Vitae Foundation

Right Brain Research and Messaging for a Culture of Life

Research … Reach … Results

Mission & Vision

Mission:  We encourage a culture of life through research-based messaging and mass media.

Vision:   We envision a time when cultures embrace the gift of life, making abortion unthinkable.


While abortion is a serious moral issue, it is also a consumer issue.  Vitae commissioned The Right Brain People to develop a methodology to uncover the emotional motivators that drive decision-making when it comes to abortion.  Today, communicating with women who are traumatized by an unplanned pregnancy is Vitae’s expertise.

Our Strategy

A key tool of Vitae’s strategy is to use mass media to distribute educational messages. Our messages are respectful, helpful and encourage dialog in a non-threatening manner. Since 1992, when we began using mass media to reach women, Vitae has expanded into markets across the nation with media campaigns to restore value and sanctity to human life.

Our Work

Vitae Foundation uses mass media campaigns to reach women facing unplanned pregnancies and to create a culture of life.

Our Work

Not Just a Number

Numbers help keep track of vital information. There’s nothing more vital than a human life.

Lives Saved
0 Billion
Media Markets


Read all about it! Get the latest in Vitae news and happenings.


Some of the top leaders, media personalities and sports figures in the country have spoken on behalf of the Vitae Foundation.

How very grateful I am to you [Carl] and Vitae for all that is being done on behalf of the protection of innocent human life – from the very moment of conception. . . My prayers for every success. One say soon, I remain convinced that our beloved nation shall again follow the Lord’s Will for life.
Timothy Michael Cardinal Dolan, Archbishop of New York
The Vitae Foundation has had amazing results with their television advertising that has increased pro-life sentiments among the general population in the areas where they appeared.
Sean Cardinal O’Malley, Archbishop of Boston
That’s why it’s important that ads by Vitae be there. Because Vitae can’t be inside the abortion clinic, but we can be there so women never set foot inside the abortion clinic. And that is the goal! Planned Parenthood spends millions in research to reach their demographic. Well, guess what? Vitae does their research too…and their ads work!
Abby Johnson, Former director of a Planned Parenthood clinic
Everybody should ask this question: If you didn’t show up, who would miss you and why? If Vitae hadn’t shown up, think of the babies today who would not be here if it weren’t for them. That’s the greatest contribution we could make to our fellow human beings.
Lou Holtz, Notre Dame Football Coach
While there are many different avenues and many different ways all of us in the pro-life movement are trying to change the culture of America to a pro-life culture, the fact is what Vitae is doing is truly one of the most—if not the most innovative approach that exists anywhere in America today. And the results are astounding.
Mike Huckabee, Former Governor of Arkansas
This is a very exciting time where we can make huge strides on behalf of the dignity of human life. I was recently in New York and I saw the Vitae subway ads. They are so powerful! With every life saved, that is victory!
Lila Rose, Student activist at UCLA
God has placed a power inside of us to change the world. Vitae is trying to affect the world by affecting the power of one. You must step into the power that lies inside of you and fight for the lives of the next generation.
Kurt Warner, NFL MVP and MVP for Super Bowl XXXIV
Vitae, with its heart of compassion and its feet of good works, has saved the lives of thousands and rekindled the conscience of our community.
John Ashcroft, Former U.S. Attorney General
The Vitae Caring Foundation is at the forefront of where this movement needs to go and I really applaud you. You’re changing minds, you’re changing hearts, and the world is a better place for your vision.
Sean Hannity, TV Host
The masters of media are the people defining the moral value system…that is why what you’re doing [Vitae Foundation] is of such vital importance. You are saving lives.
Colonel Oliver North, U.S. Marine, Author, Fox News Correspondent
…the power of [their] messages, the power of words, the power of images…is why I’m really pleased and honored to support the Vitae Caring Foundation.
Rick Horton, Baseball Analyst, Major League Pitcher
Why can’t we see groups like Vitae on a national level, multiplied by ten?
Laura Ingraham, Radio talk show host
I am glad to speak on behalf of an endeavor that recognizes the truth. If we’re willing to pool our resources, if we’re willing to do the work that is necessary to get the simple messages of truth stated with love to pierce the heart of this society, then we can break the hardening shell of its selfishness and its self-indulgence.
Alan Keyes, U.S. Ambassador to UN Social & Economic Council
