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The March of Dimes

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The March of Dimes was founded by President Franklin Roosevelt in the 1930s to fight polio. When a vaccine for polio was discovered in the 1950s, the organization did not declare victory and disband. Instead, its leaders kept the organization intact by creating new goals—first “fighting birth defects,” and now “stronger, healthier babies.” Sociologists use the term goal displacement to refer to this process of adopting new goals.
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