Foundation for Biomedical ResearchU.S. Public Opinion & Animal Research - 2010

Hollywood

25-years in motion pictures and television

Washington, DC

• National TV correspondent (State & Pentagon)• Voice of America (Middle East)• Co-founder of NGS military charity• Press officer at USDA

Iraq (2006-2007; 2009)

• War correspondent• Media trainer embedded with Iraqis• Hostage affairs special ops team• Presidential directive

What does the American public think

about the use of animals in biomedical

research?

What Do They Think?

National Polling: Primer Question

0 20 40 60 80

2010

2008

2004

Against Animal Research

Support Animal Research

By August 2010, less than 50% will support animal research.

64%

54%

50%

Princeton Summit:Convened

17 January 2009

90 Day Market Test – Atlantic City

National Campaign Launched

becomes

Television Spots since 20 August 2009:

• 5,157 TV spots have aired

• 45 cable & satellite networks

• More than 150 million TV household impressions

Jen’s Story, Part 1

Larry’s Story

170 Billboards and Bus Transit Shelters in11 Major US Markets

New Billboard Concepts

New Billboard Concepts

New Billboard Concepts

New National Magazine - ResearchSaves

Project 2023

• K-12 biomedical research curriculum• New grade-specific curriculum each year• Adopt 30 kindergarten students in the fall of 2010 and follow them through high school graduation in June of 2023 (Framingham-like case study)• $1,000 per year in college scholarships for each year enrolled in the study

Ongoing National Focus Groups

• Philadelphia• Chicago (April 12, 2010)• Memphis (April 13, 2010)• San Diego

Lee Ann / 48 / Liberal

Monthly Tracking Polls

Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10

Strongly Support 57.50% 58.80% 60.80% 57.10% 56.10% 54.60% 57.30% 57.20%

Strongly Oppose 25.80% 29.80% 19.80% 25.70% 23.30% 28.70% 25.20% 24.80%

Undecided 16.80% 11.40% 19.40% 17.30% 20.40% 16.70% 17.50% 18.00%

               

Male Support 67.60% 67.10% 74.70% 67.60% 70.90% 64.10% 72.50% 70.30%

Female Support 47.50% 51% 47.80% 47.10% 42.00% 46.00% 42.30% 44.40%

               

Democrat Support 44.40% 49.10% 50.60% 47.60% 43.50% 45.60% 46.00% 46.50%

Republican Support 69.50% 69.10% 70.50% 72.50% 67.60% 69.50% 70.50% 68.70%

Independent Support 61.60% 60.10% 63.30% 58.00% 60.40% 53.30% 60.10% 60.00%

Survey Sample Size 2,581 2,007 3,766 3,674 3,423 2,003 2,068 4,218

Demographic Realities

Who is opposed to animal research?

• 56% of women who self-identify as liberal Democrats in the 18-49 age group oppose animal research

Who supports animal research?

• 70% of men • 54% of Protestants• 65% earning > $100K • 57% are married• 52% of whites • 37% of Hispanics• 47% of African-Americans • 59% w/ college degrees

The Animal Rights Movement

• $31 million / year / donations• 750,000 members worldwide• Active in K-6 classrooms• Has provided “educational grants” to animal rights activists later convicted of felonies

The Animal Rights Movement• Established in 1974• Underground cells in 40 countries• Convicted ALF activists have received “educational grants” from PETA• Claimed responsibility for UCLA attacks• "I don't think you'd have to kill—assassinate—too many vivisectors before you would see a marked decrease in the amount of vivisection going on. And I think for five lives, 10 lives, 15 human lives, we could save a million, two million, 10 million non-human animals."

Jerry Vlasak, MD - ALF

The Animal Rights Movement

PCRM: Physicians Committee for Responsible Medicine

• Founded in 1985• $14 million in donations/yr

The Animal Rights Movement

Picture the dog at your feet, the guinea pigs or mice you had as pets growing up, or the birds at the feeder in your yard. Now imagine 25 million of animals just like these living in small laboratory cages and being deliberately sickened over the course of weeks, months, or even years--and then killed.

Until the day when animals are no longer used in harmful experiments, the HSUS, with your help, also strives to gain stronger legal protection for animals used in research, and seeks to limit animal use and suffering. Right now, approximately 95% of the animals used for research aren't afforded even the minimal protections of the Animal Welfare Act.

• 11 million supporters• $130 million per year• 220 lawyers on staff• Not affiliated with the local “Humane Society” animal shelters

Infiltration for Hire

A picture is worth a thousand dollars…

PR Dollars Spent in 2009

ANNUAL – ANIMAL RIGHTSAAVS $ 3,171,880ASPCA $ 76,317,161ALDF $ 3,682,011Animal Protection Institute $ 1,843,695Animal Welfare Institute $ 3,324,275Defenders of Animal Rights $ 1,255,788Fund for Animals $ 6,873,747HSUS $100,775,962In Defense of Animals $ 3,109,731MSPCA $ 50,236,036NEAVS $ 1,413,304PCRM $ 7,249,039PCRM Foundation $ 7,017,284PETA $ 31,053,316

TOTAL: $297,323,229

ANNUAL – ANIMAL RESEARCHFBR $1,250,000AMP $ 600,000

TOTAL: $1,850,000

Historical

Home Visits

Office Protests

Banner Drops

19971998

19992000

20012002

20032004

20052006

20072008

20090

10

20

30

40

50

339 Illegal Incidents in U.S. (1997-2009)

How far will they go? What is their agenda? HSUS works the politics. PETA works the schools. PCRM works the media. ALF works the fear.

What impact will they all have on public opinion and the future of

biomedical discovery?

What is next?

HSUS poses the greatest threat to the future of biomedical research.

HSUS is coming. Are you ready?

• Ballot initiatives & statewide referendums• Massive fundraising effort

• Congressional clout / 20,000 supporters per district

Wayne Pacelle’s New Campaign

What Can You Do?

ACTION #1 – Subscribe & Sponsor

-- For an annual subscription of $39 we’ll send you the quarterly ResearchSaves magazine AND we’ll send it to five schools or physician waiting rooms of your choice

-- Each magazine is packaged with a DVD of our latest full length TV show on animal research

-- Fill out the postage paid card and mail it back to us; 100% poured back into the national campaign

What Can You Do?

ACTION #2 – Speak Up

-- Internally

-- Socially

-- Media

-- Classrooms

Q4RAPIDRESPONSECOMMUNICATIONPROTOCOLS

What Can You Do?

ACTION #3 – Prime Time

-- Do you do research on a disease that you are personally connected to, or do you know someone who is?

Perhaps you could be featured in one of our next TV spots.

Talk it over with your internal stakeholders first, then contact me when you have permission.

What Can You Do?

ACTION #4 – Regional Power Play

-- We air a full length episode from our Survivor Tales TV series in your market

-- Pitch earned media coverage for ongoing research at your facility

-- Book your media trained experts on biomedical research for local TV, radio and newspaper interviews

Foundation for Biomedical ResearchU.S. Public Opinion & Animal Research - 2010

Q & A Discussion

pmckellips@FBResearch.org