The campaign, organized by the Austin, Texas-based Heroic Media in partnership with the Michigan-based Bethany Christian Services, aired 45 spots over a four-week period on the Oxygen Network during the reality TV show “I’m Having Their Baby.”
The ads featured a pregnant woman who told viewers why she plans to put her unborn child up for adoption.
“The commercial has already impacted lives across the country and we will continue to air it in hopes of connecting women with adoption resources in 2013,” Bill Blacquiere, president and CEO of Bethany, said Jan. 7.
The ad included a website address and a phone number for pregnant women to contact to learn more about adoption.
Because of the campaign, organizers said, hundreds of women contacted licensed pregnancy counselors with Bethany Christian Services to learn about their options. Many are considering whether to prepare an adoption plan for their child.
One mother in Florida had been considering leaving her baby at a hospital after she gave birth, which is allowed under state law. She then decided to place her daughter with a pastor and his wife through Bethany Christian Services.
The campaign developed after a research team organized by Heroic Media asked leading adoption agencies about the women they served. The team explored the questions and fears these women have and explored how Bethany could address these.
Marissa Cope, Heroic Media’s director of marketing research and communications, said the ad was intended to reach the key target audience of women aged 18 to 34 who may be facing a decision about an unplanned pregnancy.
The ad is intended to communicate clearly that adoption is an option. Its message focuses on adoption as a “positive solution” and alternative for a birthmother, a “life-changing blessing” for adoptive parents and “a gift of love and hope” for adopted children.
The actress performing in the ad tells viewers that women can choose the adoptive family for their baby and assures women that they will receive help throughout the rest of their pregnancy.
About half of the more than six million pregnancies in the U.S. each year are not planned. The ad targets these pregnant women, especially those in their twenties who account for more than half of all abortions.
Blacquiere said Bethany’s campaign with Heroic Media represents “a partnership between two national leaders in the fight for life and alternatives to abortion.”
Heroic Media aims to change women’s hearts and minds about abortion through research-based television and internet commercials, billboards and other media. Its website is www.heroicmedia.org.
A national ad campaign that promotes adoption as an alternative to abortion has reached hundreds of women and has helped many of them arrange adoptions for their babies.