THE BIG PITCH: How would you market for or against the abortion drug Mifeprex aka RU-486?

KRISTIN HANSEN, Media Director, Family Research Council

KRISTIN HANSEN, Media Director, Family Research Council

KRISTIN HANSEN, Media Director, Family Research Council

The first target for pro-lifers? Women's magazines. It's an uphill battle, but it's time the health pages of Elle, Glamour, and the rest give women the straight scoop on abortion. Picture an entire page devoted to 'Questions to ask your doctor before you take RU-486.' Women deserve the facts, and they will investigate with or without the help of Mademoiselle.

When American women and their doctors find out about the serious health risks and complications, the whole marketing campaign could backfire on the abortion lobby. Let the truth be told: This drug could deliver the most frightening and lonely event in a woman's life.



COLLEEN McCABE, Media Relations Manager, Planned Parenthood Federation of America

Get straight to the facts about the drug and what it offers: a safe, early, non-surgical option for women who have chosen to end a pregnancy.

It is choice within Choice. Because the anti-choice usual suspects, who will always oppose a woman's right to choose, can surely be counted on to generate fiction and synthetic controversies around this important medical advance, the best strategy is to communicate to women, health care providers, policymakers - and the media - the truth about the drug's safety and efficacy, along with the privacy it offers



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