Late in 1930 the Sunlight League of New Zealand was founded in Christchurch with the aim of improving the nation's standard of health. Its founder, Cora Wilding, feared that the general ignorance of health matters evident throughout the community would produce a continued erosion of health standards. Under her leadership, the Sunlight League set out to arrest the alleged decline in health standards by alerting New Zealanders to the dangers inherent in continued physical decline. A propaganda campaign was launched by the league in 1931 to highlight the need for health education in New Zealand. Despite the nation's relatively good record in infant and child health, the League argued that a sound start in life was of ten negated by a failure to provide adequate advice in general health matters. Once out of the care of the Plunket society the responsibility for an infant’s health was left to the often inadequately informed parent. Ever fearful of the possible ramifications of Public ignorance on the health and wellbeing of future generations, Cora Wilding determined to increase community health consciousness. By encouraging sound health habits in children it was hoped to counter unnecessary illness in later life.