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Carl Landwehr

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.

Speaker Endorsements

  • Getting the verbiage right is vital. The money Vitae is investing makes us go a lot further, to the point that we’re a huge annoyance to Planned Parenthood of the Great Northwest and NARAL Pro-Choice Washington.

    Hasselbeck tells Vitae Donors to Lean InKim Triller, Executive Director of Care Net of Puget Sound - Seattle, Washington
  • For any pregnancy center serious about reaching, engaging, and supporting abortion-minded women, familiarity with the research and messaging strategies produced by Vitae is essential.

    hasselbeck inspiresLeanna Baumer, Executive Director of Assist Pregnancy Center - Annandale, Virginia
  • My abortion was not about birth control—it was about fear. Fear of ruining my current reputation and future dreams. Fear of people finding out I wasn’t a “good” girl. Someone finally understood why I had an abortion and had research to support it!

    Georgette Forney, Silent No More
  • 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.

    Oliver North, U.S. Marine (Ret.), Author, Fox News Correspondent
  • The Vitae 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
  • 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, Former Coach - Notre Dame Football


Donate a life tomorrow. Vitae needs your help! If a woman contemplating an abortion doesn’t see Vitae’s messaging, she ends up at an abortion facility instead of a life-affirming Pregnancy Help Center. It’s that simple. Please donate today.

How Can You Help?

It's lifesaving! If you have a passion for Vitae's mission, you can volunteer in a number of ways—at our headquarters in Jefferson City, Missouri, or at one of our events across the country. We would love to meet you!

Contact Us.

If you are interested in learning more about the work of the Vitae Foundation and how you can help, please contact us. We want to hear from you.