Just days before the one-year anniversary of the Dobbs v. Jackson Women's Health Supreme Court decision overturning Roe v. Wade, Focus on the Family has launched a new campaign called "It's a Baby." This initiative directly challenges the use of the term "fetus" to describe unborn children.
The campaign launched Wednesday, coinciding with a period of expected national discussion on the topic of abortion. Focus on the Family President Jim Daly believes this is the opportune time to contribute to the conversation about the sanctity of life.
The core of the campaign is a poignant advertisement that presents various everyday scenarios related to pregnancy, replacing the word "baby" with "fetus." The stark contrast highlights the emotional disconnect created by the clinical term. The ad includes scenes of a couple receiving a positive pregnancy test, a mother interacting with her unborn child during an ultrasound, and a child correcting her parents' language.
Daly points out that even the Mayo Clinic, a respected medical institution, consistently uses the term "baby" from the moment of fertilization in its materials about fetal development. He aims to spread this understanding to a wider audience.
In an email to Fox News Digital, Daly expressed his hope that the campaign will resonate with viewers and prompt them to recognize the humanity of the unborn. He criticized the prevalent use of "antiseptic scientific terms" which, he argues, dehumanize unborn children. The campaign's goal is to counter this trend and emphasize the fundamental truth that it's a baby.
The advertisement has been met with considerable positive feedback online, with many praising its straightforward message and powerful imagery. Commenters have called the ad “common sense,” “great,” and “magnificent,” appreciating its ability to convey a fundamental truth about the unborn.
The campaign comes at a time when abortion rights are at the forefront of political debate across the country. Following the Supreme Court's decision last June, various states are grappling with legislation regarding abortion access, with some seeking to restrict it while others are working to protect and expand it. This campaign adds another layer to the ongoing national conversation surrounding abortion.
