for achieving progress has been goal setting. Raising our sights each year, we have consistently broad- ened our horizons and enlarged our effectiveness. I n 1970 we set a seem- ingly impossible goal of raising $1 bil- lion during the decade for cancer control. We met and surpassed that objective. In the 1980's we're com- mitted to raising $3 billion to meet the constantly increasing demands on our programs. Our Crusade is well on track, as this report showson page 12. Our total income for 1981 has reached $200 million. Meeting and surpassing goals inspires us to even greater advances for the future. We are also motivated by the realization that the voluntary sector is expected to play a much greater role in America's health during the 80's. We continue to plan for progress with a new Cancer Prevention Study, CPS II. This new effort will enable us to answer a wide range of questions about the effect of environment and life-style on cancer induction, and will therefore give us new clues to prevent cancer. Building on the unique capability of the American Cancer Society to inspire lit- erally millions of volunteers to work for cancer control, it will enlist 85,000 vol- unteer researchers throughout the country and will include the voluntary participation of more than 1,000,000 Americans. It involves an ACS commit- ment of $13 million during six years. We know from experience that our vol- unteers are the most effective field epidemiology workers: They achieved better than 98 percent follow-up of subjects in the first Cancer Prevention Study! And, of course, they contribute their time and effort. If a similar study were undertaken today by the govern- ment or by private means, the esti- mated cost would exceed $100 million. The American Cancer Society can be proud of its part in rolling back cancer. Through our research programs we have contributed to the advances that helped make this possible, and that will help to diminish cancer's toll in the 1980's. And through our programs of clinical investigation and professional education, we have aided medical spe- cialists to employ the latest information and tools provided by research. This Annual Report is remarkable for two unusual surveys of progress in cancer research and in medicine in the following pages. The American Cancer Society is fortunate to have two outstanding authorities as Senior Vice Presidents. Dr. Frank J. Rauscher, Jr., who heads our research program, came to the Society after directing the National Cancer Institute, the largest cancer re- search institution in the world. Dr. Rauscher has had an outstanding ca- reer as a virologist, during which he was credited with a number of impor- tant discoveries, the most important of which was finding a new mouse leukemia virus. Dr. Arthur I. Holleb, our senior medical officer, has had a distinguished career as a cancer surgeon, clinical inves- tigator and educator in several of the outstanding cancer centers and medical schools in the United States. Dr. Holleb is also editor-in-chief of Ca, A Journal for Clinicians, published by the American Cancer Society. The 2;300,000 volunteers of the Soci- ety can all take pride in the promising advances reported herein. Lane W. Adams Executive Vice President

PROGRESS IN CLINICAL CANCER CONTROL SOME PERSONAL REFLECTIONS BYARTHUR I. HOLLEB, M. D. SENIOR VICE PRESIDENT FOR MEDICAL AFFAIRS There has been great progress against cancer in one medical lifetime, my own. And a good portion of that progress is attributable to the National Cancer Act of 1971-a mere decade ago. I was privileged to witness and participate in some of the significant Ameri- can accomplishments since the days of my internship: • The death rate for cancer of the cervix has been reduced by 70 percent due to the wide application of the Papanicolaou test encouraged by the American Cancer Society. Finding precancerous lesions or early cancer of the cervix and prompttreatment have saved many lives. • Years ago, the typical breast cancer in women was the size of a golf ball when first seen, and most already had spread to the axillary lymph nodes. A Halsted radical mastectomy was the standard surgical procedure because of the extent of the disease. Today, we see in situ (non-invasive) breast cancer and other "minimal" breast cancers which have cure rates approaching 100 per- cent. Less extensive surgical procedures and radiation therapy are more com- monly used today due to earlier diagnosis. And if a mastectomy is needed, reconstruction is readily available. Drug treatment after surgery or radiation therapy now offers the promise of further increasing survival rates for those women whose breast cancers have spread regionally or may be colonizing in some remote part of the body. Due to the efforts of the American Cancer Society breast self-examination (BSE) is widely practiced and importantly so, because most breast cancers are found by women themselves. Today, we are seeing more early breast cancers than ever before. • Mammography (breast X ray) has become so valuable a technique in trained hands that it can find a breast cancer too small to be felt by the most experienced examiner. That's progress! • Choriocarcinoma, an uncommon malignant tumor occurring in the uterus after childbirth, was uniformly fatal and now is highly curable by chemotherapy, even when the cancer has spread. • Acute lymphocytic leukemia of childhood, once so terribly lethal, now has a 41 to 46 percent five-year survival rate. And many of these youngsters live on to maturity and have normal offspring. • Hodgkin's disease, which felled a number of my childhood friends and later, high school, college and medical school classmates, is now more than 75 per- cent curable in its early stages. • In 1950, Wilms' tumor of the kidney had less than 25 percent survival two years after treatment. In 1980, survival approached 85 percent. • Thirty years ago, only 5 percent of children with osteogenic sarcoma were alive within two years of treatment, which was most often amputation. Now 70 percent are alive at the two-year mark and some children are being cared for by new surgical limb preservation techniques. That's progress! • Other childhood cancers showing considerable improvement in survival rates include non-Hodgkin's lymphoma, Ewing's sarcoma, rhabdomyosarcoma, neuroblastoma and brain tumors. • My medical generation saw too many young men die of cancer of the tes- ticle as we stood by helplessly. Today, with the advent of new treatment regi- mens that have doubled the response rates, many testicular cancers are completely curable, even when the cancer has metastasized. Some urologic oncologists estimate a potential cure rate of 80 percent. • Certain types of lung cancer, usually resistant to therapy, are showing dra- matic responses to selected chemotherapy. Large clinical trials are under way

to determine the best approaches to reducing deaths from lung cancer. Considerable progress has also been made against cigarette smoking, a direct cause of most lung cancer, which is now the number one cancer of both sexes combined. I am happy to report that physicians are serving as exem- plars-the rate of smoking among doctors has decreased from over 50 percent in the early 1950's to about 15 percent today, and 33 million individuals in the United States have quit smoking. That's progress! • Colorectal cancer, the second most prevalent cancer, is yielding to ad- vances like the simple test for hidden blood in the stool and the flexible fiber- optic colonoscope which can examine the entire colon and discover very early colon cancer. Also, according to a 1981 report, permanent co!ostomies are needed for fewer patients. One comprehensive cancer center reports only about 15 to 20 percent of all co!orectal cancers result in a permanent co!ostomy. • Many other advances have taken place in one medical lifetime. We have learned how to identify better those people who are at higher risk for devel- oping cancer Years ago we had no knowledge of cancer families and genetic predisposition. We now have estrogen and progesterone receptors which tell us how best to treat a woman with locally recurrent or metastatic breast cancer. We had no carcinoembryonic antigen (CEA) test to let us know that a colon cancerwas recurring after treatment. • As a result of remarkable techno!ogical advances and training programs, radiation oncology has developed into a highly refined speciality. In the past we had no supervoltage radiation therapy; nor did we have the equipment which permits a superbly accurate beam to be focused on the cancer without dam- aging surrounding normal tissue. Modern radiation therapy has added a totally new dimension to overall cancer management. That's progress! • One of the greatest contributions in the last decade or two has been the introduction of the team concept in treating the individual with cancer. Today, the surgeon, radiation oncologist and medical oncologist combine their views and expertise to achieve higher cure rates and better quality of life. And, in the old days we had no real cancer specialists in Pediatrics, Gy- necology, Radiology, Surgery, Internal Medicine, Urology, Nursing and other disciplines. • We had no low-dose mammography, ultrasound, thermography, lasers, bi- ologic markers and biologic modifiers-and we didn't have the more than 50 chemotherapeutic compounds to choose from for our cancer patients. • We didn't know much about the special problems of cancer in black