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- 17 -
"soft-sell" has been achieved in the booklet "Ladies and Gentlemen, You
May Smoke", distributed by the Council to every householder in the
Metropolitan Borough of Chelsea. In 12 pages the case against cigarette
smoking is presented in a clear, crisp "no-nonsense" style that could
serve as a model in this difficult field. For example under "Mythology",
common misconceptions or rationalizations about the habit are succinctly
dealt with - "If I don't smokes I'll get fat - get bad tempered, nervy
become irritable - feel miserable - go barmy - be unable to concentrate
be unable to relax." "You may, if you indulge in introspection and selfpity.
Don't brood over it - you'll actually be more alert and more clear
thinking. Don't eat so much and cut out sugar, bread and potatoes". The
scientific basis of the pamphlet is the report of the Royal College of
Physicians of London, and careful selection, judicious emphasis and
imaginative presentation has resulted in a unique and probably effective
approach. The text is illustrated by a single chart and four cartoons
from PUNCH.
In one form or another the profession and the public will be
exposed to educational material on cigarette smoking, lung cancer and
other diseases until the millennium or until a safe cigarette is produced,
so that the early appearance of sensible, attractive "propaganda" like the
Chelsea booklet is to be welcomed.
It is an encouraging sign that in this case the borough fathers
took the initiative in warning its people of the dangers of cigarette
smoking".