Pro-Life: Sell it Like Civil Rights … or Pepsi

I was looking at the signage from this weekend’s pro life demonstrations, particularly in D.C., and noticed some possible trends. For one, the messaging reflected a more legislative and legalistic focus. Sure, that may have been mostly due to the anniversary of Roe vs. Wade. Still, seeing fewer fetuses, and self-righteous and rageful statements, made me wonder if there might actually be a more rational tone strategically settling in to the movement.

I was wondering about a tonal shift as much because of a second aspect. Call it a Trojan Horse strategy, what I noticed, also, was pro-life protesters framing their message by way of either progressive, or more popular culural symbols and references.

Most noticeable was the civil rights/equal rights twist, the protesters likening themselves to abolitionists. (I can’t report whether “We Shall Overcome” was also sung.) It’s so out there as an analogy, it almost defies rejection in the same way anti-government flat earth types successfully came to claim the identity of the Tea Partiers.

And then, there’s the symbol so prominently identified with globalization rallies, and economic justice, and most recently, Occupy. Really, now Guy Fawkes wishes to govern women’s bodies?  “We are the Pro-Life Generation” is also very catchy (with the prarie rebellion/wild west quality of that font). It’s like Mad Ave advising to drop the shock strategy and sell it like Pepsi.

Finally, I’m not sure whether or not this poster is new on the scene but, in borrowing from the LIFE logo, it’s just one more traditional, cultural allusion to hang the coathanger on.

(photo 1 & 2: J. Scott Applewhite/AP caption: Anti-abortion activists march past the U.S. Supreme Court in Washington, Friday, Jan. 25, 2013, as they observe the 40th anniversary of the Roe v. Wade decision. Thousands of anti-abortion demonstrators marched through Washington to the steps of the U.S. Supreme Court to protest the landmark decision that legalized abortion. photo 3: Manuel Balce Ceneta/AP photo 4: Robert Craig/The News Journal. caption: Those protesting against abortion end their demonstration at Planned Parenthood in Wilmington this afternoon.