ABSTRACT
Drawing on the results of a larger mixed-method study, this chapter argues the advocacy strategies of the Canadian anti-abortion movement (which include organisational tactics as well as representational and rhetorical techniques) differ quite substantially from the “traditional portrait” of anti-abortion activism. We begin by offering a brief overview of the dominant identity of the anti-abortion movement in Canada and the “brand liability” this has become for anti-abortion activists. The second section outlines a few examples of the main ways that the Canadian anti-abortion movement has sought to rebrand in response. We then offer a more detailed case study of RightNow – one the most recent and vocal anti-abortion organisations in Canada.
