Bishop recognized that at least part of the success of tobacco and alcohol could be attributed to the endorsements, through advertising and everyday behavior, of famous people. He sent handwritten letters to celebrities and political figures whenever he saw them smoking or drinking in public, asking them to stop both for their personal health and to avoid influencing their followers. This policy also extended to characters in comic strips. In 1952 Bishop sent a letter to H. T. Webster, the artist of The Timid Soul. The strip’s humor derived from the wimpy personality of its main character, Caspar Milquetoast. Webster responded to Bishop’s letter by drawing a strip in which Milquetoast received the letter asking him to stop smoking a pipe. Instead of meekly giving in to the request Milquetoast resolved to purchase another 10 pounds of tobacco. Bishop’s crusade often met resistance but rarely was it so publicly ridiculed.