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In the early 1990’s, Carl Landwehr led a group of pro-life business leaders to consider the question, “How would you market the product of life if that was your business?” The response – to use mass media to bring realistic debate about the abortion issue into the mainstream public arena in Missouri by addressing attitudes without politicizing or radicalizing them. This was done by designing commercials which addressed the abortion issue in a non-threatening way, and simply asked people to “Think about it.” The first educational message was aired on TV in Kansas City, Missouri, in 1992.
In 1993, Vitae commercials were seen in all major markets in Missouri and on the Missouri Tiger radio network. As Vitae encouraged people to begin thinking about the abortion issue on a heartfelt, caring level, President Carl Landwehr realized that without sufficient research of its message audience, primarily women facing a crisis pregnancy, the money invested in creating ads and purchasing air-time would likely be misdirected. With research being the key, nationally recognized consumer psychologist, Dr. Charles Kenny of The Right Brain People ® was sought out. His research, which endeavored to better understand the feelings and emotions of women faced with untimely pregnancies, provided the basis of information for Vitae’s message development and changed the landscape of the entire pro-life movement. Paul Swope outlined the findings of Vitae’s first study and wrote the article“Abortion: A Failure to Communicate” which was published by the First Things magazine in April 1998. This became their most widely searched for article and is still being included in training manuals of pregnancy help centers today.
Vitae is committed to continuing their long-standing tradition of pursuing research based messaging for their target audience and because of the vast support received from around the country, we are bridging a gap and reaching abortion minded women that are pregnant and in need. Together, we really are winning.
Check us out at http://www.vitaefoundation.org Vitae Foundation is in the Better Business Bureau’s Seal of Approval Program and was one of less than 500 organizations that was listed in a full-page ad they ran in USA Today in November 2012. Click here to see why – Better Business Bureau and give with confidence.
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