About Choose Life
At eighteen, Nelly Roach walked
into a Planned Parenthood.
She was scared. She felt hopeless. She was determined to get an abortion. But something inside her told her to walk out. She did. And she never looked back.
That decision changed everything. Today, Nelly is a mother of three, including the son she almost lost that day. And the fire that led her to choose life has never left. It’s what drives her to reach other women standing at the same crossroads she once did.
In 2016, Nelly launched Choose Life Marketing—a team of passionate, talented marketers who believed what she believed: that if we can reach her first—with truth, with hope, with real help, we can change her story too.
Choose Life Marketing quickly grew into a trusted ally and agency for pregnancy centers and pro-life organizations across the country, helping them strengthen their brand, grow donor support, and reach abortion-minded women online,
before it’s too late.
But the mission didn’t stop there.
2020 – Choose Life Express
As the demand grew, Nelly recognized that many centers needed professional content they could use right away, So Choose Life launched Express—a monthly subscription service delivering pre-designed videos, graphics, and emails that save teams time while keeping outreach strong and consistent. For small teams with big missions, Choose Life Express became a lifeline.
2022 – Choose Life Coalitions
The pro-life movement had passion but often lacked unity, Advocates were working hard but working alone. Nelly knew that real change would require collective strength. Enter the Choose Life Coalition-a nonprofit branch that brings together pregnancy centers, churches, and grassroots leaders to amplify the message of life through shared campaigns, training, and support. Together, we’re louder, stronger, and more effective.
2023 – Cogency Strategic
When abortion activists took the fight to the ballot box, the pro-life movement needed more than the same old tactics, it needed a bold, smarter, and strategic response. That’s why Cogency Strategic was born.
This full-service campaign agency leverages data-driven digital strategy with compelling messages to mobilize voters, shift public opinion, and win critical legislative battles-including defeating Amendment 4 in Florida and helping pass Amendment 1 in West Virginia.
Cogency is unapologetically pro-life and built for high-stakes campaigns because in today’s public square, the truth needs a louder, sharper voice to outmaneuver the opposition.
One Mission. Four Branches.
All for Life.
From one woman’s turning point to a growing network of brands serving the entire pro-life landscape, Choose Life exists to reach women, empower advocates, and defend the preborn at every level.
We’re not just here to market.
We’re here to fight.
To connect.
To unify.
To save lives.
Because one woman changed her
mind, and it changed everything.