New Brunswick Right to Life recently began a six-week television advertising campaign to reach out to young women, the first major TV ad campaign ever undertaken by the pro-life organization.
“I am greatly encouraged by the tremendous support we’ve received from thousands of life-affirming New Brunswickers,” says Peter Ryan, executive director for NBRL, of the campaign that began on Oct. 8. “What is especially exciting is that we were able to negotiate more than 400 spots in total. When we began this campaign we were envisioning about 200 commercials.”
The ad campaign, aimed at helping women between the ages of 18 and 34 who may be considering abortion and featuring a toll-free number women can call for help and information, includes different ads on the province’s English Global Television Network and the French TVA.
Several local pro-life chapters from across the province held fundraising dinners and events to raise funds for the $35,000 campaign. “At the moment (early October) we are still running about $5,000 short of our goal,” says Ryan. “But a fundraising dinner in Saint John on Nov. 19 will be a big help.”
The response from pro-life supporters who have seen the commercials is very positive. “It’s a wonderful way for people experiencing a crisis pregnancy situation to learn how to contact those who can really help them,” says Regina Spencer of Fredericton.
Margaret Green of Miramichi City says the ads are eye-catching and the messages are wonderful. She is especially fond of the ad with the two seeds. “I think this is a very powerful ad because it relies on the visual with just a simple message at the end: choose life,” says Green.
“When I saw the ads on TV, the impact was just as great as the first time we saw them because we knew this was being viewed by thousands of people,” said Thaddee Renault, vice-president of Fredericton Right to Life. “People cannot look at these ads and not be moved.”
The three 30-second ads selected for this campaign are the creation of Compass Arts of Grand Rapids, Mich. Each spot costs approximately $175, and ads are being aired on both prime-time and day-time programs including shows like Friends, Survivor, and The Young and the Restless.
One ad features a young dancer in her studio. Viewers hear her thoughts about her intuition and the importance of trusting it. Another ad shows someone planting two seeds, one is removed and the other grows, then viewers see a little boy making faces. The visual message is strong: life is full and vital whereas the opposite choice is empty. The third ad shows a young girl trying to get through the crowded stairs at school (going the opposite way). The message over the visual is about how hard it is at times to go against the crowd, to be yourself, to dare to listen to your inner voice and do what you believe in.