The Vitae Caring Foundation has developed and implemented a bold, Pro-Life, mass media educational initiative that has had a tremendous impact. Vitae’s commitment to produce well-researched Pro-Life media messages, aimed at audiences who are not already Pro-Life, has proven not only to be effective in shifting public opinion but in saving lives. The Vitae Caring Foundation has found a practical method to respond meaningfully to the late Pope John Paul II’s challenge to build a culture of life.
Joseph Naumann, Archbishop of Kansas City
I’m really excited about being part of the Vitae Caring Foundation because I understand the power of media. I understand the power of having a message that is strong and clear and powerful. I want to applaud you for your work.
Lisa Welchel, Actress on Facts of Life, Author, founder of “Mom Time”
Vitae (‘life’ in Latin) is a savvy, empathetic and tireless organization that’s doing a very effective job across this country. It produces 30-second TV spots…and these short messages are reaching millions of young people with hope, help and alternatives to killing unborn babies. They’ve found that most women, even those facing unwanted pregnancies, will opt for letting the little innocent child live – if they’re presented facts, and not glossy, appealing propaganda.
Pat Boone, SInger, Actor, Writer
[Vitae Foundation] is the reason, I believe, that the pro-life movement will win and is going to make dramatic strides in the future, regardless of the pressures against us.
Rabbi Marc Gellman, Host of The God Squad
They call this the information age, and that’s right on target. If this battle is going to be won, it’s going to be won in the field of communications. These spots are first-class, professional. There’s got to be more of this in America… more Vitae Caring Foundations…This organization is on the cutting edge.
Robert P. Casey, Former Governor of Pennsylvania
I am thankful for groups like yours that spread the message that allows that seed of hope and faith to grow within those women who are faced with a pregnancy in less than ideal circumstances. You affirm the value of the child. You remind us that every child has purpose and value and a destiny.
Sarah Palin, Former Governor of Alaska
We are the guardians. If we fail, who will complete this task? If we fail here, where does the rest of the world run? Answer: nowhere. Stand up. Get in the race. You can, will and must win.
Glenn Beck, Radio and TV Host, Author
I commend the Vitae Caring Foundation for bringing the truth to the American people. Your efforts to foster respect for the sacredness of human life are sorely needed and greatly appreciated.
Henry Hyde, Congressman
Two thousand years ago Pontius Pilate didn’t agree with the punishment they wanted to give Jesus, but he didn’t want to interfere with the people’s right to ‘choose.’ Today we are dealing with millions of Pontius Pilots. That’s one of the many reasons I’m so grateful for Vitae. Vitae is standing in the gap to help convert these people from being Pontius Pilots to appreciating and upholding the sanctity of human life.
Jill Stanek, Pro-life Blogger
You are my heroes. … “Every day in your own backyard so many of you volunteer or work for Vitae and every single one of you in this room are fighting literally over matters of life and death.
Michelle Malkin, American Conservative Blogger
Too many people let what they can’t do get in the way of what they can do. Live out your Christianity. That’s something you can do. It changes lives…it changes the conversation.
Matthew Kelly, Catholic Speaker and Author
How can we live in a society where the pro-choice side has been able to convince moms to kill their own child? Our job is to change that. Vitae is on the front lines with this battle. Our cause is the cause of true freedom, and it’s also the cause of justice.
Dinesh D’Souza, Indian-American Political Commentator, Author, and Christian Apologist
Ladies and gentlemen, our country will not continue to be blessed if we continue to kill our unborn. That’s just what I believe. That’s just part of our founding. When man believes that he can make the decision about who gets to live, and in turn when you get to die, then you don’t have liberty. You certainly do not have a pursuit of happiness.
Allen West, Political Commentator, former United States Representative, and retired U.S. Army lieutenant colonel
I’ve been overwhelmed with this idea of legacy. What do we want to be remembered for? The legacy we’re talking about is a legacy like Vitae and how they are changing—no, not changing, but saving lives.
Mike Matheny , Manager of the St. Louis Cardinals
I am so inspired by Vitae’s work. This truth is not being heard and that is why we need a media strategy, and this is what Vitae does. Be all in now…this is a Wilberforce moment!
Eric Metaxas, Author, Speaker, and Radio Host
This is why I love Vitae because they know how to reach out to women like me. My story ties into the sole mission of Vitae.
Rebekah Buell , Woman who began RU486 abortion pill regimen, changed her mind and had it successfully reversed.

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