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Fact Sheet

Vitae Caring Foundation is a not-for-profit organization whose mission is to encourage a greater respect for human life and reduce the number of abortions by using mass media education for long-term cultural change.

• Americans spend 28 hours per week watching television
• 98% of all U.S. households have at least one television
• 35% of all women have had an abortion by the time they turn 45
• Vitae Caring Foundation aired its first television commercial in 1992 in Kansas City , MO
• Ads provide information about alternatives to abortion
• Vitae strives to create a positive image for pro-life values among Americans
• Ads target women 18-34
• Vitae has developed close to 30 unique television ads, including ads in Spanish
• Vitae has placed purchased ad time in sixty-five television markets around the United States
• Vitae ads contributed to the 27% decline in the number of abortions in Missouri since 1992
• Abortions fell by 10.6% in Minneapolis in April, 2006 – the month after Vitae's ad aired
• Since 1996, Vitae ads have contributed to the 27% decline in the number of abortions in Wisconsin
• Pregnancy resource centers saw an 81.5% increase in calls in St. Louis in Spring 2004 after Vitae ads aired
• A Kansas City 2006 ad campaign increased calls to local pregnancy resource centers by 181%
• In Dallas , 2006, calls to local pregnancy resource centers increased by 169% after Vitae ads aired
• Vitae Caring Foundation ads change attitudes, influence behavior and reduce abortions