WATCH: New Pro-Life Campaign Ad … It’s a Baby!

I’m delighted to announce that Focus on the Family is officially launching a nationwide “It’s a Baby” ad campaign – today!

Airing digitally and on television, the spot coincides with the upcoming one-year anniversary of the U.S. Supreme Court’s decision in Dobbs v. Jackson Women’s Health Organization.

At Focus, we’re always looking for compelling and even unexpected ways to get the country talking about life. We know that millions will be talking about the issues over the next couple of weeks, and we want to give all people — with varying perspectives — a fresh way to consider those issues.

Tragically, 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. And to call it anything else just doesn’t make sense.

For example, consider the Mayo Clinic’s website. In an article taking prospective parents through the weekly development of their child, “baby” is used to describe that child 37 times from the moment of fertilization. Our country’s most heralded medical institution knows it’s a baby. We want more Americans to realize that truth, too.

Why does the language we use surrounding preborn life matter?

Words are powerful things. They mean something. They matter. They are the building blocks of our understanding of our world. We all know there is some intense debate around the life issue in our nation. To have truly informed discussions on that issue, we have to be sure we’re using the right words.

Please watch and share the ad – and let me know what you think!