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Be Her Hero

a case for support


life and death For over 100 years, Planned Parenthood has invested heavily in traditional mass-media advertising. Its efforts have produced very strong brand recognition among women in the United States. With the advent of the “dot com� boom in the early 2000s, Planned Parenthood successfully transitioned its marketing efforts from mass-media advertising to online digital advertising. Highly targeted and cost-effective internet advertising enabled Planned Parenthood to increase its brand recognition, particularly among young women. Research reveals that 93% of young women in the U.S. are aware of the Planned Parenthood brand. Planned Parenthood continues to pour millions of dollars annually into digital marketing, including search advertising, social media advertising, search engine optimization, website development, and mobile applications. To date, no pro-life organization has been able to match the breadth and depth of Planned Parenthood’s digital reach. Until now.

Reliance on smartphones

Search I want to get an abortion

Planned Parenthood’s Triumph in Search

The vast majority of young adults – 99% – now own a cellphone of some kind. The share of young adults that own smartphones is now 96%, up from just 35% in 2011.1


The estimated total cost for Planned Parenthood to appear in every Google search by abortion-seeking women across the country is between $5-10 million every year.2

From the Source “Digital innovation and communication are in the DNA of Planned Parenthood, and it informs everything we do. To provide sexual health information to millions of people worldwide and advance reproductive rights, we communicate, connect and collaborate with millions of people through the Internet and social media.” Cecil Richards, Former CEO of Planned Parenthood


Searching for Abortion Among searches for abortion and abortionrelated phrases, 75% of those searches take place in 75 U.S. markets. Using the map below, you can see that among these 75 media markets, the most concentrated are in the largest cities in the country including Los Angeles, New York City, Philadelphia, Dallas, Houston, and Chicago.


Los Angeles






Atlanta Houston


We are keenly aware that, far too often, women choose abortion simply because they don’t know that caring, capable help is available at a pro-life, pregnancy help center nearby. MIKE PERKINS, CEO



joining hands The vast majority of the nearly 3,000 pregnancy help centers in the U.S. are locally organized, individual facilities. Most simply cannot afford the level of marketing investment required to compete effectively against Planned Parenthood. Even the small number of centers that can afford to match the marketing budget of their local Planned Parenthood often lack the expertise to successfully persuade abortionminded women to make an appointment at their centers instead of going to Planned Parenthood. Heroic Media has proven, in dozens of markets across the country, that we have the expertise that empowers pregnancy help centers to overcome these obstacles, and successfully win clients away from Planned Parenthood. Our proprietary internet marketing processes, combined with the specialized proven-effective techniques we use to train staff at pregnancy help centers, have helped our pregnancy help center partners across the United States save thousands of babies’ lives from abortion. When a woman searches the internet for an abortion, Heroic Media intervenes to connect her to what she really needs: lifeaffirming help that empowers her to make a decision for life.


it works

When faced with fear about her unexpected pregnancy, the first place a young woman immediately turns to is her smartphone. Using Google, she will likely type in specific words like “abortion help,” or “where can I get an abortion.” If Heroic Media is running a paid ad campaign in her region, one of our ads will appear at the top of her search results page. In most cases, our ad appears next to, and competes directly with, a Planned Parenthood ad. If the woman clicks on the link in our ad, then she is connected to a website that encourages her to contact Heroic Media’s local pregnancy help center partner. That partner has already been vetted and trained by Heroic Media to receive phone calls from women intent on obtaining an abortion, which increases the chances that the woman will make an appointment. And when she appears for her appointment, she will receive a high level of compassionate care. Those appointments at our pregnancy help center partner locations across the country have resulted in many thousands of lives being saved. If Heroic Media hadn’t been running those ad campaigns, women simply wouldn’t have known those pregnancy help centers existed, and likely would have ended up aborting their babies.

