MTV Rejects Heroic Ads

By Dave Andrusko

I don’t watch MTV, but I confess I scratched my head when I read in a press account of a speech delivered by pro-life Sarah Palin that the group “Heroic Media” advertises on MTV. Not that a group which describes itself as “a faith-based non-profit that reduces abortion by creating a Culture of Life through television, billboard and internet advertising which connects women in crisis with life-affirming pregnancy centers” wouldn’t try to reach an audience whose core demographic would be abortion-vulnerable young women. But rather that MTV would allow them to present such a life-affirming narrative.

Sure enough, no sooner had Palin talked of how Heroic Media would be advertising on MTV and BET this spring then MTV used the Washington Independent to say it would no longer accept their ads.

Written by Sofia Resnick, the story attributes the decision to “the organization’s recent billboard campaign that has sparked controversy.”

By that they mean a billboard ad in New York City that shows a young African-American with language saying, “The Most Dangerous Place for an African American is in the Womb.” Or another billboard in Chicago that features a likeness of President Obama and the words “Every 21 minutes, our next possible leader is aborted.

Resnick went on to add,

“The network aired two to television ads– “Teen Angst” and “We Can Help” — from May to November 2010, always after midnight, but according to MTV spokesperson Jeannie Kedas, MTV decided not to accept more Heroic Media spots in a recent media buy. Kedas provided the official MTV statement: “Upon further review, it was hard for us [MTV] to separate some of the recent tactics of the organization behind the campaign and the ads themselves, so we have opted to not accept them for air this time.”

These two powerful ads can be seen here and here. The first features a young white woman, the second a young African-American woman.

According to the Resnick, a spokeswoman for MTV said Heroic Media was notified of the decision the week after Palin made the announcement at the April 30 fundraiser.

“Yet Heroic Media Director of Communications Kimberly Guidry Speirs said she was still unaware of MTV’s decision as of Mon., May 9,” Resnick wrote. “Speirs told the Independent that MTV agreed to run the ads in a recent national buy.”

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