Picture this: A 20-year-old junior in college finds out she’s pregnant after taking a test in her dorm room. She isn’t married or ready for a baby yet. She feels afraid, unsure of what to do or where to go for help. What does she do? She takes out her smartphone and searches via Google: “I just found out I’m pregnant.” What pops up? Planned Parenthood clinics, articles about abortion, and further down the list, something akin to a pro-life message — maybe.

But because of the On-demand Alternatives to Abortion System, a tool which counters Planned Parenthood’s advertising efforts, an ad now pops up for the nearest pro-life clinic. This meets women right where they’re at, at the moment where they’re desperately seeking information, trying to make a decision, using the internet the way this generation often does.