JEFFERSON CITY — Vitae Foundation announced the upcoming retirement of its founder, Carl Landwehr, at the end of 2025. A visionary whose passion reshaped the cultural landscape of pro-life communication, Landwehr leaves behind an extraordinary legacy rooted in research, compassion, and unwavering dedication to protecting human life.

Landwehr, a trained sociologist, founded Vitae Foundation in 1995 with an entrepreneurial spirit and a bold idea: apply cutting-edge consumer psychology to understand how women make decisions about abortion and reshape messaging accordingly. His vision led to the development of the Pro-Woman Approach — a paradigm shift that transformed messaging strategies in the Pro-Life Movement and helped millions encounter life-affirming, compassionate communication.

Under Landwehr’s leadership, Vitae Foundation’s research-based messaging reached millions through powerful media campaigns and strategic partnerships, enabling the organization to outgrow its Missouri roots and emerge as a national and international force.

When Vitae Foundation launched a campaign in Colorado in 1997, it contributed to a remarkable 57% decline in abortions over the following four years. Landwehr’s efforts also equipped pregnancy centers with lifesaving tools and inspired countless organizations and leaders to adopt more effective, compassionate communication strategies. Today, Vitae Foundation’s research continues to influence the global Pro-Life Movement, having been used in 37 countries, including England, Australia, Canada, Mexico, New Zealand, Ireland, and Germany.

“Carl has been a relentless force in this movement,” said Vitae Foundation President and CEO Brandy Meeks. “He saw that we weren’t just in a political battle — we were in a battle for hearts and minds.”

Landwehr’s contributions span media, public policy, and decades of service to organizations defending the dignity of the pre-born. He was awarded the Benemerenti Cross Papal Award by Pope Benedict XVI for his work on behalf of life.

As he prepares for retirement, Landwehr looks forward to finishing several writing projects, including new books that continue his mission to preserve stories, wisdom, and life-affirming values for future generations.