Creating a media message that adoption works

Tuesday, November 27, 2012
Charlie Butts (

One message for National Adoption Month is that adoption is an option for an unplanned pregnancy -- and that abortion isn't a solution for the child.

Too often, women and girls take their unplanned pregnancy to an operation with a Planned Parenthood mentality, which is to sell abortion. Heroic Media uses different media sources to spread the word about other options. Spokesperson Merissa Cope tells OneNewsNow one of the most loving alternatives to abortion is adoption.

"So we find opportunities to reach women with the hope of adoption and to speak to some of the potential fears or misconceptions about adoption to let women know about the level of empowerment and the level of decision-making that they would have if they are able to make an adoption plan," she says.

Heroic Media, which is based in Austin, Texas, did the research to find the best way to approach a pregnant woman in need and developed a television commercial.

"We found out that often times women respond well to just hearing that they will have a decision to make in terms of, not only the family that their child will be placed with - that they can choose traits of a family, but they can also choose the level of involvement that they want have in their child's life after that adoption plan is made," Cope explains.

The television commercial has already aired but is also available at, where there are links for resources, as well as a toll-free help number.

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