Reaching Every Woman

This fall, Right to Life of Michigan Educational Fund continues its aggressive efforts to reach out to women in crisis situations. From a major broadcast television campaign to statewide yellow page book advertising, from newly created print materials to our newest venture into the internet.

Our educational goals have always included efforts to provide life affirming alternatives to abortion. It is our job to continue to learn the new and varied ways in which young women are seeking out assistance and to maintain a positive prolife presence in these arenas.

With the continued success of our 24-hour hotline telephone number, the need to advertise the number remains critical. Watch this fall as two of our outreach television ads go on-air throughout Michigan. The commercials will, as usual, carry our 1-800-57WOMAN hotline number where callers will be directed to the national pregnancy care center outreach work of CareNet’s OptionLine. All calls will be directed back to pregnancy centers here in Michigan.

In addition to our television campaign, we have designed ads for more than 20 Ameritech Yellow Page books throughout the state which also carry our hotline number. The ad can be found under the heading, “abortion alternatives.”

Our latest outreach to women print piece, part of RLM’s "Worthy of a Woman" campaign, has been popular on college campuses. For samples of the posters, contact the state office or request them by e-mailing RLM at info@rtl.org.

We are also very encouraged to see many local affiliates use the posters on bus sides, bus benches and bathroom "johnny ads."

Newest to our lineup of advertising outreach efforts is our decision to branch out to the Internet. Beginning October 2006, Right to Life of Michigan Educational Fund will be launching a statewide internet search engine advertising campaign through Google AdWords.

Our efforts will be geared towards directing young women in unplanned pregnancies to a website that offers 24-hour per day online help, www.teenbreaks.com.

Our campaign will be modeled after a similar successful effort coordinated by Wisconsin Right to Life, and our goal will be to trigger our ads to appear as the first or second site when Internet surfers from Michigan use Google to search terms like "teen pregnancy," "abortion" and other similar keywords. At the www.teenbreaks.com site, Michigan women can get immediate on-line help tailored to teens in crisis. This site will also link Michigan visitors to pregnancy care centers right back in their local communities through their existing link to the OptionLine.

Much like our previous broadcast efforts, our primary objective is to reach women considering abortion and to offer her life affirming alternatives. In addition, we will draw attention to our organization and its many services using specific "keywords" to provide top positions for search results linking to our own website, www.rtl.org, for prolife information, merchandise and statewide prolife events.

"While the scope of each campaign will depend upon funding sources this coming fall, we are excited to put our plans in motion. It is critical that we find every avenue we can where women might be searching for help in a life or death situation," said Amanda Peterman, LifeMedia Project Coordinator.

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