The coalition that initially led the opposition to the amendment was called Missourians Against Human Cloning. Later in the effort, when the coalition was unable to raise the money for the "Vote No" ads, Life Communications Fund took the lead in doing so. They created a series of "Vote No" ads for television, radio and print. Earlier in the campaign, the Vitae Foundation ran a series of educational ads, a "prophetic voice campaign," on the differences between adult and embryonic stem cell research, which was a major gain for those opposed to the Amendment, because, according to them, the "cures" were only occurring as a result of adult stem cell treatments, not via embryonic stem cells. Drawing awareness to the differences between adult and embryonic stem cell research was critical to their strategy. That was the goal of the first ad created in the series. Each ad then slowly moved the target audience (Catholics, Protestants and Evangelicals) to oppose the amendment. The final ad attempted to link embryonic stem cell research to human cloning. A majority of Missourians were opposed to human cloning, especially their target audience. The prophetic voice campaign ran for about 6 months. The "Vote No" ads ran for roughly 3 months.
Jim Talent, the incumbent Republican U.S. Senator facing re-election, was one of several candidates opposed to the amendment. In rebuttal to the Michael J. Fox advertisement (which never directly mentioned Amendment 2), a Life Communications television ad with several celebrities appeared in opposition to the measure. At least three of the celebrities opposed the measure for religious reasons:
Kurt Warner, former
St. Louis Rams quarterback;
Kansas City Royals baseball player
Mike Sweeney, and
Jim Caviezel, who played
Jesus in
The Passion of the Christ.
Patricia Heaton, from
Everybody Loves Raymond, opposed the amendment on the grounds that low-income women would be exploited for their eggs.
Jeff Suppan, a pitcher for the
St. Louis Cardinals, also appeared in opposition to the amendment. ==Polling==