Disgusting: New Spa-Like Abortion Clinic Is Part of a Trend to De-Stigmatize the Procedure

With its natural wood floors and plush upholstery, Carafem aims to feel more like a spa than a medical clinic. But the slick ads set to go up in Metro stations across the Washington region leave nothing to doubt: “Abortion. Yeah, we do that.”

The Maryland clinic, opening this week in Montgomery County’s tony Friendship Heights area, specializes in the abortion pill. The advertising reflects its unabashed approach — and a new push to de-stigmatize the nation’s most controversial medical procedure by talking about it openly and unapologetically.

Plagued by political setbacks in recent years, abortion rights activists are seeking to normalize abortion, to put a human face on the women getting the procedure and, in some cases, even putting a positive spin on it.

In Los Angeles County, groups recently sent women door-to-door in conservative neighborhoods to talk about their abortion experiences in the hope of changing minds. A number of Democratic lawmakers have publicly acknowledged having undergone the procedure. And new online projects solicit personal testimonials, including from women who have no regrets about terminating their pregnancies.

At Carafem, staff members plan to greet clients with warm teas, comfortable robes and a matter-of-fact attitude. (Read more from “New Spa-Like Abortion Clinic Is Part of a Trend to De-Stigmatize the Procedure” HERE)

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