The Effectiveness of HCANs Communication Campaign

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Health Care for America Now!
The Effectiveness of HCANs Communication Campaign
Prepared by Lake Research Partners for Health
Care for America Now! info_at_healthcareforamericanow
.org October 2008 1825 K Street NW 4th
Floor Washington, DC 20005
1726 M Street, NW, Suite 500 Washington, DC
20036 tel. [phone] fax [phone]
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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 HCANs communication
  campaign, was conducted between September 29 and
  October 2, 2008.
• The second survey, conducted after HCANs
  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.

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Executive Summary

• HCANs communications made a dramatic impact on
  voters knowledge and attitudes.
• Before the HCAN campaign, many said they didnt
  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.
• HCANs communication campaign translated into a
  significant impact on the vote for the pro-health
  care candidates in these districts.

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There is a real audience for HCANs health care
messages

• Voters are yearning to hear more about health
  care from Congressional candidates.
• More voters are more satisfied with what theyre
  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)?
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HCANs impact was dramatic, especially in the
congressional races

• After HCANs 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?
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HCANs 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, HCANs
  communications moved voters on a wide range of
  policy issues.

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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).

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HCANs 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?

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HCANs 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)

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HCANs communications had an impact in these
districts where HCAN is active.

• Voters shifted dramatically in response to HCANs
  comparative messages about the congressional
  candidates, but not in the presidential race,
  which was not the focus of HCANs campaign.
• Obamas 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)