Planned Parenthood has invested millions of dollars in marketing, year after year over many decades, to ensure that all young women know the name Planned Parenthood. Research from the Charlotte Lozier Institute reveals that 93% of women recognize the name Planned Parenthood.
In addition, Planned Parenthood strategically uses the phrase “health care” when promoting themselves to women because “health care” providers are known by members of our society as individuals or entities that do, in fact, “help” women become healthier. Of course, we all know that Planned Parenthood’s primary form of “help” is to offer an abortion to women facing unexpected pregnancies.
As much as we in the pro-life movement scream at the top of our lungs that getting an abortion is not actually helping a woman, what do we have to offer women as an alternative to Planned Parenthood’s version of “help”?
Fortunately, we have Pregnancy Help Centers (PHCs) around the country which stand ready to provide women with whatever they need to overcome the fears that caused them to seek an abortion.
But, there is a problem.
Unlike Planned Parenthood, Pregnancy Help Centers individually, and the pro-life movement as a whole, have not invested sufficiently in marketing over the years to ensure that women were aware of the help available to them at local PHCs should they face an unexpected pregnancy. The same research from the Charlotte Lozier Institute that indicates such high brand awareness for Planned Parenthood also shows that less than half of women even know what a Pregnancy Help Center is. Our own research at Heroic Media confirms this sobering reality.
As a marketer, it seems obvious to me that if women don’t knowabout Pregnancy Help Centers before they face an unexpected pregnancy, then women will not go to Pregnancy Help Centers when they face an unexpected pregnancy.
The good news is that, because of your generous support, we are having measurable success at countering Planned Parenthood’s indoctrination of tens of millions of young women. In early 2017, Heroic Media began using our OAASYS (On-Demand Alternatives to Abortion System) service to reach young women between the ages of 18-29 with short 30-second videos on YouTube, Facebook and Instagram. The message of the videos is simple: If you face an unexpected pregnancy, there are Pregnancy Help Centers nearby that can help you.
In our test market in Oklahoma City, research showed that after only 18 months of Heroic Media’s OAASYS running these videos, 34.1% of women could recall having seen one of the videos. That is a tremendous result achieved in such a short time period – all because of your generous gifts that sponsor those video advertisements. We are confident that this recall percentage will continue to grow with time as we continue the program.
Heroic Media has now expanded the OAASYS video program to 25 more markets, including all 20 of the Top 20 markets in the United States. As of last week, our OAASYS videos have reached over 1,400,000 women between the ages of 18-29, and have been watched over 4,800,000 times! Praise God!
Your generous support of these OAASYS internet videos will eventually help millions of young women know, for the first time, that there are life-giving alternatives to Planned Parenthood. Thank you for making this possible!
- How You Reached Tania through OAASYS, and Helped Save Her Baby from Abortion - July 7, 2019
- About OAASYS - July 7, 2019
- How OAASYS increases awareness about the category of Pregnancy Help Centers - June 7, 2019