Article adapted from episode content.
The current landscape of the pro-life movement in the United States stands at a paradoxical crossroads. While the overturning of Roe v. Wade represented a monumental legal achievement, the subsequent shift to state-level referendums has revealed a sobering reality: legal victories do not automatically translate into cultural consensus. In states like Ohio, Kentucky, Montana, and Missouri—regions traditionally viewed as “deep red”—the movement has faced a string of significant losses regarding constitutional amendments. In Ohio specifically, the 2023 ballot measure resulted in a 57-43 defeat, effectively enshrining abortion rights within the state constitution. This trend, where the movement has prevailed in only three out of fourteen recent constitutional battles, suggests that the current political strategy is insufficient. To reverse this “culture of death,” we must move beyond mere political maneuvering and commit to the rigorous, long-term work of changing hearts and minds through the “Make Abortion History Project“.
The Roots of Cultural Deficit
For decades, the pro-life movement directed the vast majority of its resources, time, and effort toward the political basket, focusing heavily on judicial appointments and the reversal of Roe v. Wade. While these goals were necessary, they were pursued while the broader culture was being lost. We are now witnessing the consequences of this deficit. Many advocates mistakenly believe that these ballot initiative losses can be remedied with “slicker” marketing, celebrity endorsements, or better messaging that avoids the word “abortion” in favor of side issues like parental rights or gender transitions.
However, the reality is far more fundamental. We are losing because we have failed to do the groundwork of persuasion. The American people are not as aligned with the pro-life position as many advocates previously assumed. If we were to go to the ballot today with a simple repeal of these amendments, the results would likely be the same or worse. Therefore, the solution is not to “rent” voters for a few months during a campaign cycle, but to “own” the ideological ground by moving the cultural needle through targeted education and direct engagement.
The Mechanics of Persuasion: The Make Abortion History Project
The “Make Abortion History Project” was launched as an intentional effort to conduct worldview work before political work. Unlike a typical political campaign that runs from September to November, this project operates year-round, allowing organizations to utilize non-profit educational resources to engage the public. The pilot project in central Ohio demonstrated that it is possible to move the needle on abortion by engaging people at the level of ideas.
The project employs a multi-phase strategy designed to reach “persuadable” voters—those who may quietly support abortion but are not radical activists. This strategy combines modern technology with traditional door-to-door engagement:
- Targeted Advertising: Utilizing streaming television (CTV), social media, and mobile billboards, the project asks pivotal questions, such as “Is abortion actually healthcare?”.
- Deep Canvassing: This is the most critical component. Rather than simply dropping literature, trained advocates engage in “deep canvassing,” involving long-form conversations on doorsteps. The goal is to move individuals from a pro-abortion or neutral stance to a fully pro-life position.
- Measurable Results: In a five-month pilot involving 9,000 door knocks, the project saw a 7% drop in support for abortion and moved over 8,000 people to a 100% pro-life position.
These real numbers prove that we do not need to hide from the topic of abortion. We can talk about it directly, define it as the intentional killing of a human being rather than “healthcare,” and see hearts change.
The Philosophy of Statesmanlike Prudence
A significant point of tension within the movement involves the timing and nature of legislation. Some advocates demand immediate “Equal Protection” acts that would prosecute women for murder, arguing that “it is always the right time to do the right thing”. However, this “bull in a china shop” approach often ignores the current political cards we have been dealt. Historically, the most successful social reformers, such as William Wilberforce and Abraham Lincoln, practiced statesmanlike prudence.
Wilberforce, for instance, pulled back his abolition bills when the political climate made his supporters look like French sympathizers, waiting for a more opportune moment. Similarly, Lincoln delayed the Emancipation Proclamation until he could secure a military victory that gave him the necessary leverage. In our current context, we must be like the tower builder mentioned by Jesus, who carefully assesses his resources before beginning construction to ensure he can finish the task.
The movement must distinguish between intrinsic principles and pragmatic feasibility. While our “North Star” is equal protection for all unborn children from the moment of conception, we must be political realists. Consider the analogy of three governors facing a culture where spousal abuse is legal and widely supported:
- The first governor is an evil pragmatist who refuses to ban abuse even though he has the votes.
- The second is a prudential realist who lacks the votes for a total ban but passes incremental protections for state workers, women over 50, and young girls. He saves the lives he can while working toward a total ban.
- The third is a “purist” who refuses to sign any bill that does not offer full protection for everyone, thereby ensuring that zero victims are saved.
The pro-life movement must align with the second governor. We must take the wins we can get today while doing the hard cultural work required to make total abolition possible tomorrow.
Expanding the Concept: Phase Two and Beyond
The success of the 2025 pilot has led to the launch of Phase Two, which focuses on five major metropolitan areas in Ohio: Cleveland, Toledo, Columbus, and Cincinnati. This phase involves even deeper research into messaging through focus groups and qualitative data to ensure our arguments resonate with the “movable middle”. Approximately 60,000 voters will be reached in these communities.
The goal of this expansion is to prove the concept at scale. Once we have demonstrated that we can sufficiently move the needle in these major cities, we will have a proven roadmap for placing a pro-life amendment back on the ballot with a realistic chance of victory. This approach provides a much-needed sense of hope and a specific “avenue of thought” for a movement that has felt demoralized by recent referendum losses.
Training the Next Generation: The Mentorship Model
Making abortion history requires more than just ads and data; it requires full-time laborers who are equipped for the marketplace of ideas. We are currently losing many of our youth because we fail to give them a battle they can “sink their teeth into”. Students are often treated as if they cannot handle the complexities of the abortion debate, but experience shows that when they are properly trained in pro-life apologetics, they thrive.
Our training model involves a “baptism by fire” through programs like the Justice Ride, where students travel to college campuses for a week of high-intensity activism. This is followed by an eight-week summer internship where they participate in the “Make Abortion History” project, conducting deep canvassing and seeing hearts change before their eyes. This relational environment allows students to test their knowledge within a safety net where they can be debriefed and mentored. The goal is to raise up a generation of leaders who view this not just as a hobby, but as a full-time calling.
Conclusion: From Despair to Action
The recent affirmation in the United Kingdom to remove all restrictions on abortion serves as a grim reminder of what happens when a culture fully embraces the “culture of death”. We cannot afford to shrink back in despaidr or continue with strategies that yield the same failing results. We must acknowledge that the political landscape has changed, and our response must change with it.
By investing in the Make Abortion History Project, we are committing to the essential cultural work that must precede political victory. We are choosing to be prudent, engaging voters where they are, and training a new generation to defend the humanity of the unborn with science and philosophy. Making abortion history is not a small thing; it is a good and necessary thing that requires us to use both our hearts and our minds to save as many lives as possible. Through this data-driven, heart-centered approach, we can move from being three-for-fourteen to building a culture that truly protects every member of the human family.