The UnChoice campaign counters inaccurate but widely accepted, repeated and often detrimental presumptions about abortion. Most Americans on all "sides" of this issue assume abortion is about free, fair and fully informed "choice." 

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 communications professionals with attentiveness to these and other details. Due to the urgency and potential of new evidence, we are making many of our ads and educational materials available free of charge. ou can use our free of charge to communicate effectively, compassionately and affordably, however donations, however small, are always needed and appreciated. (See Terms of Use for details.)

No budget? No problem!

There are many free or low-cost ways to use the ads and educational materials on this site. For example, you can choose small ads to run in bulletins, classified sections of many print or online publications. Other materials make great mailing inserts or handouts.

Choose radio ads to run as free Public Service Announcements (PSAs). Consider printing postcards, flyers or business cards to hand out or run in low-cost civic or trade publications. Ask a compassionate corporate leader or civic groups to sponsor co-op ads featuring their logo, or ask them to sponsor a complete campaign.

Want to move mountains? With just a mustard seed of planning, you can do even more. Plan a multi-media campaign sized to suit any budget. Involve youth groups or civic groups 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: 6 Steps) Plan a fundraiser to run a campaign later. Find more ideas on the low-cost/no-cost ways page.

4 reasons this campaign is different ... and essential

1. This campaign compassionately introduces important new evidence of unwanted abortions and other abuses and risks, exploitation and trauma before, during and after abortion. This includes aftereffects that range from physical and emotional trauma to high post-abortion death rates. 
    

2. This campaign is grounded in credible, peer-reviewed academic research and 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 hurt, including beloved daughters, sisters, wives or friends who did not survive.
    

3. Within the new context of unwanted, coerced or forced abortions, it educates the public about other risks and heartbreaking aftereffects that are endangering the rights and lives of women, too.
    

4. 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 a mixed public arena, people have varied levels of understanding, awareness and personal experiences with abortion. Crossed wires can easily happen sending an unintended message that closes hearts, minds and doors. We have attended to details that make it easier for the general public to contextualize, the "big picture" evidence without presuming individual circumstances. This helps them to understand and remember a message that challenges preconceived public rhetoric about "choice," "wanted," or "safe" abortion.  

Key messages that this evidence-based web site and campaign conveys:

1. The "Unwanted" message of the campaign introduces new evidence of coercion - an abuse that happens "before" abortion. 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 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 systemic and often synergistic "pre-abortion" exploitation and abuse.
    

2. The "Unsafe" message of the campaign saves lives today and in the future by deterring those who push, tolerate or coerce abortion, and by exposing abortion's exploitation and harm to women.
   
   Evidence in this campaign warns parents, policymakers and other leaders,  and educates the general public about the risk and injustice of coerced, forced or deceptively informed abortion and serious, potentially life-threatening aftereffects.
   
   This evidence will help 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 an unwanted abortion on someone they love or under their authority or power, by educating them about physical risks and putting them on notice that coercion, even under current permissive abortion laws, is illegal.

    

   It will also 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 about ...
    

   A stacked deck, shell games, professional negligence of abuse of various forms of power are not "choice" as most understand it. The UnChoice campaign exposes abuses, injustices and risk to both the unborn and women. It hurts those they love and endangers both the unborn and women who deserve real support, not abuse, coercion or ultimatums and heartbreaking trauma and aftereffect.

    

4. The campaign sends a compassionate 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) Those interested in learning more, finding or offering help can visit TheUnChoice.com 

12 things you can accomplish by running this campaign

• the mother who was forced against her will 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 denied authentic "choice," or

• families who grieve the loss of a daughter, sister, wife, mother or friend to coercive violence or in the aftermath of abortion.

On the other hand, the same ad might work quite well in a newsletter reaching those who are already familiar with the nuances of this issue, for example volunteers, counselors or ministers who work in pregnancy-outreach centers or expert post-abortion counselors and clinicians with experience in such issues.

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.

Many women -- especially teens or those who had unwanted or regretted abortions as teens -- are literally traumatized by abortion. Sixty-five percent suffer symptoms of PTSD. Rates of Clinical Depression and suicide are significantly higher after abortion.

In this context and in today's divisive political environment and harsh rhetoric, it is important to follow these guidelines and to advertise with care. There are many hurting but often silent individuals and families very close to us within our own circles.

To avoid common pitfalls ...

If you don't have the time or budget to do a full-scale campaign, it's safe to choose from our Mix & Match menu of materials designed for general audiences who may not have the "big picture" about abortion. These ads will be good introductory messages for those who are new to this issue.

• Mix & Match. Choose from our Mix & Match Menu of materials designed for those who want to run just one or a few ads or basic, low-cost educational materials. These introductory ads are suitable for general audiences who are unfamiliar with this issue.
   

• Campaigns. Choose from Campaign A: The UnChoice campaign or Campaign B: Healing & Awareness campaign, if you want to run a more complete, comprehensive campaign. These ads are designed to run as a "family" and require more repetition to be properly understood and to be effective.

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