John Jalsevac

Heroic Media: Saving Unborn Babies…One TV Commercial at a Time

John Jalsevac
John Jalsevac
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October 26, 2010 (LifeSiteNews.com) - Clarisse Martin learned late last year that she was pregnant - something she had not planned and absolutely did not want. She was determined to have an abortion. 

Shortly after finding out she was expecting she spotted a large billboard with the words, “Pregnant? Scared?” and the picture of a young African American woman and a phone number. Clarisse was pregnant, and she was most definitely scared. She called the number on the billboard, which connected her with a local pregnancy center. At the center, she requested an abortion, but her counselor explained that because they were a Christian organization, they did not provide abortions, but could help in a variety of other ways.

While Clarisse listened to the options available, she left the center still determined to terminate her pregnancy.  However, over the next few days, she thought about the conversation and asked herself how she could say she was a Christian and still consider abortion.

She eventually went back and agreed to an ultrasound. Once she saw her little girl on the screen, Clarisse knew she would allow her daughter to be born. On July 28, beautiful baby Mary Joy took her first breath.

This true story is only one of thousands of such stories that happen across the United States and around the world every year, thanks in large part to the help of pregnancy resource centers such as those run by CareNet and Heartbeat International. But such pregnancy centers would be able to do nothing if women didn’t know they existed, and didn’t go to them when in crisis.

That’s where Heroic Media comes in.


The Beginning of Heroic Media

Heroic Media describes itself as “a faith-based non-profit that reduces abortion by creating a Culture of Life through television, billboard and internet advertising which connects women in crisis with life-affirming pregnancy centers.”

Brian Follett, the retired Texas businessman who founded the pro-life media organization in 2004, explained in a lengthy telephone interview that the name “Heroic Media” was chosen not in reference to the heroism of the organization, but because “the underlying message of all of our media is to promote the heroism of motherhood.”

Up until 2001 Follett owned a food manufacturing business, which he sold to major Canadian food corporation McCain foods. After the sale went through, Follett said he decided to go on retreat, and to spend some time praying in order to discern the next step. “At the time I was on retreat,” he says, “they were building a $6 million Planned Parenthood facility in Austin. So I would go and pray the rosary with folks from the church, and that was in the back of my mind.”

Ultimately Follett came up with about a dozen different projects that he was interested in pursuing, about ten of which were pro-life related. But after he came off retreat he suddenly remembered that pro-life media had been ongoing in the state of Wisconsin for more than ten years, “and just about every year the abortion ratio would go down.”

“So I said, ‘Oh, there’s no media being done in Texas.’” When he spoke to a number of national, state, and local pro-life leaders, they told him that they had been hoping to do media for years, but simply couldn’t raise the money needed to get it off the ground.

And thus began Heroic Media.

In the spring of 2004 Heroic Media ran its first thirteen-week TV campaign in Austin, at a cost of $250,000. In 2005, they did two thirteen-week campaigns, and then started running year-round billboards of the sort that saved the life of Clarisse’s baby.


Prayer and Research-Driven Pro-Life Activism

Heroic Media takes a unique approach to pro-life activism, in that nearly everything it does is research-driven.  Not only are advertisements focus-group tested before they run, to ensure that they have the intended effect upon the target audience they are aimed at, but results are carefully measured in terms of any change in the abortion ratio in the markets where the ads run.

Heroic Media got an encouraging picture of how effective its advertizing campaigns are in 2008, when the state of Texas released its abortion statistics for 2005, the year that the “call for help” ads began to air in Austin.  Strikingly, the abortion ratio had dropped 24% in the extremely liberal Austin market, even as it had climbed elsewhere in the state, such as in Dallas-Forth Worth.  Prior to Heroic Media running their campaigns in the city, Austin had the highest abortion ratio in Texas, says Follett, “and now of all the major media markets, it’s the lowest.”

Follett is adamant that prayer is the ultimate and by far the most important foundation for pro-life work. But he is equally adamant that pro-life activism requires careful forethought and planning using the best tools at our disposal. He also believes that wherever possible results should be measured, which allows groups to fine-tune their methods, and to determine where they should put their resources. The equation for measuring success is quite simple, he says, “the number of abortions divided by live births” in any given market.

