SECTION V ------------ CHAPTER 11 THE MANNER IN WHICH SCIENTOLOGY IS ADVERTISED. 11.1. Scientology organizations both in the Republic of South Africa and abroad follow a vigorous advertising policy. In respect of the year ended 31st December, 1968, the audited accounts of the Hubbard Scientology Organisation in South Africa (Pty.) Ltd., reflect that an amount of R8 741,50 was expended on advertising whilst in respect of the year ended 31st December, 1969, the audited accounts of its successor, the Church of Scientology in South Africa (Pty.) Ltd., reflect that an amount of R13 864,70 was expended on advertising, printing and publicity. More recent audited accounts have not been submitted to the Commission. Mrs. J.P. Lacey, in her capacity as the Assistant Guardian of the lastmentioned company, mentioned six methods^@ by means of which Scientology is promoted: (a) By word of mouth. (b) By letter writing. (c) By periodic open Meetings or Congresses. (d) By occasional advertisements in the press. (e) By distribution to its members of the monthly magazines "The Auditor" and "Understanding". (f) By publicising Sunday services. _Promotion by word of mouth_. 11.2. Scientologists who testified before the Commission usually spoke well and with confidence. They were keen to extol the virtues of Scientology and were by no means withdrawn. Individual scientologists who are devoted to their cause - a quality which amongst them seems to be widespread - undoubtedly constitutes one of its important advertising channels. As long ago as August, 1964, a contributor to the Auditor, Mr. Reg Sharpe, wrote: "Apart from open lectures there is much dissemination that can take place by individual Scientologists whether they be on a post, in an organization or working in the field."^1 _Promotion by letter writing_. 11.3. (a) The thorough manner in which this method is employed is demonstrated by the undermentioned letter which is self-explanatory: ________ ^1Hare, Fred: Editor: The Auditor No. 3. August 1964. Scientology Publications Limited, East Grinstead, Sussex, England, p. 14. ^@A memorandum submitted as an Exhibit and the contents of which Mrs. Lacey confirmed in her evidence - Record of evidence, Vol. 52, pp. 69-71. 169 ------------ "THE HUBBARD SCIENTOLOGY ORGANISATIONS In South Africa (Pty.) Ltd. Founder: L. Ron Hubbard. PORT ELIZABETH 114 Park Drive Telephone 29376[?] 7th July, 1967 The Principal, National Business House, Alexandra House, 75 Strand Street, _CAPE TOWN_. Dear Sir, I am writing to enquire whether you would consider loaning or renting your mailing list. I am interested in acquiring names and addresses of anyone who desires self-improvement. My aim is to send out free literature to such names, similar to the sample enclosed. I look forward to hearing from you. Yours sincerely, (Sed.) R.D. SMIT _PUBLIC INFORMATION UNIT_." (b) The sample referred to in the penultimate paragraph of the previous sub- paragraph is a four page neatly printed handbill entitled PERSONAL FREEDOM. The title page urges the recipient to write, telephone or call personally on the Registrar of the Hubbard Scientology Organisation above address and telephone number are supplied. The two middle pages read as follows: "PERSONAL FREEDOM The basic purpose of Scientology is the attainment of personal freedom. In Scientology there is proof that man is a Spiritual being who has become enslaved by what we call his 'reactive' mind. He _thinks_ he is entrapped by his environment but, in fact, he is trapped by his own thoughts and considerations about the environment. He does not have to be a slave either of 'unconscious motivation' or his environment. Man has become a slave to considerations - consideration about religions, about what is 'right' or 'wrong', what is 'good' or 'bad'; 170 ------------ about social, personal, and political conventions - sex, and marriage - work, and even play. In his relationships with other people, he is governed and controlled by what _ought_ to be, and by how he thinks he _should_ behave. How can there be freedom when all man's activities are governed not by what IS, but by considerations, most of which are controlled by his reactive mind? In Scientology there are various techniques and 'processes' which enable man, on a gradient scale, to attain more and more personal freedom. He first learns how to communicate freely - with