– Life Marketing

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Matthew White
The Stand Writer

(Editor’s Note: This article first appeared in print in the October 2022 edition of The gallery.)

“How would you market the product of life if it was your business?”

Carl Landwehr posed this question to others involved in the struggle for life and finally decided to make it his business.

The answer? Conduct research to better understand the feelings and emotions of women considering abortion, then use mass media to shine the spotlight on the issue and spark conversation about the topic with the general public.

This was the impetus for the pro-life organization known today as the Vitae Foundation.

Since its founding by the Landwehr in 1974, Vitae’s efforts have always been to create “a time when cultures value the gift of life”.

Head of research and media production at the Vitae Foundation, Elizabeth Parker, who has been an advocate for life since childhood, spoke with The stall on Vitae, what makes him different and what he hopes to accomplish in the future.

To research

“We are a research institution,” Parker said.

Early on, Vitae collaborated with nationally renowned consumer psychologist Dr. Charles Kenny of Right Brain People, an organization that conducts emotional research to help companies uncover the emotional connections between their brand and their consumers.

Thus, “right-brain research” became a hallmark of Vitae’s strategy.

“We’re trying to figure out the why, because the why is at the root,” Parker explained. “So we’re doing ‘right-brain research’ to find out why women make abortive decisions.”


Vitae’s research translates into resources used to help pro-life organizations develop more effective messages, and then better understand how to market those messages to abortion-conscious women.

“We provide these resources free of charge to pregnancy resource centers, churches, para-church ministries and individuals. We are always looking for ways to spread our ministry tools,” Parker said. “We have a search and dispersal mindset. We feel called to do this research, create the resources, and then provide them for free. »

However, Vitae’s goal goes beyond saving babies.

“We want to be effective in winning the wife as well as winning a child’s life,” Parker explained. “The other side has unfortunately done a great job of saying the pro-life mission is just to get the baby here. It was never true. However, they’ve done a good job of making it look like it’s true. Vitae is part of this counter-marketing tactic to show that we are pro-family, pro-women and, of course, we are pro-life.


Vitae’s 2021 annual report showed that its “marketing has reached more than 2 million women determined to have an abortion, and of these, more than 22,000 have connected with a pregnancy center that has saved their lives” .

Although the pro-life movement won with the U.S. Supreme Court overturning Roe vs. Wade in June, Vitae’s work will not stop.

“Glory to God for what happened with Roe vs. Wade, but technically our work has only just begun,” Parker said. “Women and families need to know that loving resources are readily available. We need to up our game to make sure we put ourselves in strategic places where we are available to families in need.

“We want to abolish abortion and make it unthinkable,” Parker added. “With right-brain research, a pro-family approach, and a Christ-centered, surrendered mindset, we hope to change people’s hearts and minds and do just that.”

Barry F. Howard