Ameri- cans and other minority groups. Today we are learning more about the particu- lar vulnerability of minority segments of our population to certain cancers. • We were neophytes about the psychosocial impact of cancer, and rehabili- tation of the cancer patient was almost non-existent. Today, special help is being provided by programs of the American Cancer Society-Reach to Recov- ery, International Association of Laryngectomees, Enterostomal Therapy, Can- Surmount, I Can Cope, Candlelighters, Clergy programs and others. Coping today is most important because we are curing more patients than ever before, and when cure is not possible, productive life is being extended. That's progress! I am not overly optimistic about the possibility of sudden and dramatic breakthroughs in cancer detection, diagnosis and treatment. However, I do be- lieve that the next decade or so will see the world of cancer control building daily on its earlier progress and successes, chipping away at one type of can- cer after another until most, if not all, cancer is preventable, or highly curable. Dr Holleb 3

9 RESEARCH AGAINST CANCER A DECADE oF PROGRESS BY FRANK J. RAUSCHER, Ph.D. SENIOR VICE PRESIDENT FOR RESEARCH This Nation's expanded attack on cancer, begun in 1970, is the most impor- tant, intensive research program in the biomedical history of any nation. Now, just 10 years later, it is also one of the most successful. Many scientists believe that the most important series of findings in cancer research is the understanding that cancer is essentially an extrinsically induced disease. People do not get cancer because they are people. Rather, most can- cers occur because of something we do, eat, drink, smoke and, to some extent, where we live. This is important because it means we can much better identify those substances and life-styles that contribute to the induction of cancer. We can also more intelligently influence the type of consumer materials produced by industry and the manner in which they are produced. To counter potential carcinogens, a new research strategy called chemo- prevention is being investigated. This requires considerable research but may well lead to the use of natural substances to prevent cancer. It also includes the development and use of antibodies and vaccines, such as those against her- pesviruses and Hepatitis B virus which are thought to cause cervical and liver carcinomas, respectively. HOW CANCERS START While the exact mechanism of how chemicals cause cancer is not yet -known, we now understand more about the process. Current theory is that a chemical first interacts with a cell, making it vulnerable to attack. Then another substance, which may not by itself be able to cause cancer, penetrates the cell, promoting a cancerous growth. Certain chemicals can perform both functions -that is, initiating and promoting cancer-or the effect may be caused by two or more different chemicals working together. Toward the end of 1981 it was reported"by several laboratories that people are born with genes important to embryonic and infant growth and devel- opment..They then "turn off" but if they are reactivated later in life, perhaps by exposure to excessive sunlight, or to viruses or specific chemicals, they may lead to cancers. Remarkably, a single gene has been found associated with cancers of the bladder, prostate and lung. Scientists can now explore the ques- tions of how these genes are turned off, how they are turned on, and whether there are a relatively few common molecular targets for cancer induction by a multitude of extrinsic exposures. Perhaps most importantly, might there also be a few common means for preventing many cancers? WILL TREATMENT WORK? A problem that has long confronted cancer specialists is how to best profile or determine before treatment whether tumors of specific patients will respond to any of more than 50 cancer drugs or other modes of therapy. Two important tests have been developed to guide medical management of cancer. . 1) The estrogen assay for breast cancer predicts response to hormones. Elwood V. Jensen, an American Cancer Society Research Professor, discov- ered a substance that binds sex hormones to breast cancer. He demonstrated that women whose breast cancer lacked the hormone-binding substance had little chance of responding to hormone manipulation. For these patients re- moval of ovaries or adrenal glands would not be necessary. 2) Another remarkable predictive test has been developed by Dr. Sidney Salmon and his colleagues at the University of Arizona. Just as bacteria are tested in the laboratory for sensitivity to antibiotics before treatment, a patient's cancer cells are now grown and tested to see if they are killed by cancer drugs.

