I know there is a drive to legitimize the word “abortion.’ We need to destigmatize the term for sure, Women who have had one need to be accepted, embraced, and in some circumstances applauded. I don’t disagree with this effort.
But the term calls to mind many, many unwanted things — an unwanted babies, an unwanted sights, unwanted medical situations, unwanted memories. There is no way it can do anything different.
For political purposes the phrase needs to be “It’s reproductive freedom, Stupid.” Which associates so much more positively. Freedom is something we all want and reproduction is none of the government’s business. We all want what we want, None of us want the government involved in our reproductive decisions.
Branding is important.