The Effectiveness of HCAN’s Communication Campaign

1. Health Care for America Now! The Effectiveness of HCAN’s Communication Campaign Prepared by Lake Research Partners for Health Care for America Now! info@healthcareforamericanow.org October 2008 1825 K Street NW – 4th Floor Washington, DC 20005 1726 M Street, NW, Suite 500 Washington, DC 20036 tel. 202/776-9066 fax 202/776-9074

2. Methodology • Lake Research Partners designed and administered two surveys conducted by telephone using professional interviewers. • The surveys were conducted in five congressional districts where HCAN is active: NY-29, FL-08, IL-11, MI-07, MO-09 • The first survey, prior to HCAN’s communication campaign, was conducted between September 29 and October 2, 2008. • The second survey, conducted after HCAN’s two-week campaign by TV, cable, radio, mail, and telephone, was conducted October 16-20, 2008. • The sample consisted of likely voters modeled as persuadable on health care and pulled from voter files in both surveys.

3. Executive Summary • HCAN’s communications made a dramatic impact on voters’ knowledge and attitudes. • Before the HCAN campaign, many said they didn’t hear enough about health care in this election. • After hearing from HCAN, voters became much more aware of differences between the congressional candidates on health care, made clearer distinctions between the candidates on a range of dimensions, and shifted their support towards the pro-health care candidate in these districts. • HCAN’s communication campaign translated into a significant impact on the vote for the pro-health care candidates in these districts.

4. There is a real audience for HCAN’s health care messages • Voters are yearning to hear more about health care from Congressional candidates. • More voters are more satisfied with what they’re hearing about health care after hearing from HCAN. Overall, do you think the candidates for congress are talking about the issue of health care too much, too little, or about the right amount? FOLLOW UP: And is that far (too much/too little) or somewhat (too much/too little)?

5. HCAN’s impact was dramatic, especially in the congressional races • After HCAN’s communications, the number saying they heard about health care reform increased significantly. • The number saying they heard about differences between the candidates increased even more dramatically. Heard about Reform Heard about Candidate Differences Have you seen, heard, or read anything recently about health care reform? Have you seen, heard, or read anything recently about the differences between the candidates for Congress on health care reform?

6. HCAN’s campaign had a direct impact on voters’ views of the congressional candidates • Health care was already an advantageous issue for progressive candidates among these voters before the ad campaign, but many were still unsure which candidate would do a better job, and many did not have strong ideas about where the candidates stand. • In presenting factual information and clear contrasts between the candidates, HCAN’s communications moved voters on a wide range of policy issues.

7. After hearing from HCAN, the net margin on several comparative measures grew substantially. • The HCAN communications decreased the number of people unsure of candidate differences and increased the advantage for the pro-health care candidate. • The net gain was greatest for “Will make sure you have affordable health care (+9 points), “Right approach to health care” (+12 points), and “On your side” (+8 points).

8. HCAN’s campaign increased favorability for the pro-health care candidates and decreased it toward their opponents. • Following the campaign, voters who heard something about health care are significantly more favorable towards the progressive candidate by a margin of +17 points. • A majority feel less favorable toward the opposing candidate. Net favorability was –26 points Republican Democrat Less Favorable More Favorable Thinking back over the past several weeks, have the things you have seen, heard, or read recently about Health Care made you feel more favorable toward [Democrat/Republican] FILL running for Congress or less favorable toward [him/her]?

9. HCAN’s communications widened the margins for the progressive congressional candidates. • The changed perceptions on health care translated significantly into votes, increasing the margin for the pro-health care candidate by a net gain of +13 points. • Before the communication campaign, the margin was +7 points for the health care candidate among these voters (39% supporting the health care candidate and 32% supporting the opposing candidate) • After hearing from HCAN, the margin for the health care candidate grew to +20 points (50% supporting the health care candidate and 30% supporting the opposing candidate)

10. HCAN’s communications had an impact in these districts where HCAN is active. • Voters shifted dramatically in response to HCAN’s comparative messages about the congressional candidates, but not in the presidential race, which was not the focus of HCAN’s campaign. • Obama’s lead on health care held steady at +18 pre-campaign (46% Obama and 28% McCain) and +19 at post-campaign (49% Obama and 30% McCain)