“It’s a Baby” ad campaign focuses on humanity of unborn children

Focus on the Family has launched “It’s a Baby,” an advertising campaign to celebrate life on the one-year anniversary of the U.S. Supreme Court decision that overturned Roe v. Wade. Jim Daly, the group’s president, sees it as the perfect time to join in the “millions of conversations” he anticipates will take place regarding the sanctity of human life in coming weeks.

The ad begins by showing a couple trading the results of a pregnancy test. The woman excitedly exclaims to her husband, “It’s positive! We’re having a fetus!”  The scene transitions to another couple in an ultrasonography room, where a sonographer glides the transducer over the expecting mother’s stomach. The mother, viewing the ultrasound image on the screen, reaches out to it and says, “Hi, fetus.” Several other illustrations follow, leading up to one where a little girl admonishes her parents for using the term. “Um, it’s a baby,” she says.

“We’re hoping to reach people who will be struck by the truth the spot depicts that it is, indeed, a baby,” Daly said. “We’re always looking for compelling ways, even unexpected ways, to get the country talking about life. And with the one-year anniversary of the Supreme Court’s Dobbs being June 24, this was the perfect moment to add this important perspective to the national conversation.”

He argued that culture has gotten too comfortable using antiseptic scientific terms to “dehumanize a child in the womb. We wanted to challenge that by plainly and simply showing — in situations we’re all familiar with that it’s a baby. And to call it anything else just doesn’t make sense.”

In the comments, the video received overwhelming support from pro-lifers, with some praising it as a “common-sense” message and others labeling it “great” or “magnificent.”

One wrote in part, “What a wonderful illustration that even children grasp the fundamental truth..it’s a baby.” Another said, “Brilliant. No one can watch this and think the first 50 seconds sounds like the way we actually talk about babies.”

Since the Supreme Court ruled against a constitutional right to abortion nationwide last June, the issue has become a focal point for many state legislatures as some look to enact restrictions and others — including California and Washington State — pledge to guarantee access to abortion.

–Dwight Widaman | Metro Voice