A FreesWorld.com reader wrote in to discuss the recent ThatsAbortion.com ad in New York. Read Thembisa S. Mshaka’s letter and leave your thoughts below.
Free,
I have been in advertising and marketing communications for over 12 years. As a writer of numerous campaigns across categories from pro-social to entertainment, I understand the impact words and images are designed to make in the form of advertising. I want to examine all that is wrong with this ad:
Copy: “The most dangerous place for an African-American is in the womb.” The headline is designed to grab your attention. It certainly does that—but it also maligns African American expectant mothers and infers that the Black female body is toxic and to be feared, when in fact the womb is the seminal, most natural place in the world for any child of any mother. Now Black women’s wombs are more dangerous than urban streets, than corrupt police, than semi-automatic weapons, than drugs?! The headline seems to work counter to the overall message, which is that they want to prevent abortions. If that’s so, then what’s so scary about a pregnant Black woman? Ohhh, the fact that she might be in control of her own reproductive system; that she would make an informed choice of her own volition. Now I get it.
Imagery: Instead of seeing a mature pregnant woman, or even an infant, we are presented with an adorable young African-American girl who looks to be under the age of 8. What is this ad’s image saying? That the child is also dangerous as the outcome of a Black woman giving birth? That she is the owner of the dangerous womb and sexually active, (which objectifies and sexualizes her in a way that is totally inappropriate)? Or is it intended to make a woman considering terminating a pregnancy rethink it if she sees a cute little girl that her embryo could become? In my view, this cute girl is meant to make me look and say “awww, how cute!” and then read the whole ad. Any answer occurs for me as a ploy. More abuse of the black female image.
But what if this woman was raped? What if her pregnancy is the result of incest? What if the condom just broke, or she’s simply not prepared emotionally or financially to bring a child into the world? What if the embryo has genetic abnormalities the mother is not able or willing to manage? Much more goes into this decision than interest groups and politicians tend to admit or accept.
A woman’s right to choose is under a full-blown assault in America right now. From talk of overturning Roe v. Wade, to Republicans trying to redefine “rape” in legislation to the Senate voting to de-fund Planned Parenthood, the pendulum is dangerously close to swinging back to hangers in dark alleys or interstate drives in the dead of night for illegal procedures. Instead of offensive and insensitive ads for shock value, why wouldn’t ThatsAbortion.com share options for pregnant women that involve going full term? Present the option of surrogacy, or offering the child for adoption instead of vilifying the same womb that creates life. Or, sing the praises of abstinence or safe sex. All that is too complicated; it’s easier to slap a nasty headline on a sweet image and generate some buzz. If women of color are terminating at disproportionate rates, a closer look at all the factors that contribute to this should be examined. All women deserve to know what those factors are.
ThatsAbortion.com gets an Ad FAIL from me for race-baiting with their advertising.
Thembisa S. Mshaka, Promax Gold and Telly award-winning advertising and media executive and author, Put Your Dreams First, Handle Your [entertainment] Business (Business Plus/GCP, 2009)
There Are Currenty 19 Comments for this Post
From the moment I heard this story, I’ve been telling people…I’m highly offended of this ridiculous BS. I’m sorry but Black people are not the only ones getting an abortion & I do believe it is a woman’s choice at the end of the day whether to get one or not. It is judgmental and stereotypical. In my honest opinion, this ad went beyond statistics and numbers and came off as an attempt to demoralize African American mothers overall. We are in 2011. When does this BS stop?
From the moment i heard about this story i have been very heated and sad.That we live in a world of folks that think it’s ok to jump on our race as black people.And frankly i’m sick of it and anybody who thinks it’s ok to disrespect black woman and depic them in a negetive way.is a fool in my book.And the person who put this ad up should be fired with no questions asked.
[...] This post was mentioned on Twitter by Free, Free, Breakfuss Club, bthnynn, atiya mccoy and others. atiya mccoy said: RT @missfree FreesWorld Blog: FreeSpeech: ThatsAbortion.com Ad Is More Abuse Of The Black Female Image http://bit.ly/fVVqLo )))im still mad [...]
i disagree. the ad does EXACTLY what it was supposed to do: raise questions but the only thing im seeing is people getting stuck at the ad instead or actually reading about the statistics in terms of abortion in the african american coommunity which is real. there was more black image abuse in beyonces blackface photoshoot. this comes from a black woman that has had TWO abortions because of my own poor choices in men and because i just didnt KNOW what to do. i understand there are women who have been raped or have health issues but using abortion as birth control – no way. shame on us for focusing on the ad instead of the issue behind the ad.
First of all Naylahknee, I am sorry if your story is true, but to me it sounds like you are working for thatsabortion.com trying to put ideas in someone’e head. Secondly, I say we start a rally in front of that billboard until it is removed. Shame on anyone who had anything to do with it, and the people who support it!!!
I am in full agreement with the writer. This ad disturbs me on too many levels.
Another anti-choice (they are not pro-life) group did this in Atlanta to stir up the same trouble. They are doing this in progressive cities around the country to generate attention and traffic to their website. The clip (and so many others) directly show the ad or feature the website. It is an opportunity for us to discuss facts about abortion and communities of color, not racially insensitive and sensational rhetoric which is the root of this billboard and it’s “message.” I’m glad to see a lot of backlash in NYC…I’m with you Christina!
