A group set up to protect unborn children in America estimates it has saved thousands of lives by helping mothers choose life.
Human Coalition uses social media and online advertising to ‘reach and influence’ women who have decided to have an abortion.
It says that since 2010, more than 5,500 children who would otherwise have been aborted have been saved.
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The group makes use of customer engagement practices from the business world to connect with “abortion-determined” women.
Executive Vice President Ben Matthews explains: “Once a woman chooses to abort, the first thing she may do is jump online and search things like ‘free abortions’ or ‘Where do I get an abortion?’ or ‘How much does it cost to abort?’”
When someone within 15 miles of a Human Coalition clinic searches for abortion-related terms, an ad or link pops up, offering help. The group then attempts to engage via live chat, messaging, or phone calls.
The organisation has tracked its success, measuring how many women clicked on its advertisements and how many ended up rejecting abortion.
By making daily adjustments the organisation has raised its engagement rate to as high as 40 per cent.
In 2008, The Christian Institute threatened Google with legal action after it banned pro-life adverts from being placed on its platforms.
The global internet giant settled out of court allowing religious groups worldwide to place factual adverts campaigning against abortion.