1. Which ads, when and how many? Is running just one ad a good idea?

In the rush to communicate, it's tempting to run one ad or a few ads, randomly rotated. But a little planning is needed to ensure good results, avoid pitfalls and multiply your impact. For example, it is far better to run just a few smaller, more affordable black-and-white ads with higher frequency than it is to run one or two full-color ads that only appear once or twice.

Studies show that the one-time "flash-in-the-pan" approach is minimally effective and can even be detrimental. This is especially true with a sensitive issue that:

1) defies conventional wisdom

2) competes with slick propaganda that has effectively sent false or misleading messages

3) goes into an arena where personal experiences and understanding vary widely

4) may be out-of-context if established disinformation and context goes uncorrected and relevant prefaces and new evidence are not conveyed

In such situations, a "one-size-fits-all" or single-run message is easily misunderstood. The law of unintended consequences prevails and this approach can even close doors or cause further confusion, or get lost in the crowded field of messages. It will also quickly drain a small advertising budget.

For example, the public presumes abortion is about "choice," yet studies show most abortions are unwanted or coerced and that a significant number - even in "free" nations - are directly or indirectly forced, sometimes violently.

Another example is that people on all sides presume abortion is about "safe" "healthcare," yet unwanted or deceptively sold abortions where most feel rushed and pressured, yet 67% received no counseling and 79% were not told about available alternatives is neither "safe" nor "healthcare" as most understand it. But without first educating people about this reality, they may make snap judgments about abortion or its aftereffects and tune out.

Fortunately, there are still many ways you can get the job done for little or no money. (Learn more below.) Whatever you do, remember that a minimum level of frequency and repetition are needed for the message to really "stick."

If you do want to run just one or a few random ads, you can still be effective, if you use these simple tools:

a) Select from our menu of "Mix and Match ads," suitable for general use with various types of audiences and media. 

b) Advertise in smaller, free or low-priced local publications, such as church bulletins, newsletters, trade or civic magazines, etc., which are especially effective for small ads. Any publication, from a school newspaper to a women's club magazine to a senior citizens flyer can reach people who need or will offer help.

Or, you can insert an informational ad that takes a "big picture" approach, which places the message in its big-picture context. Examples of this include the "What Every American Needs to Know" ad or flyer or the "Forced Abortion in America" ad or flyer. Ads like this inform people about the pretext of abortion -- new evidence that most abortions are unwanted or coerced and other issues -- before presenting evidence about "post-abortion" issues and risks. This pre-abortion evidence, which doesn't claim to speak to or about any or all women, helps keep post-abortion issues in a non-presumptive, informational context.

c) Most ads are also available in black-and-white versions and you can also choose the smaller, quarter-page ads from The UnChoice campaign, which are more affordable that full-page, full-color versions.
 

c) Run co-op ads to share the cost, and ask a business sponsor, philanthropist or civic group to sponsor the ads and put their logo or message in the set-aside box.

d) Postpone the project until you can raise funds and choose from our free or low-cost ideas.

Ways to get the best results and address common pitfalls are listed below, as are free or low-cost alternatives that may be a better choice. Also, the short descriptions on the ad campaign page will help you decide which option works best for your budget, goals, staff, level of knowledge or expertise, timetable and resources.

Read all 6 Steps first. Then, if you want to run just one ad, choose from the menu of designated, effective "Mix-and-Match" ads.