-Sarah Palin, American Politician, Author, Speaker, and Political Commentator
“I am thankful for groups like yours that spread the message that allows faith to grow within those women who are faced with a pregnancy in less than ideal circumstances. You affirm the value of the child. You remind us that every child has purpose and value and a destiny.”
-Lisa Welchel, Actress who portrayed Blair on Facts of Life;
“I’m really excited about being part of the Vitae Caring Foundation because I understand the power of media. I understand the power of having a message that is strong and clear and powerful. I want to applaud you for your work.”
- Governor Mike Huckabee, Former Presidential Candidate and Host of Fox News Channel’s Huckabee
“Investments in Vitae aren’t just saving a single life, but saving a culture.”
The Secret to the
Success of a
Vitae Media Campaign
is in the Delivery
- Glenn Beck, Radio Personality, Author, and Host of Fox News Channel’s Glenn Beck Show
“We are the guardians. If we fail, who will complete this task?
If we fail here, where does the rest of the world run? Answer: nowhere.
Stand up. Get in the race. You can, will and must win.”
-Sean Hannity, Co-host of FOX News Channel’s Hannity’s America
“The Vitae Caring Foundation is at the forefront of where
this movement needs to go and I really applaud you.
You’re changing minds, you’re changing hearts, and the
world is a better place for your vision.”
-Alan Keyes, Former presidential candidate; US Ambassador to the UN Social & Economic Council
“I am glad to speak on behalf of an endeavor that recognizes the truth. If we’re willing to pool our resources, if we’re willing to do the work that is necessary to get the simple messages of truth stated with love to pierce the heart of this society, then we can break the hardening shell of its selfishness and its self-indulgence.”
-Cal Thomas, Nationally syndicated columnist and Author
“I cannot minimize the importance, in a ‘life-unfriendly’ media environment, of getting messages like this, that are positive—that are TRUTHFUL— out to the American people.”
-Laura Ingraham, radio talk show host
“Why can’t we see groups like Vitae on a national level, multiplied by ten?”
-Colonel Oliver North, Combat Decorated U.S. Marine, Author and Correspondent for Fox News
“The masters of media are the people defining the moral value system...that is why what you’re doing [Vitae Caring Foundation] is of such vital importance. You are saving lives.”
-Dave Dravecky, Motivational speaker and former major league pitcher
“I am so grateful for an organization that will hold true and stand firm in the midst of an incredible storm that is trying to destroy the moral fabric of our country... The Vitae Caring Foundation stands up and shouts, with a loud shout, that life is precious. It is a privilege to be a part of what they are doing.”


In 1974 Carl Landwehr worked with other pro-life leaders in Missouri to form the Missouri Citizens for Life Education Fund.  An office was opened in Jefferson City, the Missouri state capital, and work began with a goal to help concerned pro-life citizens and groups carry on traditional educational efforts in their community.

As these efforts grew, Carl realized that to be effective at the grassroots level, hearts and minds had to be changed.  Education on a grander scale was necessary.  Carl led a group of businessmen to consider the question, “How would you market the product of life if that was your business?”  The response – to use mass media to bring 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 which addressed the abortion issue in a non-threatening way, and simply asked people to “Think about it.”  The first educational message was aired on TV in Kansas City, Missouri, in 1992.

In 1993, the organization’s name was changed to Vitae Society.  Soon Vitae commercials were seen in all major markets in Missouri and on the radio network that carried Missouri Tiger football and basketball games.

As Vitae encouraged people to begin thinking about the abortion issue on a heartfelt, caring level, President Carl Landwehr realized that without sufficient research of its message audience, primarily women facing a crisis pregnancy, the money invested in creating ads and purchasing air-time would likely be misdirected.  With research being the key, nationally-recognized consumer psychologist, Dr. Charles Kenny of The Right Brain People ® was sought out.  His research, which endeavored to better understand the feelings and emotions of women faced with untimely pregnancies, provided the basis of information for Vitae’s message development and changed the landscape of the entire pro-life movement.  Paul Swope outlined the findings of Vitae’s first study and wrote the article “Abortion: A Failure to Communicate” which was published by the First Things magazine in April 1998.  This became their most widely searched for article and is still being included in training manuals of pregnancy help centers.

Before long, other pro-life groups around the country were asking Vitae to help them get ads on the air.  As Vitae Society outgrew its Missouri focus, The Caring Foundation (CF) moved operations from Michigan to Missouri and became a conduit for bringing the Vitae message to national media outlets.  Sharing a common board with Vitae Society, in 1995 a national media education effort was implemented.  This effort became a national and international force.

On February 27, 2002 the efforts of both organizations were merged to become the Vitae Caring Foundation (VCF), a public charity which was registered for charitable solicitation in 39 states, including the District of Columbia.

As communication preferences shifted to the Internet, Vitae began searching for ways to optimize this medium.  Vitae’s corporate site www.vitaecaringfoundation.org, was initiated in 2002.  In January 2003 a new website, www.gravityteen.com was launched to communicate with teens about life issues.  Through teen stories and input, GravityTeen was designed to help build confidence and personal power in teens who face peer pressure, teen problems, pregnancy and more.  To date (2010), this site has had great response with over 4 million visits. 

For the 18 to 24 year old female audience and her circle of influence, in January 2009 Vitae launched a new site called www.youroptions.com.  This site was designed to help women who may be pregnant and scared find a safe, comforting and reassuring place to go where her fears may be relieved.  Here she could be empowered and find stories of other women who discovered that plans can be altered to include giving life to a child.

On July 17, 2008, Vitae changed its name to Vitae Foundation and refined its mission statement to, “encourage a culture of life through mass media.”

Today (2010), Vitae Foundation has had a media presence in 77 major media markets in 29 states and 16 countries.  Vitae’s media strategies now include TV, radio, Internet, mobile, print and out-of-home marketing.  See Results