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National Abortion Federation Launches RU486 Ad Campaign.(Brief Article)
Pick up a copy of your favorite women's magazine sometime this summer and you may be surprised at what you find. Starting in July, the National Abortion Federation (NAF) will be running advertisements for RU486 in some of America's most popular periodicals.
Ads Long on Style, Short on Substance
According to a May 24 Reuters wire report, "the ads feature a contemplative young women looking out a window" with accompanying text that reads, "You have the freedom to choose. And now you have another safe abortion choice."
The ads never identify the pill by its brand name - - Mifeprex - - referring instead to the generic name, mifepristone, or the "early option pill," which was a slogan of the kickoff campaign that followed U.S. approval. Women are given a 1-800 number to call and a web site to contact for more information, but not much about how many steps the procedure takes, how much the pills cost, or what the pill does to the child.
Blithely asserting that the abortion pill is safe, the ads conspicuously fail to mention the considerable risks and side effects often associated with RU486, or the fact that at least one woman nearly died in U.S. trials of the drug. Lists of side effects, precautions, and complication rates typically accompany most pharmaceutical ads as a legal requirement, but NAF claims its ads are educational, not marketing a specific product, so it doesn't have to include any of the usual health warnings.
The $2 million ad campaign is being underwritten by contributions from private groups such as the David and Lucille Packard Foundation, said NAF executive director Vicki Saporta.
The NAF ad is scheduled to run in People and Self magazines in July and in 11 other magazines, including Glamour, Mademoiselle, Cosmopolitan, and Vanity Fair, before summer's end. NAF said it hopes through the ad campaign to reach 70% of women between the ages of 18 and 49. Of the publications NAF contacted to run their ad, only one, Redbook, chose not take the advertisement.
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Source: HighBeam Research, National Abortion Federation Launches RU486 Ad Campaign.(Brief...