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An advertising campaign to fight pollution is being conducted by the Advertising Council, Inc., for Keep America Beautiful, Inc. At a press conference in May, William D. Ruckelshaus, Administrator for the Environmental Protection Agency, endorsed the new campaign, which focuses on the theme ‘People start pollution. People can stop it.’ The advertisements stress that pollution is not only an institutional problem, but also a personal problem, and that individuals can act in many ways to stop the spread of pollution. Suggestions are given in the pamphlet published by the Advertising Council, ‘71 Things You Can Do to Stop Pollution.’ The campaign will encompass transit boards, billboards, magazine advertisements, and radio and television commercials.