• E-mail
• Print
• Comment
• Font Size
• Digg
• del.icio.us
• Discuss article

JWT and Leading Scientists Team Up to Demystify Stem Cell Research; 75% of Americans Want to Know More

Posted on: Tuesday, 28 November 2006, 09:01 CST

NEW YORK, Nov. 28 /PRNewswire/ -- JWT in collaboration with scientists from MIT, Whitehead Institute and other leading institutions today announced the launch of a website, http://www.tellmeaboutstemcells.org/, created as a pro-bono effort to educate the public about stem cell research.

The site is the result of an initiative to create a national education campaign combining JWT's market research and design with scientific content from the top minds in the field of stem cell research. The site is designed purely as an educational site, with no political, religious or corporate perspective put forth.

JWT's market research shows that, while stem cell research is a controversial topic in the political, religious and economic realms, the American population knows very little about the subject itself. According to JWT's market research:

- Less than half of Americans (46%) feel knowledgeable about the subject. - Fewer (35%) have an accurate understanding of what the applications of stem cell research are or even what a stem cell is. - In this environment, 75% of Americans expressed a desire to know more and 29% are undecided on the topic.

"Prior to http://www.tellmeaboutstemcells.org/, there was no 'go-to' place that explained stem cell research in a simple and engaging way. Our objective with the site is to bring the debate to a broader group of Americans and give them the tools to participate, letting facts instead of sound-bites inform their beliefs," said Charu Juneja, Director, Marketing Consulting, JWT. "We think the site does a great job in demystifying the topic of stem cells, answering fundamental questions such as the difference between limited (adult) stem cells and unlimited (embryonic) stem cells," said Professor David Gifford of MIT.

JWT had hoped to secure pro-bono media advertisements to publicize the site, but, despite approaching the effort in an unbiased way, the controversial nature of the topic made it difficult. JWT is therefore relying on PR or potentially donated media to drive consumers to the site.

Brock Reeve, Executive Director of Harvard Stem Cell Institute, was also enthusiastic about the website, stating, "Americans need and desire straightforward information to simplify a complex and daunting topic to help them make informed judgments and http://www.tellmeaboutstemcells.org/ is one solution to this crucial need."

Participating scientists include: Professor David Gifford of MIT's Department of Electrical Engineering and Computer Science; Professor Richard Young of MIT's Department of Biology and Member, Whitehead Institute; Dr. M. William Lensch, Affiliate Member, Harvard Stem Cell Institute and Department of Biological Chemistry and Molecular Pharmacology, Harvard Medical School.

Additional Stats: - Even those who have taken a position on stem cell research do not feel knowledgeable on the topic (60% of Supporters and 49% of Opposers) - Far fewer Americans (46%) feel knowledgeable on stem cell research as compared to other issues in the news, including abortion (70%), the US presence in Iraq (66%), capital punishment (61%), school prayer (67%), gun ownership (58%), gay marriage (60%), assisted suicide (51%). - When exposed to a short educational paragraph about the definition of stem cells and the two different types, stem cell research becomes the issue about which people feel the most knowledgeable About JWT

JWT, which celebrates its 141st anniversary this year, ranks as the largest advertising agency brand in the United States and as the fourth largest full-service network in the world. Its parent company is WPP .

Contact: Erin Johnson 212-210-7243 erin.johnson@jwt.com

JWT

CONTACT: Erin Johnson, +1-212-210-7243, erin.johnson@jwt.com

Web site: http://www.jwt.com/http://www.tellmeaboutstemcells.org/

Source: PRNewswire

More News in this Category