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HILL AND KNOWLTON, INC. Confidential for Members PR No. 29-64 INFORMATIONAL MEMORANDUM December 8, 1964 Subject: President's Commission oaHeart Disease, Cancer and Stroke Report Released for Wednesday, December 9. The report of the President's Commission was released to the press today for publication at noon Wednesday, December 9. In the 60 pages of text, there are two specific references to smoking: 1. In a section dealing with the dimensions of the cancer problem, the report states: "Lung cancer can be sharply reduced by reducing ciga- rette smoking." 2. Among recommendations to increase public information on the three diseases are the following: "The Commission strongly endorses the conclusions and recommendations of the Surgeon General's Advisory Committee on Smoking and Health which, in addition to confirming previous reports, stated that smoking is a serious hazard to health and indicated the need far more aggressive programs in this area. "It seems apparent that the reduction of cigarette smoking offers great possibilities for the prevention!of illness, disability, and premature death in this country, with regard to both cancer and cardiovascular disease. "Because public information and education are primary instruments for the attack on this problem, the Commission recommends that the sum of $10 million be appropriated to the Public Health Service over a three- ~ year period for a comprehensive national program of education and public ~ information regarding the hazards of cigarette smoking. The program ~1( should be aimed at the education of children, adults, physicians and O educators with the assistance of state and local community agencies. ~ A network of smoking control clinics shouldbe providedto assist those who desire to give up smoking. New and more effective educational material should be developed. "It is further recommended that the present budget of $500,000 for public information and education in the cancer control program of the Public Health Service be increased to $1 million for the first year, $1.5 million for the second, and $2 million for the third to permit increased~effectiveness in informing the public about cancer and its prevention and control." The section of the report dealing with the magnitude of the heart disease problem does not refer specifically to~smoking, although the recommendation above links smoking to cardiovascular disease.

- 2 - In the cancer section, the report says "its causes are not fully understood -- although knowledge of factors relating to its development is growing rapidly. It is now clear that physical, chemical, genetic, viral, environmental, and perhaps other factors are involved...within a single generation in~the United States one form of cancer -- carcinoma of the lung in men -- has increased strikingly while another -- stomach cancer in men -- has declined sharply.... "The rise of cancer as a health menace c=be charged in large part to the changing age composition of our population. Many more people are surviving the infectious diseases of youth and middle age only to succumb to the diseases of more advanced years...." The report states that "cancer is the cause of 16 percent of all deaths in the United States. It is by a wide margin our second greatest killer...cancer of the lung now accounts for 24 percent of all cancer deaths in males, with a total of 38,$95 deaths in 1963...." Then, after discussing the economic losses from cancer, the report says, "Just by applying widely what we know, we could now save half of the people who contract cancer." It cites four prevention techniques, which include "lung cancer can be sharply reduced by reducing cigarette smoking." A four and one-half page summary of the report, prepared for the press, giving "Highlights of Significance," does not refer to smoking. It emphasizes the gap between discovery and application of medical knowledge and calls for various action programs. Legislative recommendations in the report do not mention smoking. The report was released at an hour-long press conference attended by 30 invited reporters. Dr. Michael DeBakey, chairman of the Commission, presided. One reporter asked: "Will we find anything in the report about cigarette advertising?" Dr. DeBakey replied by pointing to the section on public information. "Is that all there is to this problem?"' the reporter asked. Dr. DeBakey said: "I'd think you'd have enough of this controversy...." The major recommendation on public information states: "The Commission recommends that the Federal government, primarily through the Public Health Service, recognize that public information is a primary responsibility and a major instrument for the prevention and control of disease, and that this. activity be encouraged and supported on a scale commensurate with its importance." This section calls for the Public Health Service to produce twelve 30-minute documentary films on the three diseases each year, budgeted at about $150,000 each. It also recommends $1 million a,year to support educational television programs, and also $750,000 a year in additional funds for the Public Health Service to produce materials, including free public service announcements for radio, television and other media.. Following this comes the discussion of smoking given above as item 2.

3 Overall, the report is said to contain recommendations that would cost some $3 billion over a five-year period. It recommends a national network of regional diagnostic and treatment centers; more manpower for research and training; more research facilities; more medical libraries to disseminate information; additional university-centered medical complexes; grants for community service programs; and some reorganization of the Department of Health, Education and Welfare and the Public Health Service to initiate and implement the report's recommendations. The report states that heart disease, cancer and stroke accounted for 71 percent of all U.S. deaths in 1963, and provides various breakdowns of supporting figures. The Commission put out Volume I of its report today. Volume II, to be published some time in January, "is made up of the full reports of the eight subcommittees into which the Commission divided for a systematic approach to problems confronting it. It also includes additional sci- entific and technical documentation developed at the Commission's request by other individuals and groups." Hill and Knowlton, Inc. Public Relations Counsel 150 East 42nd Street New York, N.Y. 10017 cc: Members Public Relations Representatives Legal Representatives