In a 1961 report to the Manufacturing Chemists' Association Board of Directors, the Public Relations Advisory Committee acknowledged that the industry was facing "a number of troubling public opinion situations." One of the solutions proffered was a PR campaign targeted at women.

"On a systematic and programmed basis we should tell them how our research and our products have made their lives easier and more enjoyable, how we have helped them in their domestic tasks, helped them in their clothing and grooming, made their homes more beautiful at reasonable cost, made their gardens and flower beds more colorful and helped fill their shopping baskets with more nutritional foods."

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