Hollywood

2. Hollywood 25-years in motion pictures and television

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

4. Iraq (2006-2007; 2009) • War correspondent • Media trainer embedded with Iraqis • Hostage affairs special ops team • Presidential directive

5. What does the American public think about the use of animals in biomedical research?

6. What Do They Think?

7. National Polling: Primer Question 64% 54% 50% By August 2010, less than 50% will support animal research.

8. Princeton Summit: Convened 17 January 2009

9. 90 Day Market Test – Atlantic City

10. National Campaign Launched becomes

11. Television Spots since 20 August 2009: • 5,157 TV spots have aired • 45 cable & satellite networks • More than 150 million TV household impressions

12. Jen’s Story, Part 1

13. Larry’s Story

14. 170 Billboards and Bus Transit Shelters in 11 Major US Markets

15. New Billboard Concepts

16. New Billboard Concepts

17. New Billboard Concepts

18. New National Magazine - ResearchSaves

19. 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

20. Ongoing National Focus Groups • Philadelphia • Chicago (April 12, 2010) • Memphis (April 13, 2010) • San Diego

21. Lee Ann / 48 / Liberal

22. Monthly Tracking Polls

23. 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

24. 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

25. 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."

26. Jerry Vlasak, MD - ALF

27. The Animal Rights Movement PCRM: Physicians Committee for Responsible Medicine • Founded in 1985 • $14 million in donations/yr

28. 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

29. Infiltration for Hire A picture is worth a thousand dollars…

30. PR Dollars Spent in 2009 ANNUAL – ANIMAL RIGHTS ANNUAL – ANIMAL RESEARCH FBR $1,250,000 AMP $ 600,000 TOTAL: $1,850,000 AAVS $ 3,171,880 ASPCA $ 76,317,161 ALDF $ 3,682,011 Animal Protection Institute $ 1,843,695 Animal Welfare Institute $ 3,324,275 Defenders of Animal Rights $ 1,255,788 Fund for Animals $ 6,873,747 HSUS $100,775,962 In Defense of Animals $ 3,109,731 MSPCA $ 50,236,036 NEAVS $ 1,413,304 PCRM $ 7,249,039 PCRM Foundation $ 7,017,284 PETA $ 31,053,316 TOTAL: $297,323,229

31. Banner Drops Office Protests Historical Home Visits

33. 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?

34. What is next?

35. 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

36. Wayne Pacelle’s New Campaign

37. 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

38. What Can You Do? ACTION #2 – Speak Up -- Internally -- Socially -- Media -- Classrooms Q4 RAPID RESPONSE COMMUNICATION PROTOCOLS

39. 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.

40. 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

41. pmckellips@FBResearch.org