This moment was purchased with airtime.
She rests blissfully because we didn’t.
Life is our
soul mission.
Failure to deliver is
simply not an option.
-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.”

Our Research

Shortly after its inception and under the leadership of Carl Landwehr and key advisors, Vitae began to identify the need for fresh dialogue among those involved in the abortion debate. It seemed as if the methods in public discourse on the issue that were applied after Roe v. Wade was handed down in 1973 were becoming increasingly ineffective. Vitae had already identified mass communications as the vehicle for its message, but it was at this time that they were put into contact with Dr. Charles Kenny of The Right Brain People®, commissioning him with their first research study to determine exactly what that message should be.

The Right Brain People® use their proprietary Right Brain Research methodology to understand the emotional factors that determine decisions. Specific to Vitae’s mission of encouraging a culture of life through mass communications, Dr. Kenny and his team were asked to help us better understand the psychological dynamics that motivate women to feel the way they do about abortion. An additional objective was to learn how to better communicate with those who may support abortion as a solution to an unwanted or untimely pregnancy and move them to a more life-affirming position.

A communication strategy was birthed from this initial study that resulted in a complete paradigm shift within our own Pro-life arena. Gone was the often politically-charged rhetoric, absent the accusatory undertones. This new approach was to be woman-centered and non-confrontational, while inviting audiences to think critically about the issue. A summarization of the research findings entitled “Abortion: A Failure to Communicate” was published in the April 1998 edition of First Things magazine.

Following the success of the first project, the Vitae Foundation commissioned The Right Brain People® to conduct a second research project with women who had been through an unplanned, unwanted pregnancy. In this project they interviewed women who chose abortion, those who delivered and are raising their children and women who placed their children for adoption.

The goal of this research project was to understand the Psychological Dynamics that shaped respondents' final decisions to choose abortion, adoption or to keep the child. The findings led to a revolutionary understanding of how women deal with an unwanted pregnancy. A short summarization of the research findings, A New Understanding of the Trauma of Abortion  were published in the February 21, 2013 issue of American Thinker.  This project was the first time that any in-depth qualitative research had been conducted with women who made one of these three decisions. The discoveries from this project have guided the communication and the development of messaging for media ads by the Vitae Foundation. A full version of the article, A New Understanding of the Trauma of Abortion, may be found here.

In addition to other quantitative and qualitative research conducted by Vitae, together with Dr. Kenny, Vitae has continued to research the motivators that drive women’s decisions about pregnancy and influence how they react emotionally to either a personal, unplanned/unwanted pregnancy or to the unplanned/unwanted pregnancy of a friend or family member.