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5 - The Publicity Machine

from Part II - Images

Published online by Cambridge University Press:  11 June 2021

Agnieszka Sobocinska
Agnieszka Sobocinska
Affiliation:
Monash University, Victoria
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Summary

In March 1961, a young Clint Eastwood wrote to President Kennedy to offer his services for the United States Peace Corps. Eastwood’s star was on the rise; the CBS series Rawhide, which brought him to fame, was already one of the highest-rating television programs in America. Eastwood did not know much about the Peace Corps, but he knew he wanted to be involved, so he offered to create “a volunteer entertainment group to supplement the work of the Peace Corps.”1 Eastwood’s letter provoked some discussion but he was ultimately turned down. Even in its infancy, the Peace Corps exuded a strong appeal, drawing in celebrities and suburbanites alike. Countless hours and millions of dollars were spent further publicizing and advertising the Peace Corps over coming years, bringing development volunteering, and international development more broadly, to wider prominence than ever before.

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Saving the World?
Western Volunteers and the Rise of the Humanitarian-Development Complex
 , pp. 123 - 147
Publisher: Cambridge University Press
Print publication year: 2021

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