Good Luck With Your Pro-Life "Rebranding," Dummies!

It would appear that anti-abortion conservatives are starting to come around to the realization that when the Supreme Court gutted Roe in its 2022 decision in Dobbs v. Jackson Women’s Health Organization, the Republican Party became the protagonist in the classic tale of “The Dog That Caught the Car.” As The Hill contributor B.J. Rudell put it, the pro-life movement had it pretty good for about 50 years, residing “in a self-made and self-contained cocoon, operating with equal parts political savvy and practical ignorance.” As long as its great dispute was a live issue—a political Schrödinger’s box that would remain a potent electoral motivator so long as it stayed closed—the movement could reap the benefits of its unrealized vision.

But once Samuel Alito and his fellow travelers peeled the box open, the world got a good long stare at the dead cat inside. The post-Dobbs landscape has been a regularly scheduled litany of dystopian one-offs—here’s a woman forced to travel 1,400 miles to deliver a skull-less fetus; there’s a woman who nearly died because she could not obtain a medically necessary abortion—peppering the steady, ambient worsening of the world: the obstetrics positions going unfilled, the measurable rise in health inequity, the “ominous health trends” that rose up, spawned in the wake of the Supreme Court’s decision to undo the modern world.

And did I mention that on top of all of this, the Dobbs decision is implicated in the consistent way that Republicans keep getting rinsed at the polls? It’s no wonder that elite conservatives have recently decided that the real problem here is the need to rebrand the term “pro-life,” not the myriad horrors that have been unleashed since the movement that sallied forth under that banner 50 years ago finally got all the things it wanted.

Right now, this “rebranding” effort is at the stage where various Republicans say staggeringly obvious things with the absolute wonder of a wee child. “What intrigued me the most,” said North Dakota Republican Senator Kevin Cramer, “was that ‘pro-choice’ and ‘pro-life’ means something different now; that people see being ‘pro-life’ as being against all abortions … at all levels.” Wow, no shit—that truly is a remarkable state of affairs! His Senate colleague Josh Hawley choked out some similarly incredulous words in a recent interview: “Most voters think [‘pro-life’] means you’re for no exceptions in favor of abortion ever, ever, and ‘pro-choice’ now can mean any number of things,” he said, adding, “So if you’re going to talk about the issue, you need to be specific.”

But as TNR’s Tori Otten pointed out, we can actually be excruciatingly specific about what Republicans want, and it’s pretty much entirely indistinguishable from “no abortion, ever, ever,” and not so much something that a few hasty marketing summits among GOP bigwigs is going to be able to obscure.