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OTTAWA, November 22, 2011 ( – A Canadian pro-life organization is running an award-winning media campaign on adoption this November, National Adoption Awareness Month.


LifeCanada, a national association of pro-life groups, first launched the campaign in November 2010 and is running it again this year.

Project director Anastasia Bowles pointed out that while almost 60% of unplanned pregnancies result in the woman choosing to parent her child, 40% end in abortion, and less than 2% of single Canadian women facing an unexpected pregnancy will place their children for adoption.

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“Too often negative stereotypes prevail about adoption, and it is the birth parents, adoptees and adoptive parents who are hurt,” Bowles said. “Women assume that their children will end up in foster care or will be abused, but that is rarely the case.”

The Adoption in Canada ads have been displayed in various media all across Canada and have received commendation from pro-life MP Maurice Vellacott, who sat on the Human Resources Parliamentary Committee which studied adoption last year.

“The campaign promotes respect for adoptive families, adoptees and especially, birth parents, recognizing that all have a unique and important role in strengthening Canadian families and communities,” said Vellacott.

The campaign is targeted specifically to women aged 18 to 29 years who are facing an unforeseen pregnancy and who may never have been told about adoption and the resources that are available to help them.

“For the few who have chosen adoption or are thinking about it, there is little support and information available,” Bowles said. “They can be stigmatized for ‘giving away’ their baby. In reality, however, these women are being very heroic and doing something they believe to be in the best interests of their child. They deserve recognition and compassion for that.”

The ads earned a Silver Medal at the International Davey Awards for creative advertising, and a Bronze Medal at the Summit International awards in the Consumer Magazine Advertising category.

For more information visit the Adoption in Canada website here.