Connecting to Help When a woman does a Google search using abortionrelated words or phrases, an advertisement paid for by Heroic Media benefactors appears at, or near, the top of her results page, often right next to a competing ad from Planned Parenthood. If the woman clicks on the Heroic Media ad, she will see a website similar to this one, inviting her to contact Heroic Media’s local pregnancy help center partner.


at every turn Our dedicated team of marketing and operations experts has developed OAASYS (On-demand Alternatives to Abortion SYStem) to provide pro-life people with a very cost-effective tool to reach women who are searching online for information about getting an abortion. Our benefactors invest their generous philanthropic gifts in Heroic Media’s Google ads that connect abortion-seeking women to highly skilled, highly trained staff members at our local pregnancy help center partner locations across the country. When those women change their minds about abortion and choose life, our benefactors experience the joy of knowing, for certain, that the ads they sponsored played an indispensable role in saving that life from abortion. Our team works diligently to track the results of the investments our benefactors make in our internet ad campaigns so that we can share proof of impact results with you. The generous investments of our benefactors have enabled us to expand our ad campaigns into many of the largest markets in the U.S., markets where the majority of the nation’s abortions take place. For many years, Planned Parenthood enjoyed a monopoly advertising position in these markets … . . . but no longer.

Heroic Media reaches each woman individually — one at a time. What I love about Heroic Media is they take this woman, immediately in her crisis, and connect her, right away, to a place that can help her.” Sylvia Johnson Matthews, Exec. Dir. Houston Pregnancy Help Center


heroic purpose As a Heroic Media benefactor, you can put your charitable giving to work with confidence that your investment will achieve immediate, measurable impact saving lives from abortion. When it comes to saving lives from abortion, our benefactors are not interested in methods they “hope” will work, or that they think “might” work. Our benefactors demand proof of impact. You invest in Heroic Media because we provide that proof. Our system delivers the results you seek: saving babies from death at the hands of an abortionist at Planned Parenthood, and saving countless women from the guilt, regret and heartache of abortion.

This is the only group we’ve seen that can give us assurance that the dollars we invest will translate into lives saved from abortion. We know the money we invest with Heroic Media is saving lives. That’s very powerful. Bill and Mary Sladek,



One month old. Saved by the heroic efforts of our benefactor ad campaign.

God does not make any mistakes.

With this fact comes the blessed assurance that He has a good and perfect plan for every life He co-creates – even when it does not “seem to be the case” when seen through the lens of our finite and limited human understanding. Sarah was thrilled when she found out she was pregnant. She had wanted another child, and the timing could not have been better. Surely this was God’s blessing upon her life! That is until she went to her ultrasound appointment five months into her pregnancy. It was there where her doctor discovered “abnormalities.” Sarah’s baby had a confirmed diagnosis of Down Syndrome. Sitting Sarah down to share the news, her doctor pronounced the death sentence. “You should consider getting an abortion.” Sarah’s world crumbled in that instant. Was her doctor right? How would she cope with trying to raise a child with special needs? Was her baby

“better off ” aborted now, rather than having to face a “lower” quality of life with Down syndrome? The doctor’s office provided Sarah with a referral to an abortion provider who executed second-trimester abortions. While she contemplated the option in front of her, God prompted her to search the internet for “pregnancy options help” – and divinely intervened through Heroic Media’s ads, connecting Sarah to our partnering pregnancy help center in Oklahoma City. The appointment proved to be life-changing—and life-saving—for Sarah, and her precious baby. There, a client advocate shared with Sarah about a friend that was blessed to have a child with Down Syndrome, and a great quality of life. Hearing the positive outcomes for this child gave Sarah hope and a new perspective. More significantly, the client advocate said the words she so desperately needed to hear. “Your child deserves to live.”

“Christ has no body now but yours. No hands, no feet on earth but yours. Yours are the eyes through which he looks compassion on this world. Yours are the feet with which he walks to do good. Yours are the hands through which he blesses all the world. Yours are the hands, yours are the feet, yours are the eyes, you are his body. Christ has no body now on earth but yours.” — TERESA OF ÁVILA

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