TV Campaign for Abortion Alternatives Heads to BET, MTV

State   |   Steven Ertelt   |   Jun 15, 2012   |   1:28PM   |   Pittsburgh, PA

A national television campaign that helps black women find abortion alternatives is now heading to Pittsburgh to reach women in western Pennsylvania. The campaign that aired nationwide over 60 times during May and June on the Black Entertainment Television (BET) network will now air locally in the Pittsburgh market.

The commercial, titled, “Ultimatum” is a “Call for Help” message which aims to inform women facing unexpected pregnancies about hopeful alternatives to abortion. The message includes a toll-free phone number which connects callers with local, life-affirming pregnancy centers.

Heroic Media, an international, faith-based nonprofit organization which uses the power of media to connect women facing unexpected pregnancies with life-affirming resources and build a culture of life, is behind the commercials. Vision for Life Pittsburgh, in partnership with Heroic Media, is launching the local version of the campaign, which just got underway.

One life has already been saved through this campaign as a local woman contacted the online help page last week, visited a local pregnancy center and is receiving ongoing care and assistance for her growing family. The campaign includes advertising on cable channels BET and MTV, the Internet, bus shelters and bus interiors.

While African-Americans represent about 11 percent of Pennsylvania’s population, 42 percent of Pennsylvania abortions are performed on African-American women. In the ad airing on BET, a young black woman tells the viewer that, though her baby’s daddy says, “It’s me or the baby,” there are people ready to help. The ad ends with a phone number and Web address that connect callers to Pittsburgh’s Women’s Choice Network, where they can access free services, including ultrasound, and receive practical support throughout their pregnancy.

Television ads will air locally on BET and MTV over 250 times during June, July and August. Coordinated ads on the Internet, as well as bus shelters and in bus interiors, will be on display through the end of September.

Vision for Life Pittsburgh, a local Christian 501(c)3 non-profit, ran a six-week, life-saving TV ad campaign in early 2011 which generated 1,300 contacts to a pro-life support call center.

“Many women have said that they regret the abortion they had, oftentimes under pressure,” says VLP director Chris Humphrey. “I don’t know any women who say they regret having their baby. Thanks to Pittsburghers’ generosity, hundreds of women will become aware that abortion is not the only choice, and that there are people willing to help through to birth and beyond.”

Marissa Gabrysch, Director of Marketing, Research and Communications for Heroic Media, remarked, “Heroic Media believes that women deserve to learn about hopeful alternatives to abortion and we are thankful for the opportunity to work alongside Vision for Life to reach women in Pittsburgh. One local woman has already responded and received compassionate assistance, and we look forward to seeing many more women served through the course of this campaign.”



The text of the ad follows:

So this pregnancy wasn’t planned…it’s gonna be ok, really.

So your baby’s daddy gave you an ultimatum, “it’s me or the baby”… Come on, that’s not real love.

A baby is a life you created; a baby that will love you and need you in return.

There are people that will help you and services available. Call this number. You don’t have to do this alone.