Second Look Project Ad Campaign Returns to D.C. Area
WASHINGTON (January 25, 2006) — A major ad campaign, the Second Look Project, seeks to dispel myths about Roe v. Wade and challenges the public to reconsider the scope of abortion law in the United States, asking: "Have we gone too far?"
New "Roe v. Reality" ads from the Second Look Project are now running in buses and trains throughout the Washington Metropolitan Area Transit Authority system. In addition, 60-second radio spots are being aired in a focused campaign in the Washington, D.C. listening area. Print ads have also been appearing around the anniversary of Roe in major media outlets including the Washington Post and the New York Times.
"The Second Look Project seeks to inform Americans of the actual legal status of abortion in the United States," said Deirdre McQuade of the Pro-Life Secretariat, who oversees the Second Look Project. "By citing pro-choice legal scholars, Supreme Court justices, and a feminist organization's survey, the new ads challenge Americans to take a 'second look' at common assumptions about abortion that are, in reality, false."
Ms. McQuade expressed confidence that the ads would appeal to the general public. "Public support of abortion on demand is declining," she said. "One Metro ad highlights this point in a myth/fact pairing: 'Myth: The vast majority of American women believe abortion should be legal for any reason. Fact: Only 30% do.'"
Other Second Look Project ads have been running for several weeks in the San Francisco Bay area transit system, sponsored by Friends of the Oakland Diocese Respect Life Ministry. There, many of the ads have been vandalized and destroyed in what Ms. McQuade describes as "vigilante censorship."
"The destruction of these factual, understated ads is quite revealing," Ms. McQuade said. "Some supporters of 'choice' would deny the public the right to make informed choices on this important issue of public policy."
The ads direct viewers to a website with the radio spots as well as references and additional information on Roe v. Wade: www.SecondLook.org. The Second Look Project first mounted an ad campaign in the D.C. Area in January, 2005.