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Since 2004, public support for the use of humane animal research to advance health in humans and animals had fallen 10 points, according to a survey from Zogby International. MDB’s “How cures happen” campaign was part of a national animal research education initiative for The Foundation for Biomedical Research. It was designed to counter the drop in public support for biomedical research. Advertising focused on the great power and shock inherent in the names of the terrible diseases that can now be cured or prevented thanks to the work of animal research. The campaign contributed to a significant reversal in the trend of declining public support. Market metrics from Zogby reported a 49.5% net improvement in opinion among the key target audience (women, 18-34).