Measureable Results The Vitae Caring Foundation commissions regular studies for pre-media use and post-media use of public attitudes in media markets throughout the state. The comparison of the results of these two studies show direct correlations of the use of the Vitae Caring Foundation's commercials in a well-planned, professional media effort in a media market and the change and movement of critical attitudes and opinions of those who view the television commercials.
1. The most significant finding in all pre/post-media viewership studies is that agreement with the attitude that abortion is acceptable, or that it is a woman's personal "choice" shows a clearly definable decrease in agreement among those women in the targeted age groups who recalled viewing the tested TV commercials.
2. When the pre-media study of attitudes and opinions on abortion are directly compared with the findings of the post-media study, the Vitae Caring Foundation's primary target market, women 18 to 34, are shown to be the group most heavily influenced by the Vitae Caring Foundation's commercials.
 3. Every pre/post-media viewership study shows that substantial numbers of viewers have moved from being "neutral" or "favoring abortion" to "generally opposing abortion" as a result of their viewing the TV commercials.
... and the viewers, through their response to a series of specific questions by the interviewer/researcher, are shown, by a considerable plurality, to be more troubled by abortion than they were before viewing the Vitae Caring Foundation's commercials.
Each of these studies' findings consistently demonstrate that the Vitae Caring Foundation's media program is effective in changing key attitudes. Follow-up studies to these pre/post-media viewership studies show that the Vitae Caring Foundation commercials' messages are recalled for several months after the media exposure in the market has ended. But, the most encouraging finding is that the commercials used within the Vitae Caring Foundation's media strategy have a cumulative effect on the viewers. That is, follow-up studies show the public's attitudes that have been moved to oppose-abortion, are solidified and continue moving toward respect for life of the women and their children yet to be born and away from acceptance of abortion when they are properly reinforced by subsequent media campaigns in the same market. |