intention, and without doubts and misgivings - not as a 'social machine', but as a human being. He learns to know and understand what is real to another person, and to be able to communicate at that level. He then goes on to the attainment of freedom from his day-to-day problems. He learns the basic cause of problems - something very different to what he imagines it to be - and how to handle them. A student of Scientology soon learns to differentiate between what is _really_ true, and what he has been taught to think is true. He is then able to make his _own_ decisions about how he should live, and what course he should follow in life. He becomes, in fact, self-determined - free from barriers, fears, guild, and indecision; until finally he becomes totally free as a spiritual being - a state often dreamed of by great philosophers of the past, but never before attained by Man. Scientology is not an academic or esoteric subject, nor is it a doctrine based on theory and wishful thought. It is a practical philosophy based on twenty five years of the most painstaking research ever under- taken in the field of the spirit. For the first time in man's history valid and workable answers have been found; and in a society evidently bent on destruction, it offers hope where none has existed before. Man now has the choice between freedom and oblivion. Only he can decide." The rear page contains a map showing the location of the Organization. (c) The undermentioned is an example of a circular addressed to members enlisting their aid in obtaining names of potential adherents: "HUBBARD ASSOCIATION OF SCIENTOLOGISTS INTERNATIONAL Seafare House, 68, Orange Street, CAP TOWN. 'Phone: 24741 _TO EVERY SCIENTOLOGIST_ Every person you know needs Scientology. Help us to put Scientology within their reach. 171 ------------ Please let us have the names and if possible the address of each person you know. Should you not know their home address perhaps you know their business address but even if you have no address for them let us have the name anyway. These people will be contacted with an offer of a Scientology book and thus be given an opportunity to reach for Scientology. Make the list as full as you can. Perhaps it would be easier to take one area at a time and make a list for each. Here are some suggested areas:- a) The people in your home. b) Your relatives. c) Your neighbors. d) The people where you work. e) The members of any Club or Society. f) Your friends. g) The people with whom you do business. h) The professional people whom you know. Send yourlists [sic] to the Scientology Promotion Dept., Seafare House, 68, Orange Street, Cape Town. We are out to make this world a better place for you to live in!" (d) A further method of promoting Scientology by means of letter writing is suggested by The Founding Church of Scientology of Washington, D.C. as follows: "LONELY PEOPLE INTERESTED IN SCIENTOLOGY You have seen ads in papers and magazines by lonely people asking about companions, pen pals, etc.? Well, here is important information. Mary Sue Hubbard writes enthusiastically to me from London saying these lonely people are really looking for Scientology. She sends them information packages and they immediately become interested and write in for more details. It is easy to understand why this is. These people are looking for communication, they are willing to live, and they are interested in life. NEW NAME PROJECT. Do you want to help in this project? This is very important. Lets [sic] not keep Scientology hidden from these lonely people any longer. Look through all your local papers and magazines, gather the names and addresses of these people and send them to the Editor, Church Bulletin, c/o Scientology, Box 242 Silver Spring, Md. Each and 172 ------------ every one of them will be sent an information package and a letter. (Write and tell me what you think of this idea - Editor)."^1 (e) The first approach to a non-scientologist, as the third paragraph of the afore- mentioned circular referred to in (c) above, indicates, frequently takes the form of an offer of a Scientology book. These books when supplied usually contain prepaid postcards which, when mailed, frequently lead to the persons despatching the postcards becoming involved and interested in Scientology. Mr. James V. Kelly, in a sworn statement handed in to the Commission, states that he learned of and became interested in Scientology after he received a paper back edition of _Dianetics: The Modern Science of Mental Health_. This book contained a prepaid postcard which he mailed. He states: "My acquaintance with Scientology is solely through books, ..."