This is the biggest problem that those who are so desperate to “rebrand ‘pro-life’” face right now: This is a movement that’s largely defined by the zealots in its ranks. You’re not going to be able to exert control over a nation of anti-abortion radicals with a Central Committee to Temper Our Excesses and Lessen the Completely Foreseeable Consequences of Our Actions. Wherever those fanatics hold a little bit of untrammeled power, they’re doing headline-grabbing things to get attention and advertise exactly what they want the post-Roe landscape to look like.
Take, for example, the extremists who’ve brought so-called “abortion trafficking” laws to several counties in Texas. As TNR’s Melissa Gira Grant recently reported, political leaders in these jurisdictions have breathed new life into laws over a century old, in the service of incentivizing vigilantes to patrol Texas highways, looking for women who might be seeking to leave the state to receive abortions, in order to detain them for cash rewards. Or take the “pro-lifers” in Oregon who, far from getting their cues from Washington elites urging circumspection for the sake of winning elections, are plowing ahead to the next frontier and looking to ban contraceptives next—just as one could have predicted (and did).
Josh Hawley, Kevin Cramer, and the rest of the people trying to slap a new name on “pro-life” are simply not going to cow this movement into submission with a PowerPoint presentation on the value of adopting a more palatable brand identity—not after they’ve already spent a wild-eyed half-century howling for an unpopular set of draconian policies to be imposed on the country. And so the Republican Party will continue to be defined by its militants, not its marketers. Yes, this could contribute greatly to future Democratic wins at the polls, as an agitated public sends more protectors of abortion rights to office. But this should give us pause nonetheless—because wherever the pro-life dead-enders can hold on to even a little bit of political power, they will continue to advance their tyrannical vision, inch by inch, and in their wake damage the lives of a yet-to-be-counted number of ordinary Americans—leaving a trail of ruin that no rebranding can redeem.