For the first time in the history of Toronto television, pro-life advertising is on the air.
A project of Campaign Life, the makers of the popular Construction Safety Association ads have produced a 30-second spot which began showing on CHCH-TV, channel 11, Hamilton, Mar. 7. Channel 11 can be seen in Toronto and area as well as Hamilton.
The ads also began broadcasts Mar. 7 on CTV-affiliate CKY-TV, Winnipeg. And the selection of these major urban centres was not accidental.
“We need the help of those who are sitting on the fence of this issue (abortion) to fight (Dr. Henry) Morgentaler, who plans to open abortion clinics in these cities,” said Pat Gerretsen, producer of the spots and co-owner with her husband of Gerretsen Productions, Ltd., the makers of these spots.
Four spots were suggested to CHCH but only two were acceptable. “The other two dealt with the large sums of money abortionists make,” said Jim Hughes, chairman of Campaign Life Ontario. “but were rejected by their lawyers because of this.”
Another ground for rejection was the extensive American content introduced by the ads’ spokesman, fetologist and ex-abortionist, Dr. Bernard Nathanson of New York.
“They felt we would have to back up the American experience with facts and other material,” said Mrs. Gerretsen. “So we made a third commercial, sort of a combination of the two which were approved.”
The commercials are titled “Life in the Womb,” “Freedom of Choice” and “New Technology.” In each of these ads Dr. Nathanson is seen conducting an ultrasound test on an expectant mother and explaining to the viewer that the human figure they see on the screen is the fetus-“an identifiable human being.”
The three spots will run alternately for two weeks at all times of the day the stations broadcast appearing on soap operas, news broadcasts and prime-time broadcasting programming.
“We chose the soap opera spots because we felt a lot of expectant mothers, possibly considering abortion, would see them and change there minds,” said Mr. Hughes.
Air-time costs for CHCH-TV is $15,000 for two weeks; for Winnipeg, $5,000; and the production costs, $8,000. The total $28,000 is being paid by Campaign Life from private donations from the public. Helping pick up the costs in Winnipeg is Manitobans for Life and a private citizen who donated $1,000.
Gerretsen Productions have also donated their fees, except costs, as did Dr. Nathanson.
The ads will be seen a total of 55 times in two weeks on each station and it is expected that even with pro-choice resentment the ads will probably cause, the stations will not nullify Campaign Life’s contract.
“We chose channel 11, because they aired the Nathanson-Morgentaler debate,” said Mr. Hughes “We didn’t even approach any of the others (in Toronto). “We gave them (CHCH and CKY) the contract in good faith and I’m sure they will comply.”
Three years ago pro-life ads produced by the Archdiocese of Toronto were not allowed airing on local television because of their “controversial nature.” And in the fall of 1981, award-winning poster ads were rejected by Toronto’s transit commission for display because of their “controversial nature” even after a contact was signed sealed and delivered.
“We don’t think that will happen this time,” said Mr. Hughes. “Sure the pro-abortionists will be very upset, but they will just be upset with seeing a tasteful, pro-life ad listing facts without any emotion.”
Depending on the success of this pioneer venture, the ads will be circulated around the province and eventually Canada. “Right now, we have Barrie, Kitchener and Peterborough in mind,” said Mr. Hughes.
And if enough money is generated by the ads from the private sector, Campaign Life will consider the production of new ads altogether.
