Carl Landwehr

Founder/Strategic Advisor/Market Director

Carl Landwehr has been involved in efforts to restore value to human life since 1974. He holds a Masters in Social Science/Sociology. He is founder, past president and strategic adviser of the Vitae Foundation, a national not-for-profit organization that researches and designs mass media strategies to reduce the number of abortions and encourage a culture of life. Vitae campaigns are now being used throughout the United States and selected foreign countries using traditional venues like radio and TV as well as the Internet and social media platforms. Vitae uses a business-like approach to market life-affirming information to the right side of the brain where most consumer decisions are made. The “emotional brand” is a powerful marketing tool that can be used in the abortion debate.

In 1976, Carl wrote a “How To” book to advance the cause for life by using community education, mass media, and fundraising. Prior to being named President of the Vitae Foundation, he worked for 20 years in government relations and public policy at the state and federal levels. During this time, he was Administrative Director of the Missouri Catholic Conference where he worked on many legislative issues of interest to the Church.

Carl has a special interest in using mass media to address contemporary social issues. He frequently speaks to groups on the power of research and “right-brain” messaging to successfully address controversial issues. In 1985, Carl and his wife Carolyn founded Easton Publishing Company, which published educational literature about life and living including an educational interactive scratch-off card for teens. Easton literature, which has been translated into numerous foreign languages, was marketed throughout the U.S. as well as many foreign countries. It was used in Poland and other communist countries before the break up of the Soviet Union. The intellectual property of the company was sold in 2008. Easton’s newest venture is marketing a collection of uplifting and life-affirming greeting cards available at retail stores and on the Internet.

As a member of the St. Louis chapter of Legatus, the Knights of Columbus Fourth Degree, and other church and civic organizations, Carl’s involvement in the community is well known. While serving in the Army National Guard, he received the National Defense Service Medal and the State Emergency Medal. His work in the pro-life cause was also recognized by receiving the Dr. Paul Spitz Defender of Life Award. In 2006 he was granted the Papal Award, Benemerenti Cross by Pope Benedict XVI. The Latin word means “to a well-deserving person.” Carl received this award for his years of dedicated service on behalf of the unborn. He was designated the 2011 Fourth Degree class honoree by the Knights of Columbus, Missouri District.

Carl has been a guest on EWTN’s Life on the Rock and numerous nationally syndicated radio talk shows including: The Andrea Tantaros Show (co-host of FOX News Channel’s The Five); America’s Morning News with Matt Ray; and The Lars Larson Show.

Mr. Landwehr resides in Jefferson City, Missouri. The Landwehr’s have four children and five grandchildren.