The Michael J. Fox pro-stem cell research ads are working:

* Among all respondents, support for stem cell research increased from 78% prior to viewing the ad, to 83% after viewing the ad. Support among Democrats increased from 89% to 93%, support among Republicans increased from 66% to 68% and support among Independents increased from 80% to 87% after viewing the ad.
* The level of concern regarding a candidate’s view on stem cell research increased among all respondents from 57% prior to viewing the ad to 70% after viewing the ad. Among Democrats, the level of concern increased from 66% to 83% and Republicans’ level of concern increased from 50% to 60%. Independents’ level of concern increased from 58% to 69%.
* The perception that the November election is relevant to the U.S. policy on stem cell research increased across all voter segments, with an increase of 9% among all respondents pre- and post-viewing from 62% to 71%. The Democrats’ perception increased from 75% to 83%, Republicans’ perception increased from 55% to 62% and Independents’ perception increased from 60% to 68% pre- and post-viewing.
* The advertisement elicited similar emotional responses from all responders with all voter segments indicating that they were “not bored and attentive” followed by “sorrowful, thankful, afraid and regretful.”
* The vast majority of responders indicated that the advertisement was believable with 76% of all responders reporting that it was “extremely believable” or “believable.” Among party affiliation, 93% of Democrats 57% of Republicans and 78% of Independents indicated it “extremely believable” or “believable.”