why advertise?
a simple, affordable and effective power tool Why advertise?
It's a proven way to inform others and to change hearts and minds, if done with a focused, consistent, respectfully presented and professionally developed message ... repeated often.
You can use our ads to advertise quite affordably, from small bulletin ads and free radio ads to small ads posted on web sites, forwarded as emails, postcards, flyers or business cards, or run in low-cost publications, local cable networks, or mixed and multi-media campaigns priced to suit any budget. (See Ads 101) Steady, consistent advertising helps break down barriers that often interfere with people's openness to your message. If left unaddressed, these misconceptions can also cause teens, women, men and families hurt – including cases of pregnancy-related abuse, forced or deceptively informed abortions – to feel or to be unfairly stereotyped, dismissed, misjudged or even condemned, a reality that can aggravate or lead to serious problems. The UnChoice campaign was developed with attentiveness to these and other important background details. Why this campaign is different ... and essential This campaign compassionately introduces important new evidence of widespread unwanted abortions and other abuses and risks, including aftereffects that range from physical and emotional trauma to high post-abortion death rates. The campaign incorporates the insights and expertise of leaders who specialize in complex and highly sensitive pregnancy- and abortion-related issues. It is respectful of the deeply personal, painful and highly varied experiences of women who survived abortion ... and of the families of those who did not. Within the context of unwanted abortion, it educates Americans who tolerate, promote or push abortion on loved ones about coercive injustices, risk, grief, injury or death in abortion's aftermath ... it exposes deceptive counseling and coercion in many sectors of society, such as schools, healthcare, social-service, familial or even faith-based arenas. It exposes predatory abortion practices and educates leaders who may be unaware of just how widespread, significant, intense, systemic and dangerous coercion, in its many forms, is, in addition to the painful, sometimes deadly aftereffects. The campaign was developed with attention to small and sometimes subtle, but important details, all working in concert to organize the information for mass media and mixed audiences. In such an arena, crossed wires can send an unintended message or close hearts and minds. We have attended to details that make it easier for the general public to contextualize, understand and remember a message that challenges preconceived notions about "choice," "wanted," or "safe" abortion. What this campaign – grounded in pivotal new research-based evidence – can do: 1) The "unwanted" preface of the campaign introduces new evidence of: a) widespread unwanted, coerced, deceptively informed or even forced abortion and other related injustices, and
b) post-abortion harm, health injury and heartbreak.
2) The "unsafe" message of the campaign deters abortions by: a) warning those at risk of coerced, forced or deceptively informed abortion,
b) protecting youth, women and families from coercion, discrimination, disinformation, violence or forced abortion,
c) deterring those who would consider, coerce or even force an unwanted abortion on someone they love by educating them about physical risks, and d) exposing abortion's injustice and harm to the very people that it was supposed to help 3) The "unfair" message lets Americans know about the abuses, injustices and risk to those they love who deserve real support, not coercion or ultimatums. 4) It sends a message to women and families already hurt that ... a) you are not alone
b) we see and care about the injustice and heartbreak ...
c) hope and healing are possible, and d) people can visit TheUnChoice.com to learn more, download resources to educate others, or find help. avoid common pitfalls to get the best results |
Advertising can be powerful if done right, harmful if not.
"Issue advertising" is quite different from traditional marketing of a product or service. Especially against a backdrop of unwanted, coerced, deceptively informed or forced abortions ... as well as the challenge of diverse audiences, attitudes and personal experiences. In this climate, a good, but out-of-context message can confuse some or cause others to feel misunderstood, unfairly judged or even condemned. For example, an anti-abortion ad or even a post-abortion healing ad that does not also reflect an awareness of pregnancy- and abortion-related injustices to women and families ... may be misinterpreted as a lack of compassion, for example, by: the mother who was forced into an unwanted abortion, the young parents given false information or guidance by a social-services, professional, physician, experts, leaders, or even a trusted pastor, a father who was also robbed of authentic "choice," or families who grieve the loss of a daughter, sister, wife, mother or friend in the aftermath of abortion.
However, that same ad might work quite well in a newsletter reaching those already familiar with the nuances of this issue. In the mass media, if a message is misunderstood, there is a "domino effect." This can close many hearts and minds. Since stakes are high, it's important to get the message right on the front end. This is a real risk that can have significant unintended consequences, especially among already-vulnerable audiences, such as teens who've aborted, a traumatized mother who is contemplating suicide, families who've lost a loved one in abortion's aftermath, or political activists who may be unfamiliar with issues surrounding unwanted, coerced or even forced abortions. Due to the urgency of this issue, we have provided the research, materials and guidelines, and even free fundraising letters to help you raise money to run this campaign locally. However, with sensitive issues, it is important to advertise with care. There are many hurting individuals and families close to us. To avoid common pitfalls: ► Choose from Series 1 or Series 2 if you want to run just one or a few ads, ► Choose from Series 2 or Series 3 if you want to run a campaign, and follow the planning instructions in Ads 101: 6 Steps before doing a campaign. 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 | 