This guides doctors as to which drugs and drug combinations will best serve the patient while reducing unnecessary possible toxic side effects. IMMUNITYAGAINST CANCER The body's immune system is an immensely complex series of defenses against poisons, viruses, and, it's now believed, cancer. A major part of the sys- tem depends on certain lymphocytes, or white cells. When a foreign substance invades the body or a cell becomes cancerous, these cells "read" its surface which contains compounds known as antigens or markers. Then they manu- facture unique chemicals known as antibodies that react with the antigens, sometimes causing death of the cancer cell. In order to help the immune system fight diseases, including cancer, scien- tists needed quantities of pure specific antibodies against specific antigens. It was almost impossible to manufacture them until a British research team found a way of creating hybrid cells (known as "hybridomas") that could be made to produce endless quantities of pure antibodies. Hybridomas, and the pure antibodies they produce, are reviving clinical strategies against cancer that had seemed hopeless. For example, such anti- bodies can be made radioactive and used to determine whether, how much and where the cancer has spread to other parts of the body. Or antibody molecules may be turned into "guided missiles," carrying anticancer drugs precisely to cancer cells without affecting normal cells. INTERFERONS Interferons are among the first natural body substances that can cause some regressions in some cancers. They appear to act on some tumors directly, and also stimulate the immune system. The ACS has made a massive commit- ment of $6.8 million to buy scarce and expensive interferons for its research investigatorsto test against certain cancers. As reported in medical and scientific journals, leukocyte interferon (even when only 1/1,000th percent pure) has been found to show some effect against cancers: prostate, ovary, colon, nasopharynx, cervix and leukemia. Current clinical trials, supported by the Society, have confirmed antitumor activity in some patients with breast cancer, multiple myeloma, lymphoma and melanoma. Interferons are still entirely experimental, extremely scarce and almost pro- hibitively expensive. But a. beginning has been made in establishing optimal doses, rates of administration and timing. We do not yet know which interferon will be most effective against which virus disease or which cancer, or what the dosage should be and for how long the responses will last. American industry has responded vigorously, with more than a dozen phar- maceutical houses, research centers and new firms producing various types of interferons. Successful cloning or genetic engineering touched off a particular expansion in interferon production and a reduction of cost. A prime ACS contribution has been to establish a data base of interferon activity against which to measure relative effectiveness of current and future interferons. The interferons may well be a prototype of a whole new class of anticancer agents-natural products, broad spectrum, of relatively low toxicity and of a different mode of action than anticancer drugs now in use. In summary, much progress has been made-far more than even the most incautious of optimists would have predicted in 1970. Our continuing task is to' provide more information and to find better ways of getting people to use exist- ing information now. Dr.Rauscher 5

PUBLIC EDUCATION CANCER CONTROL AT WORK About 62 million Americans be- tween the ages of 20 and 65 make up private industry's work force. In a report on the ACS study of the esti- mated potential economic impact of cancer and cancer control on pri- vate industry, medical economist Dr. David M. Eddy says that of these workers, more than 120,000 develop cancer yearly and about 60,000 will die of the disease. The study revealed that cancer costs American industry about $3 billion each year. In estimating the overall impact of cancer, the study team calculated.costs of lost time, temporary salary outlays, perma- nent employee replacements, life in- surance and lost future earnings. Medical.care for these patients costs more than $1.2 billion. This toll, says Dr. Eddy, could be cut back substantially by getting work- ers to adopt some simple preventive and early detection practices. The report states that the potential im- pact of worksite cancer control pro- grams would be to eliminate almost 15,000 cancer cases per year and nearly 17,000 deaths. The thrust of the effort would focus on four major cancers: lung, colo- 6 rectal, breast and uterine. These pro- cedures were included: • Monthly breast self-examination by all women employees. • Annual physician breast examination. • Pap tests according to ACS fre- quency guidelines. • Annual stool guaiac slide tests for all employees aged 50-65. • Cessation of cigarette smoking. The costs of a well-designed, care- fully monitored program would be, according to the Eddy report; far less than the economic toll on American industry. The study should help to encourage more in- dustrial leaders to adopt worksite programs. EMPLOYEE EDUCATION Many employers throughout the country have already