children are risking.’ More than 70 per cent of Norwegian parents read these advertisements, and the campaign triggered a massive discussion in the media. Drinking among teenagers decreased for the first time in many years. In 1966, a group of Arizona Senators proposed a Bill which would have approved the flooding of part of the Grand Canyon for an unnecessary hydroelectric project. Howard Gossage’s agency in San Francisco ran a campaign for the conservationist Sierra Club who opposed it. His first ad pulled 3,000 applications for club membership – and the hydroelectric project was scrapped. Gossage believed that advertising justified its existence only when used for social purposes. The most articulate rebel in the advertising business, he said things like-this: ‘I love the advertising business. I truly do, although it’s no business of a grown man. I love it because it’s such a lovely Augean stable to clean up.’ Click here for hi-res image and text. Cancer in India