Life for a Rat or a Little Girl?

The Foundation for Biomedical Research (FBR) has launched a new, targeted out-of-home advertising campaign in five cities, as part of its ResearchSaves campaign.

New “Who would you rather see live?” billboards appear in Portland, Seattle, Los Angeles, Chicago and Baltimore. The campaign – launched Tuesday, April 5 – is designed to increase public support for medical and scientific research with animal models. 

“Our new billboards ask people to consider an important ethical dilemma we face as a society: Would you rather do away with animal research or have the new medical cures, treatments and therapies for which so many people desperately wait?” said Frankie Trull, president of FBR.

“Without research with animal models, especially rodents, we will not have cures for the many currently incurable diseases afflicting children today including leukemia, diabetes, paralysis, autism, congenital heart disease, cystic fibrosis, Duchenne muscular dystrophy and malaria.”

ResearchSaves is a national campaign with the message: animal research saves human and animal lives.

With its television, outdoor, online and radio advertising, the campaign educates people about how medical research with animal models leads to new cures and treatments for diseases.

Animal research is vital for the future of both human and animal health.

The campaign is supported by the leading academic institutions, nonprofit organizations, hospitals, patient advocacy groups and healthcare corporations, as well as individual donors. To learn more about the ResearchSaves campaign, visit

Established in 1981, FBR is devoted to educating the public about the essential role of biomedical research in the quest for medical advancements, treatments, and cures for both humans and animals.

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Rakesh Raman