(WASHINGTONPOST) — 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 clinic, opening this week in tony Friendship Heights, specializes in the abortion pill and will be unique for its advertising. Its unabashed approach also reflects a new push to destigmatize 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 now seeking to normalize abortion, to put a human face — and in some cases, even a positive spin — on the procedure.
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