“It’s very easy to produce pro-life ads that excite pro-life people,” he says, but that doesn’t necessarily mean that the ads are changing the hearts and minds of people who are not already pro-life, or that they are bringing women with crisis pregnancies through the doors of pregnancy resource centers.

In reference to the overwhelming success of their Austin campaign, Follett says that some might ask whether or not the success can simply be attributed to prayer. “Of course it’s prayer,” he says. “But,” he continues, “why would God choose to make abortion decline only in Austin? Why not Dallas-Forth Worth? So we think that there’s a big connection in how God uses media.”

The simple truth is that advertizing works, says Follett, who points to other campaigns such as the Smoky the Bear campaign, or the “Don’t Mess with Texas” campaign, that stand as a testament to how media is able to shape public opinion and behavior. “If we can use media for something that’s kind of important, the environment, why can’t we use media for something as important as life?”

Additionally, he points out, pro-life media appears to have the power to attract attention from business owners, even those who might not otherwise consider giving to the pro-life cause, simply because they know from experience what media has been able to do for their businesses. “What’s so attractive to business leaders across the country, is they understand what makes their businesses successful, so they really get media,” says Follett. 

Nevertheless, while Heroic Media is passionately devoted to applying the most advanced tools and techniques available to its work, Follett continually returns to the theme of faith, which he says is the core principle of Heroic Media’s work, without which it could accomplish nothing. Every morning, says Follett, “we have all of our staff from across the country will all call in to one line, and we start the morning with prayer. And it’s only about 10 minutes and we get everybody together, and it just grounds us in Who is making the change.”

He adds, “And we’re all cognizant of Who it is, and it’s not us. Sometimes we like to think it’s us but that’s just not how it works.” 


The Future of Heroic Media

Currently Heroic Media is running two 13-week TV campaigns per year, in addition to the perennial billboard campaigns. Their life-affirming TV ads run on MTV, Univision, and Black Entertainment Television (BET).

The last station in that list, BET, points to the focus of Heroic Media’s latest project, which is drawing attention to the massive racial imbalance in the abortion rate in the U.S., and the fact that Planned Parenthood specifically targets minority neighborhoods with its abortion facilities.

The campaign, entitled Planned Parenthood Aborts African Americans, or ppAbortsaa, uses billboards, TV commercials and a website to proclaim that “the most dangerous place for an African American is in the womb.” The website observes that “An African American baby is three times more likely to be aborted from the womb than a white baby,” and highlights the statistic that Planned Parenthood has placed upwards of 70% of its facilities in minority neighborhoods.

Ironically, says Follett, while Heroic Media has had little trouble getting highly liberal stations such as MTV to air many of their previous campaigns, the ads for ppAbortsaa are being rejected on the basis of “racism.”

“I’m beside myself trying to find out how it’s racist,” said Follett.

When asked what the goals are for Heroic Media in the years ahead, Follett responds simply that the organization wants nothing more than to help crisis pregnancy centers all across the U.S. do their job by getting pregnant women in crisis situations to seek them out.

“We work for Carenet and Heartbeat International,” he says. “Our goal is to generate traffic and to help the pro-life movement reduce the abortion ratio throughout the country.”

In order to do that Heroic Media has a strategic plan to have five regional presidents around the United States, and to find 1 million pro-life people who are willing to help get pro-life media on the airwaves. Already Heroic Media has 25 staff members scattered throughout the country, and has made tremendous strides in expanding into new markets, including Jacksonville, Florida, and Chicago, Illinois. The organization is also doing work in Latin America, and runs a website for teens, TeenBreaks.com, which uses keyword advertizing on the internet to outbid pro-abortion groups like Planned Parenthood.

Thanks to its highly effective approach, the organization has won endorsements from high-powered figures including, most prominently, vice presidential candidate Sarah Palin, who recently spoke at a gala hosted by Heroic Media. Others include talk show host Laura Ingraham, Fox News host Bill O’Reilly, and Col. Oliver North.

But for Heroic Media it isn’t the endorsements of the rich and the famous that matter, but rather women like Clarisse Martin, who have been inspired to take the “heroic” path and to spare the lives of their unborn babies, and who have found a world of happiness in the process.

