CCBR’s vision is divided into three main parts: our purpose, our guiding principles, and our picture of the future.

Our purpose, which defines why we exist, is to make abortion unthinkable and to help others make abortion unthinkable.

Our guiding principles, which influence our actions, are as follows:

• Ethical: CCBR conducts all its activities and interactions with respect, integrity, and non-violence.
• Rational: CCBR provides evidence for its positions through photographs and apologetics. Instead of merely stating a conclusion, “Abortion kills children,” CCBR uses pictures along with scientific and philosophical arguments as evidence to support that conclusion.
• Effective: CCBR chooses projects that demonstrate a track record of success, enabling it to fulfill its goals: changed minds and saved lives.
• Efficient: CCBR chooses activities which maximize the impact of its message with the best use of its resources.
• Strategic: CCBR’s specific tactics are chosen as part of overarching strategies both for CCBR and for the broader pro-life movement.
• Professional: CCBR distributes and displays high-quality material. Its projects are organized. Its staff and volunteers are well-trained and articulate.
• Pro-active: CCBR sets the agenda for where and when its activities run. Rather than countering pro-abortion activities, CCBR initiates pro-life activities and sets the terms of the debate, which puts abortion supporters in a reactive position. A critical aspect of setting the terms of the debate involves focussing not on choice, but on what is being chosen. CCBR further decides the target audience, time, frequency, and location of its activities.
• Bold: CCBR proclaims the truth even if unpopular. Boldness is additionally expressed through the large, graphic, and public nature of CCBR’s exhibits. Furthermore, the controversial comparison of the victims of abortion to victims of other atrocities is bold: it challenges the culture about the tragic similarities between an injustice it accepts and other injustices it rejects. This value is also expressed through CCBR’s efforts to challenge others to accept personal responsibility in addressing the injustice against the unborn.

Our picture of the future defines what we want to create. The end result of our efforts is a society that recognizes that the unborn are human beings from fertilization onwards, that human beings are valuable because of what they are and not what they do, and, therefore, that the unborn should be acknowledged as persons under the law, be respected, and be protected from injustice.