^2 (f) Persons whose names and addresses appear on Scientology mailing lists and who appear to be inactive are frequently urged to show an interest in Scientology. An example of the type of letter written in such a case is the following letter written to Mr. Ivor Kirsten in Johannesburg, Republic of South Africa, by the Letter Registrar at East Grinstead: "I am interested to know if you are in contact with your local Scientology Organization and if you are taking any training or auditing, Mr. Kirsten. Write to me about yourself and tell me what you are currently doing. I look forward to getting to know you. Best wishes."^3 (g) Instances of cases where recipients of promotion material through the post unsuccessfully requested a cessation of the practice did come to the attention of the Commission. Mrs. J.P. Lacey conceded in evidence* that the despatch of unwanted correspondence and literature often caused irritation to the addressees, but she claimed that HCO Policy Letter dated 20th August, 1968, was designed to and did secure a discontinuance of this annoying practice. The Policy Letter reads as follows: ________ ^1Nichols, Bob: Editor: Church Bulletin, Issue 1, January 1967? Silver Spring, MD., United States of America, p. 8. ^2Kelly James V.: Brother Finbarr, Abbey of Mepkin. Affidavit dated 4th day of May, 1970. City of Monks Corner, South Carolina, United States of America, p. 2. ^3Wiltschek, Elfriede: Letter Registrar, Hubbard College of Scientology, East Grinstead, Sussex, England. (13.2.1969). *Record of Evidence, Vol. 52, pp. 67-71 - Mrs. J.P. Lacey. 173 ------------ "_Mailings - and Public_ It has been found that due to inadequate handling of Addresso plates and Central files, that large quantities of mail have been incorrectly sent to the following categories of public individuals 1) People who have asked to be removed from mailing lists. 2) People who have expressed no interest. 3) People who are dead. 4) Wrong addresses. 5) Three lots of mail sent to one person under different names eg. Miss S. Smith, Mrs S. Smith, S. Smith Esq. 6) Different organizations mailing to one person. This must CEASE. This not only costs vast quantities of money but upsets the public. The main fault lies with addresso and over enthusiastic registrars. DON'T ARC BREAK the Public by overwhelm and unwanted mailings. Recognize that the individual has his own power of choice, and if he does not want Scientology, don't force him or violate his rights. Get Addresso up to date. Take people off the mailing list who do not wish to be on it. Don't waste money."^1 (h) Elsewhere^@ in discussing the case of Master Dickerson, the Commission has drawn attention to the fact that in that case the instruction contained in the Policy Letter was certainly not applied. The present position is that the instruction is probably put into effect. Accordingly the Commission does not make any recommendation in regard to the dissemination of Scientology advertising material in particular through the post. The Legislatures may, however, consider it desirable to enact legislation controlling the posting of advertising material in general in cases where addresses of such material require that such posting be discontinued. _Promotion by means of open meetings or congresses_. 11.4. This method of advertising is often resorted to. Meetings and congresses are widely advertised in advance in the various Scientology publications,* by means of handbills and ________ ^1Hubbard L. Ron: Founder, HCO Policy Letter of 20 August, 1968, Hubbard Communications Office, East Grinstead, Sussex, England. *Understanding Major Issue: a) No. 109 (May 1971), p. 10 and b) No. 110 (August 1971) pp. 6-7 ^@Infra Chapter 12, pars. 12.10, 12.11, 12.16 and 12.17. 174 ------------ occasionally in the press. Mr. Hubbard at times in the past addressed international congresses but indications are that he seldom or ever appears in public at the present time. Tapes by Mr. Hubbard are often presented at meetings. Occasions are also on record where films featuring Mr. Hubbard have been shown at meetings. _Advertisments [sic] in the Press_. 