Senator Josh Hawley and his wife, Erin, have launched the Love Life Initiative, a new nonprofit that they say will promote a pro-life, pro-family culture through national advertising and support for anti-abortion ballot efforts, according to The Daily Wire and the group’s website.
Senator Josh Hawley (R-Mo.) and his wife, Erin Hawley, have launched the Love Life Initiative, a new nonprofit focused on promoting an anti-abortion and pro-family message, according to The Daily Signal and Axios.
The initiative, announced in mid-December ahead of the 2026 midterm cycle, will focus on national advertising campaigns encouraging Americans to raise families and support legal protections for unborn children. Its website describes plans to run "far-reaching advertising campaigns that promote the sanctity of life, advance referendums that protect life, and identify and defeat harmful proposals in statehouses across the nation," language also reported by Axios and MS NOW.
"We believe there needs to be a strong voice advocating for life and making it easier to start a family," Hawley said in a statement to The Daily Signal. "That is fundamental to who we are as Americans and the future of our country. And it is how we will be judged as a society. This is a generational project, not just about the next election cycle."
The group’s website frames its mission in the context of the post-Roe v. Wade landscape. It argues that Democrats and abortion-rights organizations have significantly outspent anti-abortion groups since the Supreme Court’s 2022 Dobbs decision, and says that "for years, Democrats have drowned out the pro-life narrative and overwhelmed the pro-life agenda. They’ve raised and spent hundreds of millions on infrastructure, advocacy, and advertising—and it’s taken a toll." The site says the new organization aims to respond with a nationwide campaign to "restore love for every life across the nation."
The Love Life Initiative highlights spending disparities in recent abortion-related campaigns. Its materials cite Ohio’s 2023 abortion rights referendum as an example in which supporters of the measure substantially outspent opponents, with the group characterizing the gap as tens of millions of dollars; MS NOW notes that national abortion-rights organizations and allied groups invested heavily in that effort. Public polling by major outlets, including Gallup, has shown that a substantial share of Americans favor abortion rights in most or many circumstances, and that majorities opposed overturning Roe v. Wade.
Erin Hawley, a constitutional lawyer with the conservative legal group Alliance Defending Freedom, told The Daily Signal that the project will emphasize support for women and families, and noted that the couple has three young children. "Most women have an abortion because of a lack of support. We want to change that. We want to build a culture that is pro-life and pro-family, and we can do that by providing broader support for women in need," she said.
Reporting from Axios and The Daily Beast indicates that some advisers close to former President Donald Trump are wary of the timing and political impact of the project. They fear a renewed focus on abortion rights could harm Republican candidates in upcoming elections, echoing GOP concerns after abortion-rights measures passed in several states following the Dobbs decision.
Polling reviewed by The Daily Signal and other outlets suggests that many Americans say family formation is important and support at least some limits on abortion, even as they often describe themselves as pro-choice in surveys from organizations such as Gallup. Separately, The Daily Signal has reported on efforts by anti-abortion advocates and some Republican lawmakers, including Hawley, to pressure the Food and Drug Administration over Biden-era rules that allow abortion drugs to be dispensed via telehealth and mailed to patients.
"The Love Life Initiative will remind Americans that life is sacred, life is good, and life is worth protecting," the group’s website states, echoing the central message of its planned ad campaigns.
