A typical Majella Society Billboard in Austin (photo credit)
If you live in Austin, Texas you may have noticed the "Pregnant? Scared?" billboards around town. Actually, if you live in Anywhere, USA you may have noticed these billboards around town: they're boilerplate ads for organizations affiliated with OptionLine, a national anti-abortion "pregnancy crisis" hotline.
Here in Austin, the local affiliate is the Majella Society, which literally provides no services other than billboards and, shockingly, PSAs during primetime television encouraging young women to call the hotline for help. You can even text "pregnant" to them if you don't want to have them tell you you're a slut for having premarital sex on the phone.
Imagine my surprise when, during last night's season premiere of "CSI: Miami" I saw the above commercial. Apparently, these ads are effective by Majella's measures. The below stats are from the page featuring links to all of their ads.
Consider these results:
*Made 149,713,54 impressions among Texans
*Reached target market of women between 18 and 49 an average of 21 times
*Professional polling data confirms that the Austin area population, moved 5 points in a consistent life-affirming point of view, from 27 percent to 32 percent
In 2008 in Texas we--
*Received more than 18,000 calls to OptionLine
*Reached 136,800+ Texas teens through our Web site
Their website reveals a host of interesting information, including that their fundraising dinners this fall will feature Mike Huckabee and Kathy Ireland--and that they're expanding to Chicago. But one thing their website doesn't deliver? Financials. The page is "under construction." But if they've got enough cash to run an ad during the season premiere of America's most awesome television show, their "financials" must be pretty interesting...