If you’ve been in a car, you’ve seen them. They’re the billboards designed to persuade people that abortion is wrong. Fair enough. But if they’re going to succeed, they should stop preaching to the choir, and start making smarter creative choices. Lose the King James Bible quotes, the vintage Virgin Mary images and the fetus photos that appeal to people who already agree with you. Instead, think like a woman who’s considering an abortion. What is her life like right now? What does she need? Create a message that meets her where she is, and you’ll gain ground. That goes for every marketing message, including yours. Empathy is at the heart of all great marketing.