Today’s Wall Street Journal has a front page piece on Planned Parenthood’s efforts to rebrand. It is enough to make your skin crawl.

Some excerpts . . .

Two elegant new health centers have been built, and at least five more are on the way; the largest, in Houston, will be 75,000 square feet. They feature touches such as muted lighting, hardwood floors and airy waiting rooms in colors selected by marketing experts — as well as walls designed to withstand a car’s impact should an antiabortion protest turn violent.

. . .

Planned Parenthood has also opened more than two dozen quick-service “express centers,” many in suburban shopping malls. Some sell jewelry, candles, books and T-shirts, along with contraception. “It is indeed a new look…a new branding, if you will,” said Leslie Durgin, a senior vice president at Planned Parenthood of the Rocky Mountains.

. . .

. . . Planned Parenthood, the nation’s largest abortion provider, reported a record $1 billion in annual revenue in its most recent financial report — about a third of that coming from federal and state grants to care for low-income women. The nonprofit ended the year with a surplus of $115 million, or about 11% of its revenue, and net assets of $952 million.

. . .

“It is high time we follow the population,” said Sarah Stoesz, who heads Planned Parenthood operations in three Midwest states. She recently opened three express centers in wealthy Minnesota suburbs, “in shopping centers and malls, places where women are already doing their grocery shopping, picking up their Starbucks, living their daily lives,” Ms. Stoesz said.

The mall sites promise walk-in convenience and “clothes-on” care, with services limited to birth-control counseling and tests for pregnancy or sexually transmitted infections. Most patients are in and out in less than half an hour.

“I like to think of it as the LensCrafters of family planning,” Steve Trombley, the top executive in Illinois, said as he toured an express center a few doors down from a hair salon and a Japanese restaurant in the well-to-do suburb of Schaumburg, Ill.

. . .

In Oregon, clinics are updating to a “contemporary, fun and lively look” with a new color palette that includes pink, orange and teal, said Mr. Greenberg, the regional executive. In Texas, a dingy downtown Austin clinic got a $40,000 upgrade that struck patient Hannah Powell, a 21-year-old college student, as long overdue. “It wasn’t necessarily that you hesitated to go there, but you could definitely tell they needed help,” she said. “Now it looks a lot cleaner and safer.”

In Massachusetts, Dianne Luby, the affiliate’s president, also talks up a new “green” clinic, to be built with recycled and eco-friendly material.

. . .

Most people associate Planned Parenthood with abortion, Ms. Luby said, so “we’re trying to reposition ourselves as caring about their health, about prevention, about a sustainable planet.” Or, as she later put it: “So much more mainstream.”

Mainstream? Exactly the point. So, now we are going to get abortion mills with a “contemporary, fun, lively, look.” Remember when Bill Clinton used to talk about wanting abortion to be safe, legal, and rare. Does this look like a business plan meant to reduce abortions?

Your tax dollars at work.

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