Pro Life BC introduces its new branding

By Cleveland V. Stordy

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Pro Life BC has undergone a name change, one that may forever change the image and general perception of the pro-life organization.

Only time will tell whether the name Signal Hill has the impact members are hoping for: to break through the obstacles that keep pro-life messages from being heard.

Pro Life BC unveiled its new image at a reception June 14 at the Hilton Hotel in Burnaby; more than 60 guests were in attendance. Directors on the Board of Pro Life BC introduced the new title and gave the rationale behind the name and image change.

Executive Director Yvonne Douma and the board and staff of the organization agreed that the name Signal Hill will provide new energy and opportunities for effective action in defending human life.

Director James Borkowski elaborated on some of the meaning behind the brand, saying, "A signal is a consistent message usually providing direction or containing important information, while a hill is higher ground but still manageable to reach, and it's usually a better place to see clearly from."

Signal Hill was the location of the first transatlantic wireless communication by Guglielmo Marconi in 1901. "It's a good analogy for the message we want to send out," Borkowski said.

Signal Hill's work will involve reaching out to inform, to communicate, and to advise from a position of hope and promise.

Natalie Hudson of Signal Hill said "the name is non-specific and has no direct association with any pro-life-related agenda. It

Mission still to promote culture of life

represents an idea of clarity, poise, singular intent, and mission; while at the same time drawing enquiry, and promoting open dialogue with the population."

Terry Williams, chairman of the board, said during the introductory speech that "the main mission of Signal Hill has not changed: we hope to change a culture of death to a culture of life."

The organization hopes that the re-branding will open doors that have formerly been closed. It hopes to eliminate the barriers that arise from preconceived misconceptions so that the message of life can be heard and understood across all levels of society.

Borkowski said their objective is to work with every group and every pro life person to actually get the message to the people who need it the most.

"It's the great undecided that we are trying to change," he said. "They are the friends of strangers who don't quite know where they sit on these issues. After all these years it may sound strange that people haven't made up their minds, and depending on who they are talking with, can sound either sort of pro life or sort of pro-choice."

Signal Hill believes that with a language that is reasonable and "hip," intelligent, and compassionate, they can win the space and help teach others how to get there.

Signal Hill's ultimate mission is to educate people about life options.

Many people believe that Pro Life BC is a religious organization and it has been stigmatized that way in the past. In fact Pro Life BC has never been a religious organization; it's not in their constitution.

"As a provincial group our responsibility and objective must be to draw people of all faiths and of no faith into this discussion," said Borkowski. "We are not trying to avoid religion. We are just trying to make sure that the brand and the message stand up without religion."

Douma said Signal Hill envisions a society which views abortion as the most undesirable of all options which would rarely if ever be chosen.

"Our mission is to educate the people of British Columbia about the sanctity and value of every human life from conception until natural death," said board member Terry O'Neill. "Signal Hill is a high position from where we signal the truth, and I think in the long run that will be more effective.

The organization's new web site is www.thesignalhill.com.