Extensive new research done in 2002 in the state of Colorado has provided pertinent and fascinating insight into the thinking of abortion-vulnerable young women. Life-Ed ^® of Colorado sponsored the research, which will form the basis of an innovative, integrated media campaign later in 2003. Life-Ed ^® has aired pro-life television ads in the state since 1997. The research and resulting strategic marketing plan were conducted and prepared by Hanon-McKendry and Wirthlin Worldwide. The findings may have a profound effect on how the pro-life movement speaks to our culture.
Pregnancy centers may well find application for the results in how they counsel women, advertise to attract clients and train their volunteers. Their thinking and values may well be quite different from your won, yet understanding them is essential to offering effective help.

Target Audience
Respondents were18 to 34 years old, single, with a pro-abortion leaning. They generally had a liberal view of sexual activity and would react negatively if they became pregnant. Focus groups were held that included both Hispanic and Caucasian women of mixed household incomes. One very interesting result was the lack of discernible difference between the attitudes of those two ETHNIC groups.

Personal Sexuality:
The women acknowledged a set of personal sexual standards and agreed that sexual boundaries have been redefined in our culture in the following ways:

• Greater acceptance of sexual behaviors once considered taboo
  
• Premature sexualization of children where media plays a major role
  
• Sexual indulgences are portrayed as hip, fashionable, and fun
  
• Pornography has infiltrated mainstream America through the home, office, TV and retail ads.
  

• STD’s are seen as commonplace, dangerous and potentially destructive
  
• Women worried much LESS about unintended pregnancy than about contracting and STD.
  
• Some viewed sex as risky to their overall sense of self.
  
• Many felt sex can lead to involvement in unhealthy, disrespectful relationships
  

• Feelings ran the gamut but were overwhelmingly negative:
  anxiety, nervousness, fear, distraught, anger, stress, hurt, remorsefulness, disbelief, sadness, regret, sick, numb.
  
• Some women recounted having already experienced such a scare at one time or another
  

• They’ve always know it’s a possibility, no matter how careful they may be.
  
• They themselves, or someone close, had already had an abortion.
  
• Though support structures appear weak, women would seek out those who would most likely agree with/support their decision; they might tell others after the fact for additional support or to avoid their influence prior to the abortion.
  

• They believe they’re making the best choice (abortion) given their current situation.
  
• Although they talked freely and confidently about this choice, women often softened it with phrases like “I’d get one” and “I’d have one”.
  
• Even though their choice might be different today, older women indicated they probably would have aborted in their early 20s.
  

• Side effects were seen as physical as well as emotional.
  
• Some realized that the effects could be long-lasting.
  
• Most expressed the view that "abortion is doing something they ardently support but still fundamentally feel is harmful to themselves and others."
  

• They were likely to "be with" someone who would be supportive, at least of the decision to parent the child.
  
• All current mothers felt more comfortable and confident with motherhood .
  

• They would have already faced many of their fears and challenges by then.
  
• The emotional attachment to the baby would be too strong.
  
• The very few women who would consider adoptions saw it as an act of benevolence.
  

• Participants generally agreed:
  
  1. This is a big decision;
     
  2. Each option deserves full consideration;
     
  3. There’s a real potential of being negatively effected (many have seen it/experienced it personally)
     
• Some were still inclined to take the path of least resistance by aborting.
  
• They see “professional” help as a last resort and are often looking for reinforcement or support to rationalize their decision.
  

• They do believe their choice will have a real and lasting impact on their emotional and, potentially, physical (e.g., fertility) well-being.
  
• Mostly only considered the two options of abortion or parenting.
  
• Many already know women who regret their abortion.
  
• Words like "decisions" and "options" resonated strongly.
  

• They believe, or convince themselves, that they cannot have a baby for any number of reasons.
  
• They don’t want to think of their “baby/child” as “unwanted.”
  
• They would never consider giving baby up for adoption.
  
• Yet, abortion doesn’t feel “right” either.
  
• They do NOT buy into pro-abortion rhetoric that abortion is an easy, safe, harmless, and rational decision, because they've seen real and lasting consequences from abortion.
  

• Mainstream America is moving away form organized religion and basic Judeo-Christian values
  
• Some say our culture is not "post-modern," but “post-Christian,” a time in which Christ and Christianity are completely foreign concepts.
  
• Traditional religious beliefs are seen as irrelevant, boring, outdated, dogmatic, legalistic, unsophisticated, and ritualistic.
  
• Few are guided by moral absolutes for objective truths- what feels good to you is what’s right for you.
  
• Feeling good about a decision is better than making the right one.
  
• True contentment is rarely achieved; there’s always a desire for more, bigger, better, faster, etc.
  

• People are looking upward, inward, online, and outdoors for the comfort, connection, and inspiration that they once sought in formal sanctuaries.
  
• They prefer spirituality that is unconstrained by objectivity, tradition, reason , or morality.
  
• Spirituality is guided by crystals, herbal medicine, E.S.P., astrology, transcendental meditation, superstitions, and channeling.
  
• Basic tenets of modern spirituality include a self-orientation, a belief in what one likes, truth is seen in relative terms, and an appreciation of the beauty of nature.
  
• God is seen in many things, including themselves, and gods from many religions are acknowledged.
  

• Peer groups are able to provide many benefits, without demands, restrictions and responsibility.
  
• The erosion of “traditional” family values and the devaluation of the institution of marriage are reflections of this.
  

• Invite dialogue and encourage the women to seek counsel.
  
• Focus on the unintended pregnancy rather than the abortion.
  
• Focus on the woman as much as the baby.
  
• Be honest and factual, but don't lapse into being manipulative, judgmental, preachy or directive.
  
• Include reassuring words such as "supportive, safe, secure, confidential listening."
  
• Acknowledge the woman's strong sense of independence and her right to decide what's best for her.
  
• Present this connection in an atmosphere of professionalism and excellence.
  

• Acknowledge your own commitment to values of freedom, choice, rights
  
• Speak in personal terms versus institutional or religious ones
  
• Link messages to basic human values, not moral imperatives
  
• When needed, ground in rational thought and use facts
  
• Describe pregnancy as “unexpected” or “unintended”
  

• Women are very concerned about sexually transmitted disease
  
• Women recognize and are concerned about the emotional and physical implications of abortion.
  
• Adoption is not understood as a solution to an unplanned pregnancy.
  
• Women do not understand the traditional Christian values of past generations.
  

I encourage you to consider interpreting this research and applying it for your center. We all are benefiting because of the generosity of Life-Ed ^® for making this research available to us.

If you would like more information about Life Ed, contact Lisa Jacobson, Life Ed’s Executive Director, (303) 691-6912 or access their Web site at www.life-ed.org