Focus on the Family is launching a nationwide “It’s a Baby” ad campaign to change hearts and minds on the issue of abortion.

The ad, which is launching digitally and on TV beginning Wednesday, is timed to start airing 10 days before the one-year anniversary of the U.S. Supreme Court’s decision in Dobbs v. Jackson Women’s Health Organization – issued on June 24, 2022, that overturned Roe v. Wade.

Dobbs returned the issue of abortion back to the people, and their elected representatives in the states and the U.S. Congress.

“It’s a Baby” is a unique, unexpected and thought-compelling ad that seeks to make this point: Every preborn baby is a baby.

The ad features individuals discussing various stages of pregnancy and humorously depicts their conversations calling a preborn baby a “fetus.”

In the first scene, an anxious man asks his wife about her pregnancy test. “Well?” he asks.

His smiling wife excitedly replies, “It’s positive. We’re having a fetus!”

You can watch the full-length version of our ad below:

Frequently, anti-life advocates use euphemisms when discussing abortion. For example, they’ll say that a preborn baby is just a “clump of cells” or a “fetus.” And abortion is just the “termination of a pregnancy.”

For another example, on its official website describing what happens during an abortion, more than once, Planned Parenthood describes the procedure as the removal of “pregnancy tissue” (the Daily Citizen will not link to the abortion giant’s website).

Pregnancy tissue?

How about baby.

It’s this kind of deceptive, anti-life messaging that “It’s a Baby” is meant to counter.

In an interview regarding the pro-life campaign, Focus on the Family President Jim Daly said that given the fast approaching one-year anniversary of Dobbs, now is the “perfect moment” to launch the effort.

“Millions will be talking about the issues surrounding the sanctity of human life over the next couple of weeks,” Daly said.

He added:

The culture has gotten too comfortable using antiseptic scientific terms to dehumanize a child in the womb. We wanted to challenge that by plainly and simply showing – in situations we’re all familiar with – that it’s a baby.

“It’s a baby” serves a great need: countering the abortion lobby’s anti-life messaging and advertising.

It’s no secret that abortion is big money – Planned Parenthood rakes in over $1.9 billion annually. One year ago, the abortion seller announced a $16 million paid media campaign leading up to the Dobbs decision.

Planned Parenthood said its multi-million dollar ad buy, which aired ads across television, streaming and digital platforms, was “part of a coordinated effort to raise awareness and build grassroots support for reproductive freedom.”

Additionally, three of the largest anti-life groups including Planned Parenthood Action Fund, NARAL Pro-Choice America and EMILY’s List, joined together and spent a shocking $150 million to influence the 2022 midterm elections.

The pro-life movement may not be able to match abortionist’s advertising dollar for dollar, but we can work to counter the abortion side’s programming. At Focus on the Family, that’s what we’re doing with “It’s a Baby.”

Focus on the Family has been working to turn the cultural tide and save mothers and babies from abortion for years. Since beginning the Option Ultrasound Program in 2004, Focus has helped save nearly half a million lives.

Our goal is to save one million babies by 2025. Just $60 will save a life through Option Ultrasound. Will you partner with us to save a life from abortion here?

Additionally, if you are experiencing an unexpected pregnancy and want to learn more about your options, you can visit My Choice Network here.

When you need someone to talk to about your baby, or whatever else you’re going through, we’re here. Please reach out. 1-800-A-FAMILY.

To learn more about “It’s a Baby” and how you can support pregnant moms, click here.

Related articles and resources:

It’s a Baby

My Choice Network

Focus on the Family: Pro-Life

Counseling Consultation & Referrals

Photo from Shutterstock.