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About Vitae Caring Foundation

The Vitae Caring Foundation is a not-for-profit, tax deductible organization, focused on educating about the value and sanctity of human life and restoring this value as a core belief in the American culture. The key focus of the Vitae strategy is to use mass media, namely television and radio, as the venue of choice for airing educational messages (commercials). Vitae researches, produces and purchases airtime in an effort to encourage a greater respect for human life, restore traditional values in our American culture, and reduce the number of abortions by using mass media education.

These mass media messages are intended to:

1. Encourage internal reflection and value formation when strategically placed during the T.V. programming viewed
   by a target audience, defined as women of child-bearing age;
2. Assist women, troubled by an untimely pregnancy, find loving assistance in their community.
   Vitae believes in the power of the message. Educational messages that are respectful, helpful, and encourage dialogue in a non-threatening manner, have become the hallmark of the Vitae success.

In 1991 the Vitae Society began bringing realistic debate about the abortion issue into the mainstream public arena in Missouri by addressing attitudes without politicizing or radicalizing them. This was done by designing commercials, first airing in Kansas City, MO, which encouraged women to consider alternatives to abortion. Now Vitae commercials have been seen in 65 television markets across the nation.