A new abortion ‘spa’ in Washington, D.C., launched an ad campaign Tuesday aimed at removing the stigma of abortion.
A 30-second video spot from the clinic, Carafem, features three stuffy and timid white women drinking tea and avoiding the term abortion while talking about a friend who clearly had one. They’re interrupted by a young, hip woman of color with a cell phone and pink heels who brazenly throws out the term abortion.
The ad ends with the campaign catchphrase: “Abortion. Yeah, we do that.”
Ads featuring the phrase are also running in the D.C. metro.
“Carafem is leading with the word ‘abortion’ because Carafem seeks to reclaim the word, remove the stigma, and reposition it as the common experience it is for many women,” a spokesperson for the clinic told The Daily Caller News Foundation, citing a statistic that 1 in 3 women will have an abortion in their reproductive lifetime.
Clients are welcomed with hot tea and comfy robes in the clinic, which features wood floors, plush upholstery and natural wood tones, so it resembles a high-end salon or spa. (RELATED: Abortion ‘Spa’ To Open In DC)
For $400, women will receive counseling and basic tests, then take an initial pill, before returning home with a second set of pills to induce the abortion the next day. The goal is to have them in and out in an hour. Like a typical salon or spa, women can schedule weekend and evening appointments online, or by calling a 24 hour hotline.
“It’s fresh, it’s modern, it’s clean, it’s caring,” Carafem president Christopher Purdy recently told the Washington Post. “That’s the brand we’re trying to create.”
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