How 6 Ad Women Would Rebrand Pro-Choice

Updating a label that's not resonating with younger women

Where a politician stands on women's issues may be a tentpole of election season but, according to The New York Times, an enduring label of modern politics—pro-choice—has lost favor. Why? Because the term doesn't accurately reflect the range of women's health and economic issues that are debated these days. As Janet Colm, president of the Planned Parenthood Action Fund of Central North Carolina, told the Times, "The labels we've always used about pro-choice and pro-life—they're outdated and they don't mean anything." So, given that reality, Adweek put the question to a cross-section of women in the agency world: How would you rebrand pro-choice?