by Steven Ertelt | LifeNews.com | 4/24/15 3:34 PM

On April 21^st, Carafem, a new abortion facility in Washington D.C., launched an ad campaign that attempts to destigmatize abortion. Their 30-second video ad features three women who are trying to avoid using the word “abortion” when another woman interrupts their conversation and boldly says, “wait a minute, you guys are talking about abortion.” The video ends with Carafem’s motto, “Abortion. Yeah, we do that.

As LifeNews previously reported, the facility, CaraFem, is opening this month and will offer hot tea and comfy robes. The “clinic” will also feature wood floors, plush upholstery and resemble a high-end salon or spa.

CaraFem president, Christopher Purdy, said, “We don’t want to talk in hushed tones. We use the A-word.” He added, “It’s fresh, it’s modern, it’s clean, it’s caring. That’s the brand we’re trying to create.” Planned Parenthood, of course, praised the new approach. Eric Ferrero, a spokesman for the abortion giant, said, “We still do a lot of work with people who are less supportive of abortion, and one way we need to communicate is in a more empathetic framework that kind of says, ‘Look, these are really complicated personal issues.”

However, pro-life groups believe the “fresh” approach will fail.

The president of the pro-life Susan B. Anthony List, Marjorie Dannenfelser, said “Even people who support abortion rights don’t necessarily see it as something to celebrate. They want to think about [abortion] as a necessary evil.” National Right to Life president, Carol Tobias, added, “Abortion is not pleasant and trying to put pretty wrappings around the procedure isn’t going to make any difference.”

Lanae Erickson Hatalsky, the director of a group called Third Way, acknowledged that most people still don’t see abortion in a positive light. She said, “Most people in this country do not think abortion is a good thing on its face, even if they deeply believe it should be legal.” Nevertheless, Hatalsky still believes the group’s efforts to destigmitize abortion will attract young passionate activists who will help change public opinion.

I don’t know about you but I think it’s going to take a lot more than pretty floors and furniture to change public opinion on abortion. First of all, whether an abortion takes place at a run-down Gosnell-like facility or at a “high-end salon,” abortion always, 100% of the time, kills an unborn child and hurts the family involved.

Secondly, after abortion over 65% of women suffer from Post-Traumatic Stress Disorder and post abortive women are six-times more likely to commit suicide than women who have given birth. Also, many women describe their abortion experience as ‘a nightmare,’ with 60% reporting that it felt like ’Part of me died.’

So to put it mildly, better branding, “abortion spas,” and all the positive talk in the world will never change the horror of abortion or the devastation it brings.