56 



NATIONAL DAIRY COUNCIL CHICAGO 



cost of Milk and Milk Products will 

 result in incalculable improvement — 

 physical, mental, moral and economic. 



Thinking philanthropists will recog- 

 nize in this powerful campaign a great 

 agency for the public good, a construct- 

 ive movement for the uplift of social 

 and economic conditions and a true 

 preventative of much social misery. 



Wherever you probe into the vitals of 

 this great movement you find good. 



The first and most important consider- 

 ation, the consumer, is benefited in 

 health, vitality, efficiency and pocket 

 book. 



The public health is advanced. Infant 

 mortality and many other physical 

 ills are checked, reduced and wiped 

 out through acceptance of our message. 



The great work of the national govern- 

 ment, of the government of the states, 

 the municipal health authorities is 

 advanced and expedited; for the very 

 pivot of the activities of the National 

 Dairy Council is the accepted policy of 

 sharp improvement in the purity, 

 quality and high standards of Dairy 

 Products. 



The whole purpose of our movement 

 is to induce and make it possible for 

 our 6,000,000 farmers to improve their 

 herds, keep better cows and a larger 

 number of well-bred cows. 



That means better, richer, more 

 nourishing milk and cream, and an 

 increased production to meet the new 

 additional demand. 



Better and richer milk and cream 

 means better butter, better cheese, 

 better ice cream — a better and more 

 cheaply fed nation — an increase of 

 national efficiency and of national 

 wealth. 



Beyond these great direct effects the 

 success of our campaign means the 

 conservation and enrichment of our 

 soil, a maintenance and increase of 

 farm values, more intensive farming, 

 a stabilized production area for food- 

 stuffs and a check on rising costs of 

 living. 



Thus at every point we promote the 

 good of the individual and the country, 

 render a pure, social and patriotic 

 service and become entitled to the 

 genuine and enthusiastic support of 

 every generous, public spirited citizen. 



Philanthropists can endow no worthier 

 movement than one of such far-reach- 

 ing practical benefits, so conspicuously 

 preventative of the very ills which large 

 benefactions seek to alleviate. 



If you are a thinking philanthropist, 

 send us your subscription today. Your 

 money cannot possibly do greater good 

 anj^here than in the furtherance of 

 better health, greater strength, more 

 enduring vitality of our people. 



And let the humble wage earner who 

 may read this book remember that his 

 contribution of but one dollar per year 

 is philanthropy as generous and true 

 as is the endowment of thousands by 

 the well-to-do. 