11.5. (a) When Scientology organizations resort to the press for advertising purposes, free intelligence and personality tests are usually offered. A typical example of the form of advertisement used is the following: "_IQ TESTED_ Johannesburg Test Centre offers for a limited time FREE INTELLIGENCE & PERSONALITY TEST. Your IQ Personality Aptitude determines your future. Know Them - No Obligations. 3rd Floor, Camperdown, Cor. Polly & Kerk Streets, Johannesburg. Phone 23-4982 Between 9 & 5 and 7 & 10."^1 (b) This Report elsewhere^@ cites the case of Master Stuart J. Dickerson as an example of events which might conceivably supervene after a person responds to an invitation to undergo a free intelligence and personality test. (c) Attempts at obtaining publicity through the medium of the press by means other than paid advertisements are also resorted to from time to time. Thus press releases, publicising Scientology or methods or features thereof, are sometimes made. On one occasion the active co-operation of the then Editor of South African Digest, an official publication of the State Department of Information, Republic of South Africa, Mr. Van Staden was enlisted in securing the publication of a series of articles on Scientology. These articles publicised Scientology in a wholly favourable light.* _________ ^1The Rand Daily Mail, Johannesburg, Republic of South Africa, 7th July, 1971. *Record of Evidence, Vol. 13, pp. 52-53 - Mrs. G.J. Smit. ^@Infra Chapter 12, pars. 12.10, 12.11, 12.16 and 12.17. 175 ------------ _Advertising through the medium of the "Auditor" and "Understanding_". 11.6. (a) _The Auditor_ is the monthly journal of Scientology. It is published at Saint Hill, East Grinstead, Sussex England and is state to have a world wide circulation. It was first published in May, 19[?], under the editorship of Mr. Fred Hare. The present editor is Mrs. Lucienne Lionni and the assistant editor her husband Mr. Paolo Lionni. _Understanding_ is described as the official publication of Dianetics and Scientology in South Africa. It is published by the Church of Scientology in South Africa (Pty.) Ltd. in Johannesburg, Republic of South Africa. These magazines are distributed free of charge. They often make extravagant claims over Mr. Hubbard's signature or otherwise: (i) "Ron has taken Power Processing and refined its administration. The quality of the result is superb. The new administration of Power effects smoother application than ever before. The technical genius of these processes are precise. Truth, freedom and power are no longer dreams of men upon a desperate planet, no longer an illusion."^1 (ii) "The amount of benefit to be regained from running half a dozen engrams exceeds anything that Man has ever been able to do for anybody in the history of the human race."^2 (iii) "... Scientology is growing FAST. It is the largest self-betterment movement in the world today. Everyday, around the world, Releases and Clears are being made. Everyday, thousands are taking that one step closer to Total Freedom."^3 (iv) "Only in Scientology is it possible to handle life itself and handle it so that an individual can emerge as essential self - Clear and O.T."^4 (v) "... auditors are amongst the upper tenth of the upper twentieth of the intelligent human beings. Their will to do, their motives, their ________ ^1Lionni, Lucienne: Editor: The Auditor No. 61 World Wide. The Monthly Journal of Scientology, East Grinstead, Sussex, England. (Copyright 1971). ^2Lionni, Lucienne: Editor: The Auditor No. 63 World Wide. The Monthly Journal of Scientology, East Grinstead, Sussex, England. (Copyright 1971). ^3Lionni, Lucienne: Editor: The Auditor No. 64 World Wide. Dacha Publications Ltd., Kidlington, Oxford, U.K. (Copyright 1971), p. 6. ^4Lionni, Lucienne: Editor: The Auditor No. 69 World Wide. East Grinstead, Sussex, England. (Copyright 1971), p. 2. 176 ------------ ability to grasp and to use is superior to that of any other profession."^1a (vi) "Auditors survive better than other people."^1b (vii) "From the first moment of an auditing session the preclear begins to make discoveries - discoveries to him far more important than Balboa's glimpse of the Southern Sea or Columbus' glance at San Salvador. The preclear begins with mystery and ends with knowledge."