In this season of Goodwill, as we celebrate the birth of our Lord and Saviour, let’s stand with Focus on the Family in acknowledging the sanctity of life. Let’s also congratulate this highly respected organisation on the success of their, ‘It’s a Baby’ TV commercial which has won the 2024 NRB Messaging Campaign of the Year.
Produced by Cooke Media Group for Focus on the Family, the award-winning It’s a Baby nationally broadcast TV commercial underlines the value of pre-born lives.
The It’s a Baby ad campaign video was awarded the Television Messaging Campaign of the Year in the 2024 National Religious Broadcasters (NRB) Media Awards. These are designed to encourage excellence in production service to the community, faithfulness to the mission, commitment to the Gospel and personal integrity.
The award recognizes creativity, innovation and excellence in production quality as the winning campaign stands for free speech and/or against threats to free speech or religion. The 60-second video counteracts the devaluation of life with its message that identifies the pre-born child as a baby and not a fetus. The award will be presented at the 2024 NRB International Christian Media Convention, in February 2024 in Nashville, Tennessee.
Focus on the Family says no to terms that dehumanize
The pro-life ad campaign launched nationwide on June 14, 2023, coinciding with the one-year anniversary of the US Supreme Court’s decision in Dobbs v Jackson Women’s Health Organization.
“Tragically, the culture has gotten too comfortable using antiseptic scientific terms to dehumanize a child in the womb,” stated Focus on the Family’s president, Jim Daly. “We wanted to challenge that by plainly and simply showing – in situations we’re all familiar with – that it’s a baby.”
“Our goal is to bring great creativity to the table in service of a powerful cause,” explained Phil Cooke, producer of the nationally broadcast TV commercial and co-founder of Cooke Media. “This bold campaign by Focus on the Family really hit that target. I was very proud of our entire team who brought excellence to the production.”
“Tragically, the culture has gotten too comfortable using antiseptic scientific terms to dehumanize a child in the womb…”
Jim Daly, President of Focus on the Family.
About Cooke Media Group
Cooke Media Group consists of an award-winning team of experts in film and television production as well as branding and messaging strategies. Founded by Phil Cooke with Kathleen Cooke in 1991, the company has produced many influential Christian TV programs with a client list that includes Walt Disney, Dreamworks, YouVersion, The Museum of the Bible and The Salvation Army. Cooke Media specializes in telling stories that inspire faith, confront social issues and stir people’s hearts to action.
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