Even after the overturn of Roe v. Wade in 2022, it is not uncommon for members of the pro-life movement to express frustration at a seeming lack of progress. According to recent reports, abortions are on the rise across the country. Even CVS and Walgreens, the two biggest pharmacy brands in America, just announced that they will start filling prescriptions for mifepristone, also known as the abortion pill, in March of 2024.
These developments could leave pro-life benefactors, volunteers, and non-profit employees scratching their heads. How is it possible that, despite consistent effort decade after decade, the pro-life movement can still feel like it is facing an uphill battle? The answer to that question is deceptively simple: the abortion industrial complex sees abortion not as a human rights issue, but as a matter of business.
There is nothing wrong with being pro-life and viewing abortion as a grave violation of human rights. In fact, it is good to see abortion as a serious issue of morality and ethics. This conviction is the backbone of every pro-life organization in America, and it is the very thing that will guarantee the success of the pro-life movement in the long run. Ultimately, the truth is that abortion takes the life of an innocent child, and a movement that is founded on truth will always prevail over a movement that is founded on lies.
That being said, pro-life organizations across America need to take stock of the current situation. Just because a movement is rooted in truth, doesn’t necessarily mean that it is winning at any given point. In fact, it is difficult to even measure what “winning” looks like. On one hand, every person in the pro-life movement can agree that a life saved from abortion is a massive victory that cannot be measured.
On the other hand, the abortion industrial complex doesn’t see one abortion as a “massive victory” in the same way. For Planned Parenthood and other abortion providers, they see abortion as a product they are selling, and in order for them to continue to offer that product, in order for them to continue “winning,” they have to sell it over and over again.
If this philosophy was broken down mathematically, “winning” could be measured by looking at the number of women seeking an abortion and calculating the percentages of those women that either choose abortion or choose life. Whichever side receives more than 50% of the “purchase decisions,” would be the winner. Unfortunately for the pro-life movement, the current state of those percentages is extremely grave.
The National Right to Life recently released a report on the number of lives saved since the 2022 Dobbs decision that overturned Roe v. Wade. In the report, they calculated that the number of lives saved since the decision is 89,000, an incredible, immeasurable victory for life. However, the current annual estimate for the number of abortions is close to 1,000,000.
1,000,000 to 89,000.
Spoken in percentages, that’s 92% to 8%.
While these numbers are sobering, they should serve as a wake up call to the pro-life movement. In order to win, there needs to be a concerted effort to start taking away the abortion industrial complex’s market share. At Heroic Media, we have developed a unique strategy with this in mind. We use brand marketing to win the hearts and minds of women before they ever face an unexpected pregnancy. This brand marketing leads them to life-affirming women’s healthcare organizations and ultimately puts women in an environment where they can say yes to life. This strategy, done well and done extensively, can and will win in the new abortion landscape.
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