Via the Federalist, where on earth did this come from? It’s like McDonald’s running an “Are you sure you want that burger?” ad campaign — or, more accurately, a “My life has been so enriched by not having that McDonald’s burger” campaign. I’m tempted to accuse PP of desperately pandering to pro-lifers in hopes of dissuading the new Republican federal government from defunding it, but the timeline makes that argument complicated. Jeryl Bier pointed out on Twitter that there are actually two versions of the ad. The first clip below, which runs 30 seconds, was posted a week ago — but the second, which runs for 90, was actually posted last June, when Obama’s presidency still had more than half a year to go and Hillary Clinton looked like a strong favorite to succeed him. What were they doing back then touting their success in discouraging a woman from having an abortion? Was this ad maybe aimed at red states whose legislatures were trying to restrict PP?

Bill McMorris suggests a subtitle — “See, We Let One Live.” With good reason:

Every year, Planned Parenthood physicians carry out well over 320,000 abortions, compared to just over 17,000 total reported prenatal care services—a number that has fallen over 44 percent since 2010.

Meanwhile, the abortion giant referred just over 2,000 of its patients to adoption agencies in 2014-15, the last year such statistics are available.

Meanwhile, it’s estimated that 9 out of 10 pregnant women who enter a Planned Parenthood ends her child’s life through abortion.

Walk into a Planned Parenthood pregnant and odds are very good that you’ll be walking out pregnant no longer. A few counter-anecdotes from Live Action News, which did notice PP’s “Grateful Mom” ad when it debuted last summer:

College freshman Addison visited a Planned Parenthood near the University of Houston in 2011 and had a very different experience than Adeline. Addison’s parents suggested she go there to confirm her pregnancy and for prenatal care, not aware of the true nature of their business. They thought Planned Parenthood could help their uninsured daughter and offer her the full range of care. (One could only imagine that others who watch Planned Parenthood’s brief video of Adeline would be duped into thinking the same thing.) Although abortion was never a consideration for Addison and her family, the procedure was suggested to her repeatedly. She left unaided by Planned Parenthood since she did not wish to have an abortion and ended up suffering a miscarriage. She and her fiancé now have a 6-month old, but Addison still wonders if she would have been able to sustain that previous pregnancy had she gotten prenatal care.

Live Action News’ Susan Michelle interviewed former Planned Parenthood worker, Brooke, who stated that if a patient took a positive pregnancy test, she would spend 15 only minutes with her about her “options.” Any more time could cause trouble. In what Brooke says “was totally a numbers game,” she would receive incentives if she met her goal.

I don’t want to beat on them too much, though. If this ad reflects a policy move by PP to encourage its patients to think hard about choosing life before choosing abortion, that’s all to the good and they’re to be commended. If so, though, they should make that policy shift clear. A lot of abortion warriors seethe at the “paternalism” they perceive in measures aimed at forcing pregnant women to reconsider before aborting; laws requiring mandatory ultrasounds before the procedure can be carried out are one favorite target. It’s hard to believe they’d look fondly at PP announcing that it’ll now encourage its doctors to tell glum and apprehensive patients, “You seem emotional. How ’bout you go home and have a think?” Here’s hoping we find out.