Monsignor Bela Varga ©

Monsignor Bela Varga

 

 

The first Radio Free Europe program to Hungary took place on August 4, 1950, when Monsignor Bela Varga, advised the listeners: 

 

To attempt no futile uprisings at this time. Pending the day of liberation, which will permit them to use their strength effectively, … the free world knows and feels that their own battle is their battle. It is no longer in different or neutral. It is wholeheartedly allied to us in this great crusade, which is being waged for world freedom.

 

1951 advertisement “A Plea to All Americans of All Faiths.” Short statements from each accompanied their photographs and the Freedom Gram:

Monsignor Bela Varga:

Having lived and fought against the Godless terror of the Communists
behind the Iron Curtain, I know how they use the weapons of hate
and lies and torture to gain control of the hearts and minds of men. Over Radio Free Europe, on which I am privileged to broadcast to my imprisoned countrymen, the spirit of hope and freedom is kept alive. Through the Crusade for Freedom all Americans can support the campaign of Truth against Communism,

The prevailing print media theme in the 1958 Crusade advertising was “FREEDOM IS NOT FREE! Your dollars are needed to keep RADIO FREE EUROPE on the air.” One 1958 Crusade campaign newspaper and magazine advertisement contained the phrase, “Don’t Let Freedom be CUT OFF THE AIR”! This one showed a cable to a Radio Free Europe microphone being cut by a pair of pliers. The text read, in part, “Can you imagine it: A policeman’s wary eye following you wherever you go...your neighbor’s ear anxiously pressed to your door, listening for the slightest slip of your tongue...a loud speaker ‘serenading’ you all day with warnings, instructions, propaganda lies?” 

 “He Knows Freedom is Not Free! Do you?” read another advertisement, which showed a photograph of a man, identified as Bela Varga, with a tear drop under his left eye. Monsignor Bela Varga was previously identified as one religious leader, who was quoted in the Advertising Council’s 1952-1953 Crusade campaign.  The advertisement also had three small photographs that showed “broadcasting tubes wear out fast...help us buy more”, one of a technician in Munch with, “Your truth dollars pay the salaries of dozens of technicians like him,” and a third which showed antenna towers with, “Your dollar pays for one minute of broadcasting time.” The same photograph and similar text was used in the February 1958 issue of Readers Digest.

The Advertising Council sent out a master campaign kit in 1958 to “Crusaders all over the country” to help them understand how the Ad Council information could best be put to use. Bob Keim, Account Executive of the Advertising Council announced that the kits would achieve three results:

1. Familiarizes the public with the fact that this year’s campaign is underway, 

2. Explains the campaign’s purpose and nature, and 

3. Appeals for truth dollars in support of Radio Free Europe.13 

The kit detailed the mailing activities of the Advertising Council that resulted in more than “$5,000,000 in donated space and time”.

Newspaper: ads sent to 1,651 dailies and 4,500 weeklies Business papers: business ads were sent to 736 business papers

House magazines: mailed to 3,000 house magazines.
Radio: mailed to all radio stations, including two sets of spot announcements Television: five filmed commercials and written spot announcements to all program directors.