Majella Society reaching San Antonio with pro-life media messages

by Carol Sowa
Today's Catholic

Father Frank A. Pavone

SAN ANTONIO • Perhaps you’ve seen the ads on television — a troubled teenager jogs through deserted streets in a downpour, hearing in her head dissonant voices telling her what to do, but deciding to choose what she knows is right; children in a classroom take turns relating what they dream of being when they grow up — then one by one vanishing into thin air; a woman rises from her bed at night, years after a fateful decision, listening for the sounds of a child who might have been.
The ads, as well as billboards with the number 1-800-395-HELP, began running in Austin in 2004 as part of a campaign by the Majella Society, a campaign which moved into San Antonio last December.

    “The Majella Society is an organization that uses professional media to really affect attitudes and change people’s opinions on the issue of abortion,” said Luke Doyle, executive director for the society. “Our main goal is to really lower the abortion rate.”

    The 30-second TV commercials, which are placed during shows that appeal to teens and young adults, do two things. “They get people to think differently on the issue of abortion than maybe they’ve looked at it in the past,” said Doyle. The spots, like the billboards, also offer a 1-800 number individuals can call to get connected to a local pregnancy resource center where they can receive counseling and hopefully make a decision that chooses life.

    A survey that followed the first 13-week campaign in Austin measured a five percentage point change towards a consistent pro-life position in a city where pro-choice has been the prevailing attitude. Calls to the 1-800 help number increased 93 percent following the first campaign there and rose to a 147 percent increase following the second campaign. The society hopes to accomplish similar results in San Antonio.

    “Bexar County has the highest rate of abortion in the state of Texas,” noted Doyle, “and Travis County is a close second.”

    The society also plans to eventually branch out into radio advertising in San Antonio due to our city’s unusually high teen pregnancy rate and that market being more easily reached through radio. The Majella Society is already making use of the Internet, partnering with www.TeenBreaks.com, which is pro-life and helps to counsel teens toward that position, as well as dealing with other issues regarding sex and relationships geared to teens.

    Working locally to promote and publicize the Majella Society’s mission are Naomi Elliott, director of development, and Rocky Hernandez, handling community relations with a focus on Catholic churches and organizations. Gena Keller will be doing similar work in the Protestant churches. Named after St. Gerard Majella, patron saint of motherhood and difficult pregnancies, the society is ecumenical in its outreach and appeal.

    Individuals can assist financially as well as by becoming part of a prayer team. Volunteers are also needed to host small leadership groups in homes and help sponsor larger events, such as the Nov. 16 fund-raising dinner with Zell Miller, former governor and senator of Georgia, as guest speaker.

    Introducing the Majella Society to San Antonio will be Father Frank Pavone, national director for Priests for Life, speaking at Holy Spirit Church, 758 W. Ramsey Rd. on Thursday, June 29.

    Doyle noted the model the two-year-old society is using is actually based on one developed 15 years ago in Missouri by the Vitae Caring Foundation. Their media campaign garnered a 25 percent decrease in the state’s abortion rate. Since then the program has been used throughout the country, with trackable, positive results.

    "So far, our results are mirroring what has happened in other states,” said Doyle. “So we’re very encouraged by that.” With 80,000 abortions having taken place in Texas over a decade, Doyle sees the Majella Society as potentially being able to save hundreds of thousands of lives that might otherwise have been aborted.

    “That’s our ultimate goal,” he said. “The bottom line is we want the vast majority of Texas to view abortion as unthinkable.”