Internet Links
Contact Us
Television Ads
Pregnancy Crisis Centres
Feedback Survey
Donate Now
Email Me

Either read below or alternatively view a short Presentation here

The Need:

Currently, on a national basis, around 100 000 children are killed each year in Australia by abortion. For every three children born alive, one is killed by abortion. It is a sad, but fair, comment to make that, in our country, the most dangerous place for a baby to be is in its mother's womb!

The pro-life movement has saved many lives and changed many lives but when you look at the big picture there are still overwhelming numbers of unborn children being killed and corresponding huge numbers of mothers, & families being devastated, often in unseen ways, by these abortions.

For more than three decades the pro-life movement has stood up to defend perhaps the most crucial principle in any civilised society, namely, the sanctity and value of every human life.

Recent cutting-edge research on the psychology of pro-choice women offers insight into why the pro-life movement has not been as effective as it might in persuading women to choose life; this research also highlights new approaches to improve dramatically the scope and influence of the pro-life message, particularly among women of child-bearing age.

This research, done in America, has been found to be cross-cultural, with similar perceptions of motherhood, adoption, and abortion, having been found in England and in Australia.

The Answer:

This research was pioneered by the Vitae Caring Foundation, a group located in Missouri, U.S.A., which presents the pro-life message to the public via television. For a better understanding of their work go to: www.vitaecaringfoundation.org

The report suggests that modern women do not view the abortion issue within the same moral framework as those of us who are pro-life activists. Our message is not being well received by this audience because we have made the fatal error of assuming that women, especially those facing the trauma of an unplanned pregnancy, will respond to principles we see a self-evident within our own moral framework, and we have presented our arguments accordingly. This is a miscalculation that has fatally handicapped the pro-life cause. While we might not agree with how women currently evaluate this issue, the importance of our mission and the imperative to be effective, demand that we listen, that we understand, and that we respond to the actual concerns of women who are most likely to choose abortion.

For more than three decades the pro-life movement has framed much of its argument based on the thesis that people need only to be shown more clearly that the foetus is a baby. They have assumed that if the humanity of the unborn is understood, the consequent moral imperative, ‘killing a baby is wrong' will naturally follow, and women will choose life for their children.

This report, however, suggests that modern women do not see any ‘good' resulting from an unplanned pregnancy. Instead they must weigh what they perceive as three ‘evils', namely, motherhood, adoption, and abortion.

In fact, while abortion itself is seen as something evil, the woman who has to make that choice is perceived as courageous, because she has made a difficult, costly, but necessary decision in order to ‘get on with her life'. This is why women feel protective towards the abortive woman and her ‘right to choose', and deeply resentful towards the pro-life movement, which they perceive as uncaring and judgemental.

Note that the primary concerns in any of the three options revolve around the woman, and not the unborn child. This helps to explain the appeal of the rhetoric of ‘choice'. It offers the sense that women in crisis still have some control over their future, and it allows women who may dislike abortion themselves to still seem compassionate towards other women in crisis.

Following this research, the Vitae Caring Foundation modified its ads accordingly, and now has as its primary focus the goal of changing the culture of abortion which presently exists in American society; to alter the mind-set of the people. They believe that for any lasting change to be achieved, a person must have a basic change of heart. When this happens, a drop in the abortion rate will automatically follow. In America television has been used exclusively as they believe it to be the most influential medium of our time, and it allows one to carefully target the audience to be reached.

How effective have these ads been? As an example, in 1997, a campaign was conducted in the greater Boston market, covering an audience of 4 400 000 adults. Baselice & Associates of Houston, Texas, conducted the polling. Five hundred interviews were completed in both pre and post polls, with a margin of error of 4.9 percent at the 95 percent confidence level.

The post-poll showed a shift of 7 percent among the entire population of the region, translating into a total of 308 000 adults who switched to the pro-life position. Was this shift perhaps due to other factors, such as the partial-birth abortion debate? This question was answered by studying the cross-tabulations which showed that the pro-life shift was entirely among those who remembered seeing the ads on television. There was no movement in the pro-life direction among those who did not recall any such ads.