AMEN! TO THE BILLBOARD
Deeeeep! Good Points Big Up on this one Free!!
@ christina – you can read my blog to find out who I work for just like I read the statistics in regards to abortions in the african american community. how about rallying behind education for blacks in terms of sex and the CHOICES available to young women who become pregnant….boycotting the ad is not going to change that unless there is a plan of action for the “issue”. Are you gonna boycott beyonces magazine spread? Loreal? MTV? BET? I dont agree with exploiting our image for the sake of getting a response but I just dont believe this ad should be a prime candidate for “outrage” when there are so many other issues that dont even come to the table – like the 2011 Oscars and it’s lack of african american representation.
This is not the first time this ad has been put up it’s been around a long time different places.
I love the ad, fuck all of the naysayers @Naylahknee LOVE Your maturity
Follow up on denouncing this billboard:
To take action against the anti-choice billboard, contact Lamar Advertising and tell them to remove it.
Lamar Advertising
…General Manager: Peter Costanza, pconstanza@lamar.com
437 Fifth Avenue, New York, NY 10016
Phone: 212-644-6147
Fax: 212-644-6148
Salute, Free. i know exactly how i feel about the topic. i think the POSSIBLE intentions of the billboard may be from a good place, but the execution of the ad is TERRIBLE.
After finding out about this, and being the person that i am, i did some research and found that one of the main members of the board of that anti choice militia is a pastor from dallas texas… but ALSO has political ties and agendas for himself. i was surprised to learn that hes a black man.
part of me sees what COULD have happened had the ad been configured correctly and would applaud that direction had it been taken; part of me wants to shove the entire billboard down his throat then smack the shit out of him. point blank period.
the fence, for me, is intention. what were their intentions. unfortunately society doesnt work off of or respond to intention. we respond to what we see happening. and what i see happening is a VERY bad and VERY offensive play on words.
reading it again, it makes it seem that african american women as a whole are not able to protect their unborn.. as a whole. true, the sideways stats may show that a very high number of black women have abortions, but the ad doesn’t say that. also, the last time i checked, we are EVERYWHERE. how are we ever where if “the most dangerous place for an african american is in the womb”.
the most dangerous place for a dumb ass is to be anywhere close to an educated person while spewing dumb shit.
thats just a quick brain dump of mine. the best thing we can do is to use our minds and gain power by knowledge and wisdom. THEN take action and persevere. if not.. TAKE the power by force. -or maybe thats just me
Think about this billboard this way “who are the murderers that are actually providing the proceedures that kill these black children,I don’t know of any black owned hospital and abortion clinic.
The ad is about who gets what, when and where. It’s a political statement for the pro-lifers. It’s about CONTROL of funds. It is placed there for you to come up with your own conclusion. The real deal is redefining RAPE, and attacking my choice to choose.
YOUR CHOICE TO CHOOSE MURDER
the truth is the most dangerous place for a American child period is the womb of a white woman… don’t fall for the lies and propaganda.. they love to make themselves look good at our expense.. fact is men and women lie numbers don’t…
WHO HAS ABORTIONS?
Eighteen percent of U.S. women obtaining abortions are teenagers; those aged 15-17 obtain 6% of all abortions, teens aged 18-19 obtain 11%, and teens under age 15 obtain 0.4%. [6]
Women in their twenties account for more than half of all abortions; women aged 20–24 obtain 33% of all abortions, and women aged 25-29 obtain 24%. [6]
Thirty percent of abortions occur to non-Hispanic black women, 36% to non-Hispanic white women, 25% to Hispanic women and 9% to women of other races. [6]
Thirty-seven percent of women obtaining abortions identify as Protestant and 28% as Catholic.[6]
Women who have never married and are not cohabiting account for 45% of all abortions.[6]
About 61% of abortions are obtained by women who have one or more children.[6]
Forty-two percent of women obtaining abortions have incomes below 100% of the federal poverty level ($10,830 for a single woman with no children).
Twenty-seven percent of women obtaining abortions have incomes between 100-199% of the federal poverty level.* [6]
The reasons women give for having an abortion underscore their understanding of the responsibilities of parenthood and family life. Three-fourths of women cite concern for or responsibility to other individuals; three-fourths say they cannot afford a child; three-fourths say that having a baby would interfere with work, school or the ability to care for dependents; and half say they do not want to be a single parent or are having problems with their husband or partner.[7]
http://www.alanguttmacher.org/pubs/fb_induced_abortion.html
Thembisa, your article could not have been any more insightful. This is a play on the African American Psyche as a WHOLE. With all due respect Truth, all statistics are NOT reported and numbers are often “fiddled” with. Last I heard, African Americans actually have their children, but sit around and depend on government funded support…which is it? Either way, its a MASSIVE underlying attack on the African American Psche to keep us just where “The Committe of 300″ wants us: in dilapidated neighborhoods with poor school systems and opportunity for only a FEW tokens to be succesful in the society that makes attacks on us on a DAILY BASIS. Keep your eyes and ears open people and believe more in the unseen than the seen (supposedly official statistics). A powerful people being still subliminally being oppressed (YES I SAID IT…OPPRESSED)…WAKE UP, this thing is on a whole new level. Peace.