Family & Life pioneered the development and use of short pro-life film commercials. it is the only organisation in Ireland to place pro-life commercials in cinemas. To date Family & Life has produced three commercials which in total have been running in cinemas throughout Ireland since the late 1990s. Each 30 second feature is aimed at particular audiences throughout the year and carries a life-affirming message and contact details. At present Family & Life is working on a new commercial for 2012. To date our ads have reached over 250,000 people each year since the late 1990's. The feedback has been tremendous and we have received letters from people who claim the ad was instrumental in helping them to choose life at a critical juncture as well as letters from individuals who began to reflect more deeply about the subject of abortion as a result of our cinema project.