A methodology to uncover the emotional motivators that drive decision-making.  Vitae Foundation uses mass media campaigns to reach women facing unplanned pregnancies and to create a culture of life. Vitae Foundation is a non-profit, educational organization focused on creating a Culture of Life by using research-based messaging and cutting edge media to inform women facing an untimely pregnancy about local Pregnancy Help Centers; educating the public about the value and sanctity of human life; and restoring the value of life as a core belief in the American culture. For more info:  Vitae Foundation