". . . and having done all . . . stand firm." Eph. 6:13


‘Call It What You Want, But the Truth Doesn’t Change. It’s a Baby’

June 17, 2023

Don’t be surprised if when you turn on your TV this week and next, the commercials flash an ad about the life issue. Focus on the Family launched an ad campaign this week titled “It’s a Baby” in honor of the one-year anniversary of the overturning of Roe v. Wade. They hope to “change the hearts and minds on the issue of abortion” Daily Citizen reports.

Focus on the Family is a faith-based organization championing the institution of the family with a biblical worldview. They partner with foster care and adoption agencies, provide post-placement resources, and host outreach missions. The organization has been a voice and advocate for the pro-life movement, and now they are bringing their beliefs to a screen near you.

The commercial that they filmed relays a sequence of different clips, where folks are referring to pregnancy, yet when they talk about it, they replace the word “baby” with the word “fetus.” This continues for a few scenes, until a little girl corrects her mom’s grammar. She says, “Um, it’s a baby.” The commentators voice follows, “Call it what you want, but the truth does not change. It’s still a baby.”

The message is knocking the pro-choice movement because they often use different, dehumanizing names for the living baby in the mother’s belly, one of which is the scientific classification of a “fetus.” The idea conveyed in the ad is one of great controversy. While it is painted as a light-hearted, upbeat message, it is one that has torn society apart for decades. Is the baby inside of a mother’s belly considered a human? Where do we draw the line?

In just one week, the nation will be remembering the overturning of Roe v. Wade and what that decision has done for our country. On June 24, 2022, the U.S. Supreme Court decided to overturn the infamous decision that allowed abortion through all nine months of pregnancy for 49 years. This was a huge win for the pro-life coalition and for the kingdom of God as a whole.

In honor of the anniversary, Focus on the Family determined to promote thought-provoking content that would influence Americans to think about this issue and what it means for them personally. They plan to run this ad from June 14 until June 24, leading up to the court decision’s first birthday.

Pro-life advertising and messaging is necessary due to the ignorance of those viewing the content. Hopefully this commercial will impact viewers across the country, as it directly responds to the leftist campaigning technique of “phraseology.’” Wording is everything, and it is important to call the baby what it is, which is, well, a baby.