The Love Life Initiative was born out of the recognition that pro-life victories in the courtroom is not enough—we need to clearly and lovingly make the case to the American public of why life matters and is worth defending.
Here’s how we got here:

On June 24, 2022, the U.S. Supreme Court overruled Roe. V Wade in a historic decision. Since the Supreme Court ruled that the right to an abortion is not enshrined in the Constitution, an untold number of unborn babies have been given a new chance at life.

But in the years following the Dobbs ruling, a dangerous new trend has emerged—and reversing it is paramount to the future of America’s pro-life movement.

At the time of the Dobbs ruling, Americans were roughly split on the issue— 49% of Americans identified as pro-choice and 46% as pro-life. What was a 3-point gap has since widened into a 14-point deficit. Today, 53% identify as pro-choice, while only 39% identify as pro-life.

The polling is reflected in referendums across the country, where well-financed pro-abortion initiatives have passed in 11 states, and pro-life initiatives have been defeated in two more—even in states where Republicans are winning on the ballot.

The Love Life Initiative will fight to reverse this trend through thoughtful, far-reaching advertising campaigns that promote the sanctity of life, advance referendums that protect life, and identify and defeat harmful proposals in statehouses across the nation.

For years, Democrats have drowned out the pro-life narrative and overwhelmed the pro-life agenda. They’ve raised and spent hundreds of millions on infrastructure, advocacy, and advertising—and it’s taken a toll.