Vitae Foundation to launch new targeted campaign this fall

Submitted on October 06, 2009

Jennifer Brinker

For a woman who faces an unplanned pregnancy, assistance is out there. But the way in which the message of help is delivered is about to change.

Vitae Foundation, the Jefferson City, Mo.,-based national organization known for its media education efforts to build a culture of life, will launch a new campaign this fall. Its aim is to accommodate an ever-changing society and those who need the support to choose life for their unborn child.

Vitae is popular for its television and radio advertising — including on the Missouri Tiger Radio Network, which broadcasts Mizzou sporting events in markets throughout the U.S. The new campaign, according to president Carl Landwehr, will expand its message to avenues such as roadside billboards, restaurants and bars, secular print ads and even social networking websites such as Facebook and MySpace.

“Our target audience is becoming more sophisticated and we have to change with the consumer and the resources,” said Landwehr, adding that Vitae’s primary target age range is women between 18 and 24.