^2 (b) Both magazines abound in advertisements of Scientology courses, books, tapes, lectures, congresses and E-Meters. (c) Occasionally attractive brochures printed on high quality smooth paper and handsomely illustrated are issued as original publicity material or as supplements to the _Auditor_. One such brochure is titled _A Student Goes_ _Through Scientology_ and purports to demonstrate the ease, the joy and enthusiasm with which a Scientology student travels across the bridge to attain Total Freedom where "the past meets the present and the future is limitless ..."^3 The brochure is an enticing document and cannot but serve as a stimulating invitation to the easily tempted to proceed to St. Hill, East Grinstead, Sussex, England, to undergo training. _A Dream_ _Come True_^@ issued as supplement 8 to the _Auditor_ is another example of an attractive brochure designed to attract trainees. It sketches the progress of a preclear through stage after stage as follows: First he becomes a Hubbard Apprentice Scientologist, then he enrolls on the Hubbard Standard Dianetics Course, commences to audit preclears, proceeds through to expanded Grade IV, moves on to graduate as a Hubbard Advanced Auditor, embarks on the Saint Hill Special Briefing course where eventually he becomes a Clear, OT I, OT II, OT III and does the Class VIII CS Interneship [sic]. No sooner does he achieve these stages when a poster advertising "A new Tech such as you will never believe" strikes his eye. He immediately resolves to proceed to the Sea Organization to do the Class IX and Class X courses as introduced by Mr. Hubbard during 1971. ________ ^1Staff: The Church of Scientology in South Africa (Pty.) Ltd. Understanding Magazine, Major Issue No. 110. Johannesburg, Republic of South Africa. (Copyright 1971), a) p. 1; b) p. 2. ^2Laurens, Sylvia: Editor: Understanding Magazine, Major Issue No. 107. Church of Scientology in South Africa (Pty.) Ltd., Johannesburg, Republic of South Africa, (Copyright 1971), p. 1. ^3Ziff, Judy: Editor: The Auditor Supplement 5. The Southern Publishing Company Limited, Brighton, England. (Copyright 1968), inside rear cover page. ^@Hubbard L. Ron: Scientology: A Dream come True. Advanced Organization. East Grinstead Sussex, England. (Copyright 1971). 177 ------------ _Promotion by means of publicising Sunday services_. 11.7. (a) Every week a notice in the following terms appears in the weekend edition of "The Star" newspaper, Johannesburg, Republic of South Africa: "CHURCH OF SCIENTOLOGY SERVICES every Sunday at 11 a.m., 3rd Floor, Camperdown, 99 Polly Street, (cor. Kerk Street). All welcome." (b) At these services the accent is on the promotion of Scientology. The sermon is: "... ALWAYS on some phase of Scientology and on how it can be of use to those present."^1 11.8. Two methods of advertising not referred to by Mrs. Lacey and which have in the past been resorted to are the following: (a) Stalls are established at public exhibitions such as the Rand Easter Show where literature and publicity material are disseminated and where members are enrolled. (b) At South African Universities meetings publicising Scientology are sometimes held. Professor W.P. Radloff* handed in as an exhibit an advertisement, approximately 22 inches by 14 inches bearing the crest of Cape Town University and duly endorsed by the Students Representative Council, University of Cape Town, publicising a lecture to be held in the New Sounds lecture theatre at the University in the following terms: "R.S.S. Richard Wrigley Scientologist CHANGING CONDITIONS How to go about it. A 17 1.10 P.M. Thursday 19th." _________ ^1Hubbard L. Ron: Ceremonies of the Founding Church of Scientology. The Garden City Press Limited, Letchworth, Hertfordshire, Great Britain, (2nd Printing, 1967), p. 7. *Record of Evidence, Vol. 31, pp. 37-38 - Professor W.P. Radloff. 178 ------------ 11.9. In discussing the manner in which Scientology is advertised reference has been made to the tendency to make use of extravagant claims. The Commission does not, however, recommend that any positive steps to be taken in this regard. These methods represent the particular form of puffing employed by Mr. Hubbard and the various Scientology organizations. In following these methods they do not use methods strikingly different from those used by many, if not most, present day commercial enterprises which utilise public communication media for advertising purposes. 179 ------------