Other public organisations were divided in their views, such as consumer groups, environmental and women s organisations. A strong leadership in the coalition proved important. The opponents of the initiative appeared to be more of a coherent group with well orchestrated, complementary messages and they had considerable financial backing. The opponents of the GPI managed to shift the emphasis of public perception from protection of Man and his environment to prohibition of research and medical progress. Decisions on complex issues are made at different levels by people.
Scientists tend to feel that rational thinking is the main or even decisive factor.
As both sides realised during the campaign, emotional factors are important too. For this reason proponents and opponents both used emotional images, a beautiful picture-book countryside or a sick child sitting on a hospital bed. Scientists may be reluctant to use advertising techniques, but in order to be successful this is essential. Finally, acceptance and understanding need time to develop along with familiarity of products and services. The small increase in acceptance of food from transgenic crops, as described above, may come in part from the fact that last year the National Health Service authorised the sale of soya and maize from transgenic crops.