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Now, on the Virginia legislation, abortion rights advocates are seeing similar success with messaging that shifts the debate away from concepts of choice and more towards privacy and intrusion.

“[Using the term] Choice has always been a terrible idea: The concept of choice is one from consumer products, from shopping,” says the University of California’s George Lakoff. “Whereas the concept of life is morality. You can’t fight morality with shopping. … to be fighting morality with morality, you need to be focused on a woman’s right to her own physical integrity.”