The lifesaving messages of Wisconsin Right to Life’s Veritas Society are building a culture of life in Wisconsin. Since 1995, when the Veritas Society began, the abortion rate in Wisconsin has dropped approximately 40%. This success rate is unmatched by any other pro-life group in the nation.
Veritas Society messages are produced by some of the top advertising professionals in the country. The messages are tested and targeted to reach our audience exactly where they are.
What does this mean?
In 1995, when the Veritas Society began, television was the way to reach our audience. As we all know, times have changed. Now, in 2017, our target audience of 18-24-year-olds receives their news and entertainment on their phones, tablets, and other electronic devices. We are now able to pinpoint our audience on the websites where they spend the most time through digital advertising. Even better, this is extremely cost-effective.
The measure of success of digital advertising is the Video Completion Rate, or VCR. We surprised our media buyers by having a Video Completion rate nearly 20% higher than the national average. Our ads are working!
In addition to sharing messages about life, the Veritas Society’s ads provide our audience with concrete resources of help them choose life. Telling the truth and providing help to save lives is what the Veritas Society is all about.