Press Release

Option Line Launches Upgraded, Interactive Site Connecting Women to Life-Affirming Help

September 01, 2010

Joint venture partners Care Net and Heartbeat International announced the release of an upgraded, interactive Option Line® website featuring clean, simplified navigation and new chat technology.  One of the most strategic partnerships in the pro-life movement, Option Line is the only national, multi-channel contact center providing women facing an unplanned pregnancy with information about abortion risks and alternatives. 

Since 2003, the Option Line contact center has experienced incredible growth; in 2009, it received its one millionth contact from emails, calls, instant messenger and text messages, garnering more than 250,000 of those contacts that year alone.

Advertised on billboards, bus shelters, Internet, TV and radio ads, Option Line is equipped with 37 trained consultants who are available 24-7 to connect individuals with the compassionate support and practical help of a local pregnancy center.

The upgraded Option Line website features:

• Clear and simple navigation linking individuals more quickly with the help and information they need.
• A new chat feature, where web visitors are prompted to speak to a live Option Line consultant for help.
• Straight-forward messaging for key audiences: women thinking they might be pregnant, women seeking information about the morning-after pill, and women considering an abortion.  All information is extensively referenced.   
• Specific guidance for boyfriends, friends, and family members of a woman facing an unplanned pregnancy.

“When a young woman suspects she might be pregnant, she often goes online for help,” said Care Net President Melinda Delahoyde. “We’ve designed our new Option Line website so that it’s one of the first places she visits. By putting her in touch with a local pregnancy center, Option Line is connecting her to life-saving support for her and her unborn child.”

“Option Line’s new chat technology provides women a safe and comfortable way to share their fears and get connected to local help “said Heartbeat International President Peggy Hartshorn, Ph.D. “Three out of four women who contact the Option Line believe abortion may be their only option, but instead they receive information about positive alternatives and caring help in their local community.”