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The Vitae Foundation is an advertising campaign for life. This means we research, produce ads and place media in an effort to encourage a greater respect for human life, restore traditional values in our American culture, and reduce the number of abortions.

In 1991 Vitae began bringing realistic debate about the abortion issue into the mainstream public arena in Missouri by addressing attitudes without politicizing or radicalizing them. This was done by designing commercials which encouraged women to consider alternatives to abortion. These first aired in Kansas City.