The vitae foundation conducts research into the emotional dynamics surrounding women facing an abortion decision, then produces and delivers life-affirming messages to motivate those women to choose life for their unborn children. Working with a select group of 32 pregnancy help centers with 51 locations across the u.S., Vitae uses its research to create and maintain their customized marketing projects. Succcess is measured by a campaign's effectiveness in connecting women with local pregnancy help centers for information and assistance. In addition, vitae shares research findings and successful messaging strategies to pro-life peers through its national training initiative.

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