established employee cancer education pro- grams. The Society is eager to as- sist in setting up balanced and ongoing programs that focus on the four major cancer sites previously outlined where prevention and early detection can save the most lives. Cooperative nationwide employee education programs were initiated this year with such major employers as Atlantic Richfield, Monsanto, Becton Dickinson, Campbell Soup, International Telephone and Tele- graph, Eastman Kodak, Western Electric and General Mills. A package of new materials was de- veloped in 1981 to help ACS volun- teers initiate and expand workplace programs. A new Program Guide, "Helping Your Employees To Protect Themselves Against Cancer," was produced for those large corpo- rations able to administer their own cancer control programs. This guide was developed in cooperation with the American Occupational Medical Association and the Ameri- can Association of Occupational Nurses. 34.2 MILLION REACHED This year, over 10.6 million adults and 23.6 million youth were reached through small group or one-to-one educational programs carried out by local ACS volunteers, a sizable gain over previous yea,rs. A concentrated effort was made to reach out to minority populations whose members suffer high cancer incidence and death rates. A package of materials specifically designed for blacks was produced, which will help supplement the So- ciety's ever-expanding, nationwide black club and organization pro- gram. And a recognized need to reach greater numbers of-Hispanic Americans resulted in plans for a special Workshop on Cancer in the Hispanics in early 1982. Especially popular were the teach- ing kits used to reach students in grades kindergarten to sixth. These programs, wh,ich stress building personal responsibility for health decisions in youth, also stress the merits of non-smoking. The Society's five-year nationwide smoking control campaign, "Target 5;' came to an end in October. Pro- grams on smoking reached 50 mil- lion youth and 20 million adults, and about 18,000 local ACS Quit Smok- ing Clinics were held. A wide range of innovative programs and sup- porting materials were developed and tested in the field. During this five-year period, there was a 27 per- cent reduction among teenage smokers and a 12 percent reduction among adults. Smoking OR Health Conference (top) develops "Blueprint for Action:' Exciting newposters (bottom) promote cancer pre- vention and early detection.

WORLDWIDE FIGHT COOPERATION In December 1980, the American and Canadian Cancer Societies, under the auspices of the International Union Against Cancer (UICC), co-managed a Pan American Conference on Orga- nization, Public Education and Fund Raising for Cancer Control. Approx- imately 50 Latin American leaders from 14 countries examined the prin- ciples and practices of North American public education and fund-raising pro- grams, dealing with mass media, re- cruiting and training of volunteers, physician involvement and leadership development. Educational programs in fund raising and public information were arranged for representatives of the Danish and Israeli cancer societies. The Society provided leadership to a UICC-sponsored Symposium on Smoking Control held in Budapest in October, and to a second Regional Workshop in Cancer Education in Schools which took place in Hong Kong in December. The ACS Teacher- Guidebook has been translated into 11 languages. ACS volunteer consultant Margery Wiesenthal lectured this year in Japan on post-rriastectomy rehabilitation and BSE. The host group wasAKEBONO- KAI, a Japanese breast cancer rehabil- itation group. Physicians from Ireland, Costa Rica, Ecuador; Liberia, Austria, Argentina, Singapore and Sweden were special guests at the Society's National Con- ferences on Gynecological Cancer and on Human Values. ELEANOR ROOSEVELT FELLOWSHIPS The Fellowship Committee of the UICC met in Geneva, Switzerland in March and awarded twelve ACS-Eleanor Roosevelt International Fellowships. Eight fellows will work in the United Kingdom, France and Switzerland. SERVICE AND REHABILITAl1ON THE CARING SIDE OF CANCER Victory against cancer is not complete without the restoration of meaningful life to the patient. The record-breaking attendance at the Society's Third National Conference on HumanValues and Cancer underscored the growing commitment of health professionals to the human needs of cancer patients and their families. New knowledge, more cures and longer survival, products of biomedical research in the 60's and 70's, "account forthe luxuryof ourconcern forhuman values;' commented conference key- note speaker Dr. Jimmie C.B. Holland of New York's Sloan-Kettering Cancer Center. For two days, nearly 2,000 participants considered attitudes, communication techniques, psychosocial aspects, spiritual values and ethical issues in cancercare. Patient'coping, self-help, volunteer service programs-key subjects of the Conference-were said to improve the quality of life of cancer patients..These programs offer practical help and understanding through shared experience. CanSurmount, I Can Cope, Reach to Recovery, programs for ostomy and laryngectomy patients, transportation services, Candlelighters-and other