It's a Baby national television ad campaign video

Produced by Cooke Media Group for Focus on the Family, the award-winning “It’s a Baby” nationally broadcast TV commercial brings value to the pre-born life with its message. 

Los Angeles, CA (December 14, 2023) – The “It’s a Baby” ad campaign video was awarded the Television Messaging Campaign of the Year in the 2024 National Religious Broadcasters (NRB) Media Awards. The award recognizes creativity, innovation and excellence in production quality as the winning campaign stands for free speech and/or against threats to free speech or religion. Produced by Cooke Media Group for Focus on the Family’s It’s a Baby ad campaign, the 60-second video counteracts the devaluation of life with its message that identifies the pre-born child as a baby and not a fetus.

Cooke Media Group boasts an award-winning team of experts in film and television production as well as branding and messaging strategies. “Our goal is to bring great creativity to the table in service of a powerful cause,” explained Phil Cooke, producer of the nationally broadcast TV commercial and co-founder of Cooke Media Group. “This bold campaign by Focus on the Family really hit that target. I was very proud of our entire team who brought excellence to the production.”

The pro-life ad campaign launched nationwide on June 14, 2023, coinciding with the one-year anniversary of the U.S. Supreme Court’s decision in Dobbs v Jackson Women’s Health Organization. “Tragically, the culture has gotten too comfortable using antiseptic scientific terms to dehumanize a child in the womb,” stated Focus on the Family’s president, Jim Daly. “We wanted to challenge that by plainly and simply showing – in situations we’re all familiar with – that it’s a baby.”

The award will be presented at the 2024 NRB International Christian Media Convention, February 20-23, 2024 in Nashville, Tenn. “It’s a Baby” can be viewed at For interview requests with Phil Cooke,  producer, contact or visit



About Cooke Media Group
Founded by Phil Cooke with Kathleen Cooke in 1991, the award-winning team of experts at Cooke Media Group has produced many of the most influential Christian TV programs in history with a client list that includes Walt Disney, Dreamworks, YouVersion, The Museum of the Bible and The Salvation Army. Cooke Media Group specializes in telling stories that inspire faith, confront social issues and stir people’s hearts to action. For more information, visit