In the mass media, if a message is misunderstood, there is a "domino effect." This can needlessly close many hearts and minds. You can't unring a bell, so it's important to get the message right on the front end. This is a real risk that can have serious unintended  consequences, especially among already-vulnerable audiences, such as teens who've aborted, families who've lost a loved one or activists unfamiliar with issues surrounding unwanted, coerced or even forced abortions.

Due to the urgency of this issue, we have provided the research, ads, educational materials, and outreach tools and guidelines, and even free fundraising letters. However, with sensitive issues, it is important to communicate carefully.

There are many hurting individuals and families close to us.  To avoid common pitfalls, please read through all six steps below before advertising.

6 STEPS TO EFFECTIVE ADVERTISING

1. Deciding how many and which ads to run.

2. Create a simple media plan.

3. Repetition. Repetition. Repetition.

4. A few keep-your-eye-on-the-ball basics.

5. Choose from these ads for single- or limited-run usage (vs. a big campaign)

6. Great free or low-cost alternatives for the ads / flyers

In the rush to communicate, it's tempting to go out and "buy an ad" ... But a little planning is essential.  It's better to run smaller, cheaper ads more often than to run a big ad just once, which studies show is minimally effective, potentially problematic if it's out of context and will quickly drain a small budget.

A minimum level of frequency and repetition are needed for the message to really "stick." Single- or limited-run print ads work best in small or local publications, church bulletins, newsletters, etc.

Ways to address these common pitfalls are listed below, as are free/low-cost alternatives, that may be a wiser and highly effective choice for a very small budget.

There are budget ideas and easy ways to avoid common pitfalls and get the most for your money listed below.  Read all 6 Steps first. Then, if you want to run just one ad, choose from the list of effective "single- or limited-use" ads.

Then, if you want to run just one ad rather than a full campaign, any of the ad options listed in Step 6 are good choices.
 

Combining several mediums at once – e.g., a few radio and newspaper or civic magazine ads plus 3 billboards around town –- helps reinforce your message for a highly effective "one-two" punch. For even more leverage, plan simultaneous PR outreach on-line and in traditional media. For example, send a press release about the campaign, or write letters to the editor with facts about unwanted abortions.

Make a basic outline that covers a one- or two-month period or more.
Set aside a budget. (See funding ideas.) Read Which Media? and Who Needs to Hear This? for ideas and pros and cons of radio, TV, print, e-marketing, etc., based on who you want to reach and what you can spend. 

Narrow your audience, for example:

• women, college through middle-aged women 18-49,

• youth –- high school or college 

• grassroots activists –- compassionate political leaders, volunteers, senior citizens, etc.

• general interest –- see Step 6 below
   

Select the type of media they might see or hear, for example:

• women's magazines

• religious programs and networks

• radio talk shows or publications

• radio or TV programs targeted to women

• civic magazines

• other affordable local newspapers

Contact each media's ad department. Tell their advertising representative who you want to reach. Give them a ballpark estimate of your budget and ask for rates and a simple, low-budget plan to reach the people you want to reach.

Or, enlist a professional media planner or ad pro to create a plan, answer questions, or review the plan you've sketched out.

Your media plan should include a high level of repetition, consistency and frequency. It is far better to repeat a few small local ads – consistently and often – than to run a large ad just once in an expensive publication or radio/TV program.