service and rehabilitation programs of the American Cancer Society-help to fill the gap when adequate support services are not available. RECONSTRUCTION Information and support for women considering breast reconstruction is one part of this year's extensive up- dating and restyling of the Reach to Recovery program. Volunteers in this program will see a slide presentation adapted from the successful RENU program developed by Dr. Wendy Schain in conjunction with the District of Columbia Division. The new training manual will use por- tions of material from the American So- ciety of Plastic and Reconstructive Surgeons. These volunteers will visit patients, their husbands, families and friends, to provide information and support. Their goal is to help patients make informed decisions about whether reconstructive breast surgery is right for them. HELP FOR FAMILIES "When a Child has Cancer-Helping Families Cope;' a new ACS film, was completed this year and is ready for distribution. The film shows some of the ways that a health care team can help families cope with the stresses of childhood cancer. Members of the team are shown working together, providing assistance with the special problems of prolonged illness. The coordination of the American Cancer Society's activities with those of the Candlelighters, the organization for parents of children with cancer, is proceeding well. Distribution of the Candlelighters Newsletter continues to grow nationwide. Volunteers assist cancer patients by visiting and coun- seling in hospices (top) and hospitals (left). Young helpers stuff envelopes for the Candlelighters. 0

~ PUBLIC INFORMATION 90-MINUTE SPECIAL "Cancer Can Be Beat" was the title and theme of the Society's unique television venture: the production of a 90-minute special in collaboration with the National Cable Television Association and superstation WTBS, Atlanta. The program was televised nation- ally on April 1st to a cable audience conservatively estimated at between 5 and 10 million viewers. Lawrence Welk, Minnie Pearl, Tom Bosley and others taped promotional spots for the program, and cable operators throughout the country assisted with local promotion. Complete and edited versions were made available for Division use. The show proved so successful that plans are under way for the 1982 show, to be broadcast on March 31 st. Arrangements are similar to last year's-the ACS to write and produce, using the technical facil- ities of WTBS and Turner Broadcasting. MEDIA SPOKESMAN The involvement of superstar Larry Hagman-J.R. of TV's "Dallas" series-in his dual role as Media It Spokesman for the Society and Na- tional Chairman of the Great Ameri- can Smokeout, helped to create high news interest in the anti-smok- ing programs of the American Can- cer Society. Hagman appeared in a series of radio and TV spots as well as print ads on smoking. BLACK ATTITUDES STUDY The completion of the study on the Attitudes of Black Americans Toward Cancer by Evaxx, Inc., has provided the Society with invaluable data for developing communica- tions directed towards this minority population. The general press and the minority press reported exten- sively on the findings. Lockhart and Pettus, a volunteer black advertising agency, is helping the Society develop special radio spots and print ads directed to the black audience, and a Minority Media Advisory Committee advises the ACS on the nature and extent of its communications. AGENCY VOLUNTEERS Year-round ads and spots were cre- ated for the fourth consecutive year by Kenyon & Eckhardt, Chicago. Ads featuring Farrah Fawcett stressed the importance of good health and the role of regular cancer checkups in maintaining it. Other ads showed the Society's cancer education programs in the workplace and dealt with the danger signs of specific sites of cancer to people in high-risk groups. Crusade ads and TV spots were cre- ated as a public service by Rosen- feld, Sirowitz & Lawson, New York City. The Crusade theme stressed early detection of cancer. Legacy ads were produced by Emery Advertising of Baltimore. Ads and spots promoting the Great American Smokeout were produced by McCaffrey & McCall Advertising Agency. GREAT AMERICAN SMOKEOUT V The Smokeout, which at the time of its launching was expected to be ef- fective for no more than 3 or 4 years, is still on the upswing if the results of the fifth national obser- vance are any indication. This year, an estimated 30.9 percent of American smokers tried to quit for the day, a new high in participation. Four out of five adults surveyed by the Gallup organization reported hearing about the Smokeout. This is the highest level of public familiarity for any Great American Smokeout. SCIENCE WRITERS' SEMINAR The 23rd annual Science Writers' Seminar attracted a total of 63 re- porters from 61 media, including 8 news syndicates, 4 networks, 23 newspapers and 20 periodicals. Smokeout Chairman Larry Hagman (top) with GAS letter contest winner; Karen Ander- son (left), mother of two after leukemia, won ACS Courage Award; (right) a new print advertisement.

There is life after cancer Tivu million people are living proof. If you or anyone close to you needs help, call us. American Cancer Society 9