Pro Life Media Australia

A Change in Strategy:

ProLife Media (PLM) is now partnering with Vitae in so far as research and strategy are concerned.

Vitae has assumed a mentoring role which is invaluable to PLM.

Since the global financial crisis, they have found that it is very much more difficult to raise funds, and that it takes much longer. Their donors are not willing to wait that long to see that their money is saving lives.

Commencing in 2008, it implemented for the first time “Integrated Marketing” in New York City, the “Abortion Capital of America”, in an attempt to bring down costs, whilst retaining the ability to measure the results. “Integrated Marketing” is simply the utilising of a variety of advertising mediums instead of just television.

They have also changed their target audience to young, pregnant girls, aged 16-25 years. This audience doesn’t watch as much television as older demographics. Rather, it uses the Internet more, as well as such programs as MTV, etc. Also, with the cost of petrol increasing, it is using public transport far more frequently.

Vitae is now using media that focus on reducing the abortion rate. As funding increases, they will merge the “culture-changing” commercials back into the program.

In the New York City campaign, Vitae used MTV, the Internet, posters on the subway system and in buses, and print ads in a Spanish language newspaper frequently used by abortion providers. These ads display the phone number of a Crisis Pregnancy Centre. Their effectiveness is measured by the increase in calls to this number during the campaign. Additionally, the Crisis Pregnancy Centre keeps in contact with the mother for the duration of the pregnancy. In this way they are able to maintain statistics on the number of babies that are actually saved.

In 2008 more than 2,000 babies were saved from abortion during the N.Y.C. campaign!

Vitae has given PLM copyright permission to use the words in all of its television commercials, as well as the design used on its posters. This will be invaluable to PLM. Australian commercials will need to be produced using similar scenarios, but it is the words that contain the subliminal message that the woman in crisis relates to, and which causes her to change her mind and give life to her child. These television commercials and posters have been tested in a culture that is very similar to our own, particularly in so far as abortion is concerned.

Our main priority now is to seek those who are willing to financially contribute to the raising of the funds needed to mount integrated media campaigns in the Brisbane Media Market.
The cost of these campaigns varies significantly depending on the chosen venue.
Our supporters will be kept updated in this regard.

We will enter the other main media markets in Australia as funding becomes available.

Should you wish to become a member of our life-saving team, please complete the Application Form and mail it to the address which is on the form, along with the annual subscription of $22.00. Methods of payment are on the Application Form.