To find out more about Heroic media, click here.

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Dr. Miriam Grossman speaks to large audience in Mississauga, Ontario Steve Jalsevac/LifeSite
Lianne Laurence

VIDEO: How DO you to talk to kids about sex? US sex-ed critic gives practical tips

Lianne Laurence
By Lianne Laurence

MISSISSAUGA, ON, August 27, 2015 (LifeSiteNews) – Talking to their children about sex is “anxiety provoking to say the least,” for parents, says American sex-ed expert, Dr. Miriam Grossman.

“Some people just can’t even do it, and that’s okay,” the New York-based psychiatrist told the crowd of 1,000 who packed a Mississauga conference hall August 18 to hear her critique of the Ontario Liberal government’s controversial sex-ed curriculum.

After Grossman explained how the Liberal sex-ed curriculum is dangerously flawed and ideologically driven, she used the question-and-answer session to give parents much appreciated and sometimes humorous practical advice on how to teach their children about “the birds and the bees.”

“If you feel you can’t do it, maybe there’s someone else in the family or in the constellation of people that you know you can trust that could do it,” said Grossman, author of “You’re teaching my child WHAT?” and an internationally sought-after speaker on sex education.

A child, adolescent and adult psychiatrist with 12 years’ clinical experience treating students at the University of California, Los Angeles (UCLA) clinic, Grossman said explaining sexuality and procreation to children is “a process,” that “shouldn’t ideally happen all at once. A child is not a miniature adult, and absorbs…new information differently than adults do.”

And parents need to be sure just what their child wants to know.

To illustrate this, Grossman referred to her earlier story about a father who gave his son every detail on human procreation after the boy asked him, “Dad, where do I come from?”

After the father finished, his son replied, “Well, that’s funny, because Johnny told me that he came from Montreal.”

“Try to find out what your child is really getting at, and, don’t give it all at once,” Grossman said. “You start with a little bit at a time…and you know, there’s so many variables here, and people have their own traditions and their own ways of explaining things, and something that might be right for my family might not be right for your family.”

She also advised that, when confronted with a four, five, six or seven-year-old asking about a pregnant woman, or where babies come, a parent can ask, “What a good question that is. What do you think?”

And parents can also legitimately put off the discussion when appropriate, telling the child, “That’s really not something you need to know about right now.”

“Wow, what a novel idea: Telling a child that they could wait until they’re older to discuss that subject,” Grossman said, adding that parents wouldn’t brook a six- or even fifteen-year-old child asking how much money they made or had in the bank. “Excuse me? Not every subject has to be an open book.”

However, the time will come when a child needs to know “about how her body’s going to change, about reproduction, about how a new life is created.”

That time, Grossman advised, is puberty, or “as puberty is beginning,” and this is especially so for girls, who, if unprepared for the surprise onset of menstruation “might think [they’re] dying.”

“The actual nitty-gritty about the birds and the bees and intercourse” can “be told in bits and pieces, or it can be told all at once, if you feel it’s necessary,” she said, adding that it’s beneficial if the parent acknowledges his or her awkwardness, because the child will think: “This must be such an important subject that my mother or my father is sitting there squirming, but he’s doing it anyway. I’m really loved.”

“And the children need to understand that as you grow up, you change a lot, not only physically but emotionally,” Grossman said, “and what may seem odd or disgusting when you’re ten years old, or whatever age, it becomes something very special and beautiful when you’re older and you’ll understand it later. You don’t have to understand it now.”


Know your child and guard your home

But as an essential foundation for this discussion, parents must both know their children and guard their home from the encroachments of a culture that Grossman described as “very, very sexualized” and “really horrible.”

“Children need parents who are loving but are also firm and authoritative,” she asserted.  “They don’t need best friends. They need us to guide them, to know what they’re doing, to be on top of what they’re doing.

So parents need to be aware of whom their child is “hanging around with, and what kind of movies are they watching…what’s going on with your child.”

“You need to know that anyway, even if it’s not about sex education,” she pointed out. “Try and know your child. Every child is different.”

And Grossman emphasized that it is “extremely important to be careful about what your child is exposed to in the home, in terms of television and Internet, obviously.”

Children need to understand that “just like you have garbage you take out of the house, you put it in the garbage bin, it’s dirty, it smells…there are other things that also don’t belong in the house.”

And children learn quickly what is, and is not, permissible inside the home, Grossman said. “Me, I keep kosher…If I go into a store, my kids know from a very young age, we don’t eat that.”

So they are used to the idea of “the world outside and the inside world, of inside your home, and inside your heart as well.”

Parents can also convey this by telling their children that “the world is an upside-down place, and sometimes the most special, holy subjects are…just thrown in the gutter. And that’s a bad thing. In our family, in our tradition, we don’t do that.”

“Sexuality is one of the subjects that in this upside-down world, it is sometimes just in the gutter,” she said. “And so I want you to tell your child to come to me when you have questions, I will give you the straight story about it.”

Grossman herself is “not even sure,” as she stated in her seminar, that sex education should be in the schools: “I believe sex education should be at home for those parents that want to do it.”

She also noted that parents “can make mistakes. We all make lots of mistakes but it’s okay, you can always come back and do it differently,” adding that this is “another wonderful message for your child. You know what, it’s okay to make mistakes, you can always go back and try and fix it.”

Grossman urged parents to visit her Facebook page, website and blog. “I have so much information you can get there that you’ll find useful,” and added that she will be publishing books for children, and has posted her critique of New York City’s sex-ed curriculum, which is similar to Ontario’s.

The parental backlash to that sex-ed curriculum, set to roll out in the province’s publicly funded schools this September, has been “amazing” Grossman noted.

Grossman’s seminar was sponsored by Mississauga-based HOWA Voice of Change along with the Canadian Families Alliance, an umbrella group representing more than 25 associations and 200,000 Ontarians opposed to the curriculum. The report on her devastating critique of the sex-ed curriculum can be found here, and the video here.

Ontario readers may find information and sign up for a September 2 province-wide protests at MPPs offices here. So far, there are protests planned for 92 of Ontario’s 107 constituencies. The parents’ movement seeking removal of the curriculum is urging all concerned citizens to join this special effort to influence individual Ontario legislators.

See related reports:

Ontario’s dangerous sex-ed is indoctrination not science says U.S. psychiatrist to large audience

Videos: US psychiatrist tells parents “stand firm” against dangerous sex-ed

See the LifeSiteNews feature page on the Ontario sex-ed curriculum containing nearly 100 LifeSite articles related to the issue

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Pete Baklinski Pete Baklinski Follow Pete

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Did the pope just endorse a gay children’s book? Of course not, says Vatican

Pete Baklinski Pete Baklinski Follow Pete
By Pete Baklinski

ROME, August 28, 2015 (LifeSiteNews) -- While mainstream media is gushing with news today that Pope Francis allegedly praised a children’s book that promotes gender theory, the Vatican is decrying what they called the "manipulation" of a cordial letter from an official in the Secretariat of State to suggest that the Vatican is promoting teachings contrary to the Gospel.

Italian children’s author Francesca Pardi was reported by The Guardian to have submitted a parcel of children’s books promoting the acceptance of homosexuality and gender theory to Pope Francis in June after Venice’s mayor Luigi Brugnaro publicly banned the author’s newest book, Piccolo Uovo (Little Egg), from children’s schools. The book was criticized by pro-family leaders for promoting non-natural family structures of two men and two women.

In a letter accompanying the books, Pardi wrote: “Many parishes across the country are in this period sullying our name and telling falsehoods about our work which deeply offends us. We have respect for Catholics. ... A lot of Catholics give back the same respect, why can’t we have the whole hierarchy of the church behind us?”

The Guardian is reporting that Pardi has now “found an unlikely supporter in Pope Francis,” who through his staff has responded to the author and is presented as “praising her work.” It quotes the following from a July 9 letter to Pardi from the Vatican.

“His holiness is grateful for the thoughtful gesture and for the feelings which it evoked, hoping for an always more fruitful activity in the service of young generations and the spread of genuine human and Christian values,” wrote Peter B. Wells, a senior official at the Vatican Secretariat of State, in a the letter The Guardian is reporting it has seen.  

While the letter gently calls the author to use her talents to spread “genuine human and Christian values,” The Guardian takes it as the pope’s endorsement of gender theory.

“Pope Francis sends letter praising gay children's book,” the paper’s headline states. “Italian book that explores different family types including same sex was banned by mayor of Venice, but pontiff becomes unlikely supporter,” reads the subtitle.

In a press release that Vatican spokesman Fr. Federico Lombardi sent to LifeSiteNews on Friday, the vice speaker of the Vatican, Ciro Benedettini, made clear that the friendly reply letter to the author in no way approves of attitudes or positions that are contrary to Catholic teaching and the Gospels.

The Vatican's statement also says that in the original letter from the secretariat of state Wells merely "acknowledged receipt" of the materials sent by Pardi, and also made clear that the letter was private and not meant for publication. 

"In no way does a letter from the Secretary of State intend to endorse behaviors and teachings not in keeping with the Gospel," says the statement, decrying the "manipulation" of the letter.

Benedettini said the blessing of the pope at the end of the letter was meant to be for the author herself, and not to affirm positions concerning gender theory that are contrary to the Church's teaching. Using the letter to this end is erroneous, he said.

Pope Francis has strongly condemned the notion of “gender theory” on numerous occasions, saying that it is an “error of the human mind that leads to so much confusion.”

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Lisa Bourne

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Poll suggests most US Catholics wrongly believe Pope Francis backs gay ‘marriage’

Lisa Bourne
By Lisa Bourne

August 28, 2015 (LifeSiteNews) -- A considerable majority of U.S. Catholics are in conflict with Church teaching on abortion and marriage, a new study says, and a startling number of those also believe Pope Francis backs homosexual “marriage.”

Despite Church teachings, Catholics in America also closely parallel the general populace in their support for abortion and homosexual “marriage,” falling short in the Biblical call to be “in the world but not of the world.”

The findings suggest what many Catholics have said is a climate of confusion in the midst of the Francis pontificate. Concerns over that confusion prompted a coalition of pro-family groups to respond with an international petition effort asking the pope to reaffirm Church teaching, drawing more than a half-million signatures.

The survey, conducted by Public Religions Research Institute, found that 60 percent of all U.S. Catholics favor legalized homosexual “marriage,” compared to 55 percent of all Americans. Likewise, 51 percent of Catholics think that abortion should be legal in all or most cases, with 53 percent of the general population holding this view.

The Catholic Church teaches that marriage is a sacramental union between one man and one woman, mirroring Christ and the Church respectively as bridegroom and bride.

The Church also teaches that life begins at conception, that each human life possesses dignity as a child of God and is to be afforded protection, making abortion an intrinsic evil.

Catholics, accounting for 22 percent of adults in the U.S. population, have a favorable view of Pope Francis, the study said, but they are very confused about his take on homosexual “marriage.”

Of the Catholics who back homosexual “marriage,” 49-percent also think the leader of the Catholic Church backs it along with them. Fifteen percent of those Catholics who oppose homosexual “marriage” also mistakenly believe Pope Francis supports it.

Pope Francis has made numerous statements in support of life, marriage and family, but the confusion remains.

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"After Ireland and the U.S. Supreme Court both approved same-sex 'marriage,' a strong reaffirmation of Church teaching could save the sacred institution of marriage, strengthen the family and dispel the lies of the homosexual revolution," TFP Student Action Director John Ritchie stated.  "Young Catholics -- even non-Catholics -- look to the Church as a beacon of morality and stability in our Godless culture, but some of our shepherds have issued confusing statements."

TFP Student Action is a part of the lay Catholic organization American Society for the Defense of Tradition, Family and Property, and is part of the alliance behind the Filial Appeal, the petition asking the Holy Father to reinforce Catholic teaching at the Vatican’s upcoming Synod on the Family in October.

Ritchie explained how the confusion was aiding the Church’s enemies, and warned of the potential consequences.

"This prayerful petition asks Pope Francis to clear up the moral confusion that's been spreading against Natural and Divine Law," he said. "If the enemies of the family continue to chip away at holy matrimony, the future of the family and civilization itself will be in even more serious peril."

At press time more than 500,000 signature had been gathered for the appeal, including five cardinals, 117 bishops and hundreds of well-known civic leaders.

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