A content analysis was conducted to examine campaign message characteristics and the framing of genetic engineering (GE) in news articles published in sites dedicated to two countries with different policy stances toward GE---Australia (precautionary) and Philippines (permissive).;The findings show the intent to generate awareness and encourage information seeking among audiences. Logical reasoning that highlighted risks using negative appeals indicate latent and aware publics as target audiences. The Australian and Philippine sites showed spikes in news items published preceding the commercial release of GM crops. In both countries, biotechnology policy was the most dominant frame used. The Philippines used significantly more frames and sources in longer articles
