Will Abortion Galvanize Moderate White Women?

“‘We hold that Roe and Casey must be overruled,’ Justice Alito writes in an initial majority draft circulated inside the court.”

POLITICO

Like many of you, we’ve been pouring over the draft majority opinion to strike down Roe v. Wade POLITICO released this week. We all know what’s at stake. Access to a safe abortion will immediately plummet. Over twenty states already have bans in place that would take effect if Roe is overturned and more are poised to follow. Marginalized communities, especially women of color, have already been living in a world where abortion care is limited, unsafe, or impossible to access. Our rights, our choices, our bodies are under attack.

So how are moderate women making sense of this news? We know the answer to that question because we’ve been researching and message testing with this audience since the Texas ban passed. They need help making sense of what this means to increase support for reproductive freedom, opposition to abortion bans, and to align their vote with their values. 

This is a galvanizing moment that we anticipated and prepared for. We know that millions of moderate women have complicated feelings about abortion. And while they generally support it, they are faced with more tangible, pressing issues like filling the gas tank and putting food on the table. We know we need to enhance their support at this critical moment in history. And we know how to do it.

We have already done the modeling to identify who we can move on this issue and developed multiple messages proven to move them (+19pp). We’ve learned that this audience needs a softer message, one that addresses the complexity of their feelings and taps into their compassion, positioning them as a supportive friend or relative. We’ve turned our top performers into ads like this one that are ready to deploy today. 

With access to abortion on the line, we need your support. Help us get this ad and more like it in front of the moderate women who need this type of messaging to understand what’s at stake and how they can play a role in supporting other women. 

Our friends at Planned Parenthood, NARAL, and many others are mobilizing the base. We’re doing what we do best: filling a critical gap in the movement by moving the moderate middle to grow support for Roe and mobilizing them to defend reproductive choice.