I remember reading this pamphlet when I was a first or second grader living in Golden, Colorado. I can't remember if my school passed out copies, or if it came in the mail.
The page scans at Budget Raygun are low-res, but it looks like the pamphlet was published in 1964 by the International Order of the Golden Rule, an organization for "independent, family owned funeral homes that span the globe."
The advice in the book is good, but even as a callow youth I thought there was something bogus about the illustrations of "good people" vs "bad people." I couldn't find much difference between Mr. Good and Mr. Bad, and I found myself more attracted to the bad lady than the good one.