For example, an anti-abortion magazine ad –- or even a post-abortion healing ad –- that does not first acknowledge widespread unwanted, coerced or even forced abortions, deceptive counseling practices, and other pre-abortion injustices, in addition to expressing  compassion for those hurt by pregnancy-related injustices ... may be interpreted as judgment or a lack of compassion by:

• a mother who was forced into an unwanted abortion ...

• a young couple betrayed by a trusted physician, social worker or pastor ...

• a father who was also robbed of authentic "choice" or ...

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

However, that same ad might work well in a newsletter reaching those who already have a thorough understanding of the nuances of this issue.

A minimum level of repetition and consistency ... at least 3/ideally 6 or more times per ad ... is essential to clearly convey a message -- especially one that defies conventional wisdom!

Avoiding common pitfalls is relatively simple, with a little care and planning.

Professionally developed, planned and executed ads attend to these and other details, all working in concert to organize and simplify complex information ... and to avoid crossed wires and make it easier for people to understand and remember. An effective campaign also requires selecting the right ads, budget and planning. 

Due to the urgency of this issue, we have provided research, ads, educational materials, ad and pr tools and guidelines, and even free fundraising letters.
 

You can run a campaign, share materials in other ways, or donate to help support our efforts. We have also included effective alternatives, including: small or single-use ads, free PR materials and tips, and low-cost/no-cost alternatives for those who decide not to run a multi-media campaign.

There are many hurting individuals and families close to you ...

Please plan advertising with care and choose your words with care, too. With widespread coercion and deceptive counseling practices, words like "her choice" are easily misunderstood. Preface remarks by acknowledging widespread coercion, deception and injustices to mothers.

Ads are powerful if carefully planned; costly or even detrimental if not.

In the rush to communicate, it's tempting to go out and "buy an ad" ... But advertising is complex and costly. There are many effective options if your budget is limited.

Studies show that running an ad just once or twice is ...

• minimally effective at best ...

• potentially harmful without adequate context, continuity and repetition, and

• quickly drains a small budget

Ways to address these issues are listed below, as are free/low-cost alternatives.
Please read all six steps before deciding your advertising plans.
 

If –– after reading these 6 steps –– you want to run just one ad, we do have several "General Use" ads that are better-suited for this.  Or, you can run small ads with greater frequency for best results.  The healing "rose" campaign also offers great low cost or single-run options.
 

Our "General Use" designated ads are more appropriate for diverse audiences or mass media such as billboards that will be seen by varied groups and individuals. Read the first 5 steps first, then see Step 6 for a list of which ads will work for single- or limited-run ads vs. a full, multi-media campaign.  

Combining several mediums at once – e.g., local radio and newspaper ads with billboards –- helps reinforce your message for a highly effective "one-two" punch.  

To create a simple media plan, see Which Media? and Who Needs to Hear This? These sections include a list of the pros and cons of radio, TV, print ads, on-line marketing, etc., based on who you want to reach and how much money you have to spend.

Identify your audience, for example:

• women, college through middle-aged women 18-49,

• youth –- high school or college 

• grassroots activists –- compassionate political leaders, volunteers, etc.

• general interest –- see Step 1 above
   

Select the type of media that your audience might see or hear, for example:

• women's magazines

• religious programs and networks

• radio talk shows or publications

• radio or TV programs targeted to women

• civic magazines

• other affordable local newspapers

Advertising representatives at your local stations and publications or professional media buyers can help you with this. When planning, remember K.I.S.S. (Keep It Short and Simple)

Contact the media's ad department. Ask their ad rep for rates and a low-budget plan to reach the people you want to reach.

Or, enlist a professional media planner or ad expert to help you create or to review your plan.

Your media plan should include a high level of repetition, consistency and frequency. It is far better to repeat a few small local ads – consistently and often – than to run a large ad just once in an expensive publication or radio/TV program.

Studies show that most people must see or hear one ad

at least 3 times and up to 6 or more times before it "sticks."
 

If your budget is limited, run smaller ads more often, or –- if you can't afford sufficient repetition –- here's how to get more bang for your buck:

• Plan a fundraiser or pool resources with others to run ads. (Or, customize our free  ' fundraising letters for your donors or to send to a compassionate local philanthropist.)

• Run small ads in low-cost local, church or civic publications.
  

Having a clear, cohesive and consistent message, look and image are key.
 

Exhaustive frequency is important. Remember: studies show that one person must be exposed to one ad 6-7 times before it begins to sink in. 

Studies show:  by the time you are bored with your message, it is only beginning to take hold with your audience. 

For more tips about what not to do, read: 10 Ways to Blow an Ad Campaign

This "10 Ways" list really cuts to the chase!  Although it refers to sales-oriented ads rather than an complex "issue campaign" such as this, the basics still hold true ...

Follow them and you'll be effective. Ignore them and there is a big "opportunity cost," and the potential for mixed messages that can be spread far and wide once in the mass media. This is especially serious when so many hearts and lives have been broken, emotions run strong and stakes are high.

• Ask radio and TV stations to run the radio and TV ads as free community-service public service announcements (PSAs).

• Plan fundraisers throughout the year to run a big-splash multimedia campaign later.

• Use our pre-written fundraising letter template.  Ask your group or local leaders to support running "The UnChoice" campaign to reach hurting families close to home.

• Multiply your impact. Join forces with local businesses, organizations, individuals or groups to run co-op print ads. The business or organization can be named as a sponsor on the ads.

• Run small-space ads or insert fact sheets in bulletins, newsletters, or mailings; send out as emails, or use as links or banner ads on web pages.

• Distribute business card-size ads and bookmarks or use them as inserts in bulletins or mailings. You can also post them on your web site.

• Send press releases, story ideas and letters to the editor on this issue to the local media. Check out the PR Calendar for more ideas and ways to tie in to seasonal and other timely events.

• Check the complete list of easy low-cost/no-cost alternatives to paid advertising.

• Run ads often in specialized or local media, which can be less expensive than big national media. For example: