John Jalsevac


MTV pulls pro-life ad, but continues partnering with Planned Parenthood

John Jalsevac

AUSTIN, Texas, May 17, 2011 ( - MTV has announced that it will no longer run life-affirming, call-for-help commercials produced by the pro-life organization Heroic Media. The ads were scheduled to run on the network during May 2011.

“Upon further review, it was hard for us to separate some of the recent tactics of the organization behind the ads themselves, so we have opted to not accept them for air at this time,” said Jeannie Kedas, Senior Vice President MTV Networks, in a statement.

Kedas’ statement was an apparent reference to the national controversy sparked by ads created by Heroic Media that draw attention to the high rate of abortion in the African American community.

One of those ads, a large billboard, was pulled down only days after it was erected in New York City. The ad showed a photo of a young African American girl, and the slogan, “The Most Dangerous Place for an African American is in the Womb.” 

The MTV ad, however, has been running on MTV since May of 2010, and is called “We Can Help.” It features a young woman struggling with an unexpected pregnancy and directs women to a 1-800 help line for crisis pregnancies.

According to Heroic Media, an MTV sales representative who notified them that they would no longer run their ads indicated that MTV President, Stephen Friedman, made the decision.

According to the sales representative, MTV, “Was in the works with doing a partnership with Planned Parenthood and different opportunities for PSA’s when he decided that he did not want to run Heroic Media on MTV.”

Last month, MTV partnered with Planned Parenthood on a promotion called “Get Yourself Tested,” which was promoted on both MTV and Planned Parenthood’s websites.

On their website, MTV has listed Planned Parenthood as an adoption referral resource. However, while Planned Parenthood reported performing 332,278 abortions in the United States in 2009, in the same year they made 977 adoption referrals.

Heroic Media has asked MTV to reconsider the decision.

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