The National Women’s Law Center fights for gender justice—in the courts, in public policy, and in our society.
Abortion Values Messaging Guides
Abortion Values Messaging Guides
Research Demonstrates that Centering Values in Abortion Messaging Makes a Difference
In 2025, Hart Research led a two-phase, national research project on behalf of the National Women’s Law Center, focused on centering values when talking about abortion. The research involved both qualitative and quantitative components, included large sample sizes and significant oversamples of target audiences and target states, and focused on state lawmakers as messengers. The research demonstrates that values-based abortion messaging increases the public’s support of abortion and of the messenger. The research also offers new insights, values, and messaging guideposts for state lawmakers and advocates.
Abortion Values Messaging Guide
In the face of stigmatizing narratives and attacks, it is essential to affirm our positive vision and values about abortion. We need to let people know what we are for, rather than simply what we are against, in order to make progress. We can do this by rooting our message on abortion in positive, shared values. State lawmakers and advocates can use values-based messaging on abortion to connect with their constituents, shift the narrative, and strengthen support for abortion access in their communities.
VALUES PRIMER
Values shape how people view abortion. With abortion access in crisis, people want their leaders to reflect their own values when they speak and take action on abortion. When they do, it not only allows lawmakers and advocates to connect with their constituents, but also to shift the narrative, and strengthen support for abortion access in their communities.
