What can we do about it? First, we need to recognise that we face a major persuasion problem and the sooner we begin to tackle it the better. Changing people's attitudes at short notice is almost always doomed to failure. People are not as fickle as they are sometimes assumed to be. What is needed is a long, slow, concentrated campaign to build up European consciousness in this country. This needs to be built on a firm, realistic base that is separate from the selfish reasons that have been used heretofore.