Advertising -- when planned and executed properly -- is a proven way to inform others and to change attitudes, hearts and minds. However, getting results requires a focused, consistent and professionally developed message followed by exhaustive repetition. a high level of consistency and repetition is essential! This is especially true when an  advertising message is relatively new and defies conventional wisdom, as new evidence in The UnChoice campaign does.

The UnChoice campaign counters inaccurate but widely accepted stereotypes about abortion and "choice" vs. coercion, exploitation and systemic abuses. Most Americans on all "sides" of this issue assume abortion is about free, fair and fully informed "choice." Evidence shows significant pre-abortion coercion and abuse, only intensified by post-abortion heartbreak, maternal injury, grief and deaths.

Steady, consistent and respectfully presented advertising and education can help break down barriers on all "sides" that often interfere with people's views on abortion-related issues and their openness to the message.

The UnChoice campaign was developed by experts with attentiveness to these and other details -- especially those related to the Elliot Institute's research and expertise regarding systemic exploitation, abuses and equally sensitive post-abortion issues, which have broken many hearts, lives and families, and led to the deaths of mothers, too.
 

There are many free or low-cost ways to use the ads and educational materials on this site. For example:

• Choose small ads and clip art to run in bulletins, classified sections, etc., of print or online publications of any size. Small or highly focused trade or interest-group publications can be quite effective. Other materials on the Mix & Match menu make great mailing inserts, posters or handouts.

• Run free or low-cost radio ads -- many family-friendly stations will run the ads as free Public Service Announcements (PSAs). Most stations run PSAs during late-night or early-morning time slots. You can run radio ads as podcasts on web sites, blogs and social media, or play them from your booth or table at fairs, rallies and events.

• Print postcards, flyers or business cards to hand out or run in low-cost or free civic group, trade or local publications.

• Ask a sponsor. Ask a family-friendly business, a compassionate corporate leader or civic group, etc., to sponsor or co-sponsor co-op ads featuring their logo or message. Many will do this as a philanthropic way to give back to the community and gain visibility while helping to build stronger families and support networks.

• Plan a fundraiser. Enlist the help of youth groups, civic groups and volunteers to help plan and execute a fundraiser. Or, join with like-minded groups to pool efforts and divide the cost. If you plan ahead, partner with others, or invest a little more, you can work miracles! (See Ads 101.) 
   

• For more free or low-cost ideas:
   

  Low-Cost/No-Cost Ways to Use these Materials 

  Advocacy & Outreach section -- Has free or affordable PR and educational resources, project ideas and tips, plus supporting materials

  PR/Events and Planning Calendar -- Ideas and links to resources for various seasonal and nationally recognized events that can leverage your outreach

  Mix & Match Menu -- Everything on this menu is suitable to run virtually anywhere with little or no media expertise, alone or as part of a campaign.

   

Why The UnChoice campaign message is unique and worthy of air-time.
 

There is new evidence that changes public presumptions and attitudes about abortion and there are key messages that this evidence-based web site and campaign convey:

1. The "Unwanted Abortions" message introduces shocking new evidence that most abortions are unwanted or coerced -- a message that reframes abortion as a two-fold human rights abuse, not authentic "choice."
   
   New evidence that most (not all, not some, but most) abortions are unwanted or coerced. Many -- even in America -- are forced. Coercion -- even under current lax abortion laws -- is illegal and an internationally recognized human rights abuse, yet common. This evidence reframes the issue as an assault on the rights and lives of both the unborn and women.
   
   Post-abortion harm, trauma, health injury and heartbreak are presented within the context of significant, systemic and often synergistic "pre-abortion" exploitation and abuse.
    

2. The "Unsafe" message can save lives today by deterring those who coerce or consider abortion, and in the long-term by exposing abortion's abuse and harm to women, too, including maternal trauma, injury and deaths.
   
   Evidence in this campaign warns parents, policymakers and leaders, and educates them and the general public about the risk and injustice of coerced, forced or deceptively informed abortion and serious, potentially life-threatening aftereffects.
   
   It will protect vulnerable teens, women and families from coercion, discrimination, disinformation, violence or forced abortion and aftereffects, including maternal deaths.
   
   It will deter those who would consider, coerce or force abortion on someone they love or under their authority or power, by educating them about physical risks and also putting them on notice that coercion, even under current permissive abortion laws, is illegal.

    

   It will inform the public that coercion can escalate to violence or even homicide, the number one killer of pregnant women, plus post-abortion injury, trauma and maternal death rates nearly 4 times higher.

    

   It will warn parents and others about the risk of both coercion and post-abortion issues, including a long list of injuries or even suicide.

    

   It will expose abortion's injustice, harm and heartbreak to everyone involved.
    

3. The "Unfair" message lets Americans know ...
    

   A stacked deck, shell games, professional negligence, coercion or force represent systemic abuse not authentic "choice" as most understand it. The UnChoice campaign exposes abuses, injustices and risk to both the unborn and women. It endangers both the unborn and women who deserve real support, not abuse, coercion or ultimatums, and heartbreaking trauma and aftereffects, including deaths that can happen before, during or after abortion. Women and their children -- and all of society -- deserve better!
    

4. The UnChoice campaign saves lives -- often two at a time -- while changing attitudes and the culture. It also sends a compassionate message to individuals and families at risk or hurt. They need to know:
   
   a) They are not alone,
   b) We acknowledge and care about this abuse, exploitation, injustice, heartbreak and loss surrounding abortion and its aftermath, especially for those most vulnerable,
   c) We want to defend the authentic rights and needs of babies, mothers and families,
   d) That help, hope and healing are possible, and
   e) That those interested in learning more, and finding or offering help can visit TheUnChoice.com to find answers, help and hope.

12 things you can accomplish by running this campaign

Why this campaign is different ... and essential

Issue advertising is different and must be handled with care. It can be powerful if done right ... harmful if not. Ads, campaigns and messages must be carefully presented within a consistent, respectful and non-presumptive "big picture" context and narrative.
 

"Issue advertising" to educate or re-educate consumers is very different from traditional selling or marketing of a product or service. This is especially true when many in your audience have been misinformed or ignorant about some aspects, or who are directly or indirectly personally touched by the issue. For example, this may include  individuals or families who were or are victimized by unwanted, coerced, deceptively informed or even violently forced abortions or others who lost no only a child but a daughter, sister or friend to pregnancy- or abortion-related abuse. 

In mass media and elsewhere, perception is reality.

It's also important to be mindful of the challenges posed by diverse audiences,  attitudes, and highly varied personal experiences or levels of knowledge. Many among the general public have been misinformed by well-funded propaganda, misguided or conflicted education and formation, etc.

In such an environment -- especially within today's often-hostile or divisive political climate -- a good, but out-of-context message has great potential to confuse some or cause others to feel misunderstood, unfairly judged or even condemned.