Words alone fail to expose the true face of abortion so the RCC presents the truth of abortion in a way that its magnitude can only be fully understood: visually. But the traditional media (e.g., television networks, newspapers, billboard advertisers) will generally not show the reality of abortion or allow for graphic pro-life advertising. Therefore, the pro-life movement must create its own mass media projects to convince the public of what abortion is.

The Reproductive Choice Campaign (RCC) was created because the media and the government refuse to adequately educate the public on abortion. Since most Canadians do not want to know about abortion, very few people will learn what actually happens to the unborn. Therefore, in order to educate the public, CCBR aims to bring the pro-life message directly to Canadians who, today, are more likely to be on the roads than in the past.

Having said that, the RCC is so controversial it will attract the attention of the media, compelling them to cover the event. Thus, the RCC will also garner free publicity for the pro-life view, in a manner the movement couldn’t even buy time for.

In short, the RCC aims to save unborn children from being killed and move those who are guilty of involvement with abortion into healing. By exposing the public to these images, CCBR will change how people think about abortion. When Canadians’ minds are changed, Canadian laws will be changed.