Advertising works
– but only if you follow a few simple
fundamentals. Why communicating in the mass media arena is different and
why it's important to focus on unwanted abortions first.
How to get the most from your advertising
Advertising works, but it requires planning,
patience and exhaustive repetition to be effective. If you have a simple, long-term
plan and the message is in context, focused and repeated often, you'll get
results and the results will be better.
As mentioned
elsewhere, in mass media, a high level of repetition or "reps" are
needed to change deeply held assumptions, to share the surprising new
evidence upon which The UnChoice campaign is based, and to reinforce a
new conventional wisdom. Patience - with focus, consistency and
disciplined repetition can work wonders!
In the meantime,
don't forget that PR (public
relations) is a free and highly effective way to supplement your message
and stretch your advertising dollars. You can use letters, calls,
educational flyers, press releases and special events, plus other
low-cost/no-cost options to get the message out in the short-term
while you fundraise and plan for a larger-scale multimedia ad campaign
in the long-term.
Read on for a few more
important things to consider:
Why communicating in mass media is different
Why it's important to focus on unwanted abortions
before addressing post-abortion issues
5 surefire advertising tips
Why communicating in mass media is different
"Mass media" directed to large audiences is a
power tool that must be used with caution to avoid crossed wires and the law
of unintended consequences. "One size fits all" messages are easily
misinterpreted, especially if they're out of context or don't fit widely
varying personal experiences. This is especially true for sensitive issues,
such as pregnancy-related loss and abortion. For example, a woman who has
been violently abused. deceptively counseled, or forced into an unwanted
abortion or the couple misinformed by agenda- or profit-driven gatekeepers
and guides may easily misinterpret political rhetoric as blanket personal
condemnation.
Before
advertising or communicating in mass media, such as newspaper, web
sites, radio, TV, billboards, news reports, or especially the Internet
– the ultimate mass media – there are
some important principles to keep in mind. The Internet, social
media and rapidly changing technologies have made almost all media mass
media. Social scientists identify a "cult of personality" where crowds
may identify and follow a few charismatic leaders with small sound bites
and big audiences. In such a culture, the rules have changed. Almost
everything is public or potentially public. Information removed from its
context can becoming confusing, misleading or even unintentionally
detractive. Since you can't un-ring a bell, it's important to get the
message right on the front end of your communications outreach and
always keep it within the context that unwanted abortions and coercion
are the rule, can come in many forms and from all sides and severity,
and are the rule, not the exception.
Why it's important to focus on unwanted abortions first
– a holistic message
As mentioned earlier, in the general public, many
people will filter information through their own highly varied personal
experiences, perspectives, or even what they may think they "know" that
isn't true. Clever, well-funded marketing and media spin, divisive political
rhetoric and other factors have created many deceptive and harmful
stereotypes among people on all "sides" of this issue.
In addition to
women exploited, many men and families were also victims of coercive or
deceptive counseling; for example, from experts in the helping
professions. Simplistic media stereotypes and slogans like "choice" or
"safer" abortions don't reflect the reality that coercion is not "safe,"
unwanted abortions are common and aftereffects are also heartbreaking
and serious, including higher maternal death rates.
Many mothers
have been or continue to be exploited, subjected to unwanted abortions,
maimed or even killed before, during or after abortion. Families have
lost both an unborn child and a daughter, sister or friend. Their
heartbreak is often misjudged, dismissed or condemned by others, even
those in the helping professions.
In this context,
words like "choice" may appear to presume that women, especially
vulnerable youth, individuals or families ...
are not being coerced or forced
are fully, freely and fairly informed
are offered authentic options or referrals if they are in need of
support
are protected from
pregnancy-related discrimination or coercion that can escalate to
loss of job, home, family or even life (homicide is the #1 killer of
pregnant women
The UnChoice campaign was developed with
sensitivity to these and other issues. You can support our efforts to
run a full multimedia campaign in a test market. Or, with advance
planning, you can run a campaign locally. Finally, if you want to do
something simpler, you can accomplish a lot by sharing any of the
materials on these pages:
small ads and clip art
radio ads or public
service announcements
low-cost/no-cost ideas
public relations and outreach section - reach pastors, politicians
and leaders
resources
