Ads work best when targeted to a specific audience over a length of time, from weeks to months or longer. It helps to focus your ads on a particular audience and area. However, abortion is unique in that it has touched the lives of virtually every person directly or indirectly. So, wherever you advertise, you're likely to change hearts and minds with this respectful and compassionate new perspective on a divisive and sensitive issue.
Finally, remember that most media have advertising sales departments that will be happy to work with you, give you rate quotes and help you in choosing something that will suit your budget and reach the group you want to reach. Some broadcast stations will run radio or TV ads as free Public Service Announcements (PSAs) during late-night or other affordable time slots.
Before selecting media ... |
Compare the price of an ad to how many people it will reach.
A low rate isn’t helpful if you’re just reaching a few people or those unlikely to be interested.
Select media that reach the audiences listed below.
Run ads often (3-7 or more times) for best results.
Exhaustive repetition of a small black-and-white ad or the smaller quarter-page version of our unchoice ads in a local publication or station will be more effective than a single, big-splash major-media ad.
Consider who you want to reach.
Good target audiences: Publications or programs targeted to ...
Teens, youth groups and college aged students
24-49 year-old women
Compassionate leaders:
religious or civic leadership, youth groups, civic groups, women's groups, ministers and counselors, volunteer organizations, philanthropists, or anyone likely to be sympathetic to this urgent concern. (note: radio –- which some stations will run FREE as a Public Service Announcement – is an ideal medium for reaching women.)
Family-oriented and general-interest publications -- nearly everyone has been affected in one way or another by abortion
Consider talk radio/TV, blogs and other forums.
Remember that talk radio, cable TV talk shows, blogs, letters to the editor, bulletin boards, and other public forums can also be a good place to raise these issues.
If you don't have funds to do this consider using our pre-written fundraising letter or see other Low-Cost/No-Cost Ways to Use these Materials.
Which media? ... pros and cons of each |
Radio is one of the most affordable mediums and can be very effective when used repetitively. It is a good medium to reach women or other highly targeted demographics. Morning and evening "drive time" are more costly, but non-peak hours work, too. (Ask your station's ad department to send you rate information for programs that target 24-49 year-old women, or ask for other recommendations to reach women, health-oriented, family-oriented, conservative, or youth.) Most stations will recommend a package that takes into consideration the number and length of ads, as well as program times and formats best suited to the audience you want to reach, e.g. talk shows, easy-listening music, contemporary rock, news, etc.
Free Public Service Announcement (PSA) option for radio or TV
Many broadcasters will run radio or TV ads as free Public Service Announcements (PSAs). PSAs may run in random, less desirable time slots. However, even late-night or early-morning time slots may reach just the person who needs to hear this message, including those suffering sleepless nights due to abortion-related stress!
Some stations will run the ads free of
charge during late-night or less popular time frames as PSAs. (See next
item.)
Stations May Run Public Service
Announcements (PSAs) Free of Charge. According to the Federal
Communications Commission (FCC) a PSA is an announcement run by the media
free of charge that promotes government or non-profit programs, activities
or services, or other community-service announcements that are in the public
interest, such as matters of health and safety.
Learn more
Network TV ads are costly, but cable stations or free PSAs are an affordable option. TV (and billboards) are considered “image” media – great for creating a general impression or breaking a stereotypical image. They are most effective if used in concert with print ads and other media, as part of a multimedia campaign. (Or, run them in strategic locations, such as near a clinic.) Since frequent repetition is needed to achieve results, using network TV is best left to groups with bigger budgets and access to professional media-buying expertise. However, some broadcasters may run the ads as free PSAs. (See radio PSA notes above.) And, there may be affordable local cable stations available, for example advertising on a women’s health program.
Contact us if you would like to add a local contact name and/or number. Certain restrictions apply.
Another “image” medium, more focused on general awareness and impressions than specific messaging. Short and simple messages are best for billboards, which must be viewed while driving by in traffic and from a distance. Like any sign, brevity is key. And, as with most ads, the same message must be seen repeatedly before it sinks in. Best used in concert with supporting print, broadcast and/or new media ads, or when positioned in strategic or high-traffic locations. The production process – involving printing on multiple posters – is best handled by a professional graphic designer or the outdoor company's art department. The process can be time-consuming, so plan ahead well in advance of when you want the ad to appear.
A good medium to reach senior citizens and other readers who may be motivated to become grassroots activists, leaders or supporters. Newspaper ads can help senior citizens or other general-interest readers to raise awareness of abortion’s harm to their own daughters, granddaughters or others within their own families and social circles. Although newspaper ads have a short "shelf-life" the ads may be clipped, saved and shared, or used to direct interested readers to www.UnChoice.com for more detailed information, plus easy-to-distribute resources.
You may also want to consider newspapers targeted to a specific audience. Or, choose from our small-space ads and run these in the more affordable classified sections.
While advertising in most national magazines is costly, some targeted, local or low-cost civic, trade and specialty magazines can be an affordable way to reach niche audiences, such as local women's groups, health clubs or civic and religious leaders, civic volunteer groups and others. Don't overlook niche publications. This is also a good place to run small-space ads or classifieds.
This can be an affordable way to reach others via ads, comments, links or content on web sites and messages in blogs or on e-lists, e-newsletters, web sites, on-line discussion groups, etc. Keep in mind that most e-lists will not permit sales or promotional messages. Adhere to each group’s policies and be mindful of the sensitivity of these issues to people who have been personally affected. Clarify any policy questions about what is and isn’t appropriate with the group moderator.
In addition to pro-life and abortion-related groups, consider teen groups, women’s groups, health groups, civic or volunteer organizations, religious groups or other compassionate leaders.
Consider small half-inch banner ads, adapting small-space or business-card-size ads, or text-only listings using text from the small-space or clip art ads. Consider news sites, women- and family-oriented sites, religious or civic group sites, or even health-focused sites. Although even small ads can be costly, the cost-per-impression may result in effective response on targeted sites
Download free posters to hang in offices and elsewhere. Use The UnChoice or Abortion Hurts Women message at pro-life rallies, marches, Life Chains, etc.
The Small Space/Clip Art page features business-card-size ads, and post cards you can print in volume and send or distribute at trade shows, in offices or in counseling, etc.
Don't forget about simple forms of sending a message, such as bumper stickers, T-shirts, sweatshirts, tote bags and even postage stamps, You can change someone's life by sharing a seldom-heard message or directing people to TheUnChoice.com to learn more about abortion's injustice and harm to everyone involved.
Click here for available products or go to www.cafepress.com/hearticons or www.cafepress.com/theunchoice.
