Focus on the Family’s pro-life TV commercial “It’s a Baby” won the National Religious Broadcaster’s 2024 Award for Television Messaging Campaign of the Year. The 60-second clip, which was launched on the one-year anniversary of the US Supreme Court’s decision in Dobbs v Jackson Women’s Health Organization on June 14, shows typical celebratory moments during pregnancy caricaturing today’s common pro-abortion language that a baby during pregnancy is just a fetus.
The ad starts off with a woman holding a pregnancy test sharing the good news with her husband saying, “It’s positive, we’re having a fetus!” On another occasion, two men are jogging together with one man asking the other whether they already had some names in mind for their fetus. Finally, a little girl states the obvious when her parents ask her to feel the fetus in mom’s belly, saying, “Uhm, it’s a baby.”
On its ad campaign website, Focus on the Family comments, “Fetus—that’s such a scientific word. It’s distant. It feels a million feet away from us, and that is the point. There are people trying to diminish the value of life by changing how we talk about it.”
“At Focus on the Family, we love the word baby—because baby, it’s personal. It points to the joy of life ahead and all the things that make babies human. And it happens from conception.”
According to the NRB, the recipient of its Television Messaging Campaign of the Year Award will demonstrate exceptional creativity, innovation, and excellence in production quality as it stands for free speech and/or against the threats to free speech or religion. The messaging campaign must demonstrate creativity in its presentation of the issue and engage the viewer to action.
The awards will be presented during the 2024 NRB International Christian Media Convention, which will take place February 20-23, 2024, at the Gaylord Opryland Resort & Convention Center in Nashville, TN.