In fact, the pro-life sentiment among those who recall the ads almost doubled (from 20 percent in the pre-poll to 36 percent in the post-poll), while the pro-choice position dropped significantly (from 33 percent in the pre-poll to 25 percent in the post-poll).

Nationally, and to bring us more up to date, during 2003, the pro-abortion ‘Center for theAdvancement of Women' conducted a nationwide poll among women to discover what they felt about so-called ‘women's issues', including abortion.

This survey indicated that the majority of American women are now pro-life. This confirms that, since Vitae first commenced airing these ads in 1993, tremendous progress has been made toward achieving its goal of positively impacting the American culture.

As president, Carl Landwehr says, ‘Poll after poll and survey after survey show the culture moving in the direction of life…'. They hope to be able to put a major campaign to air in each of their 21 main television networks by the end of 2005.

Landwehr continues, ‘The time is ripe for our message to take a stronger hold on the American culture. The future has never looked brighter.'

It is the remarkable success that the Vitae Caring Foundation has had with its series of ads in turning around the abortion culture in America, in those states where they have been shown, and, consequently reducing the abortion rate, which has inspired the founding members of ProLife Media to explore the possibility of duplicating this work in Australia.

The Goal:

To duplicate the work of the Vitae Caring Foundation in this country. Their experience has taught them however, that unless you air enough ads, for enough time, at the right times of day, it is very easy to waste money using mass media. Their minimum campaign is 13 weeks, with approximately 600 – 800 ads airing during that time on carefully chosen programs that are watched by women aged 18 – 45. They try and do this twice a year in each market.

Their consultants suggest that the psychological insights from their research cross cultural as well as national barriers. In fact, the Australian culture is very much the same as the American culture, particularly in regard to the abortion issue.

After discussions with the three commercial channels, we estimate that to put a campaign to air in the greater Brisbane Market would cost in the vicinity of $1.5 million. Ideally, this would need to be done twice a year. This includes a figure of 10 percent for administration and development costs, as well as GST.

Clearly, a very significant fund-raising campaign needs to be put in place to raise this capital.

Initial Establishment:

Our main priority is to seek those who are willing to financially contribute to the raising of the funds needed for the television advertisements.

Our first campaign will be the Greater Brisbane market. This market extends from Coolum to the Tweed, and west to the ranges, and has an adult viewing audience of more than 2.2 million. As previously mentioned, we intend to run two 13-week campaigns in each market in every twelve-month period, so that the commercials are on air for six months of the year.

We desire to put our first Brisbane based campaign to air as soon as possible, and so are now looking for substantial donations.. Similar fund-raising campaigns will be put in place in each state in due course.

Please consider using your finances (or if you are a Christian please consider this as part of your tithes and free-will offerings) to help us to get these commercials to air, and thus help us change our society's attitude, and hence its propensity for abortion as the least ‘evil' choice.


The terrible miscalculation of young women is that abortion will make them ‘un-pregnant', that it will restore them to who they were before their crisis. But a woman is never the same once she is pregnant, whether the child is kept, adopted, or killed. Abortion may be a kind of resolution, but it is not the one the woman most deeply longs for, nor will it even preserve her sense of self. If those of us in the pro-life movement can help women to see this for themselves, we will have done much to disengage our culture from the abortion mentality.

Should you wish to become involved in this life-saving ministry, which will be new to Australia, please go to the Donate Now page or contact us to organise a one-off donation or regular giving. Additionally, you may like to consider becoming a member of ProLife Media. If so, just print out the Membership Form (Word version here) & mail it to us. Please Do Not Send Any Money at this point.

 An example of Vitae in Ontario

|Welcome| |Overview| |About| |Objectives| |FAQ| |Articles| |News| |Internet Links| |Contact Us| |Television Ads| |Pregnancy Crisis Centres| |Feedback Survey| |Donate Now|