NAF’s New Look

Dear Community, 

I’m excited to share that later this week, NAF will officially launch a newly refreshed brand identity and website, both designed to better reflect who we are today and what we aspire to be in the future. With this new look, we’re aiming to pay homage to our radical roots, with a nod to a NAF vintage logo, while modernizing and embracing the call to be bold on abortion, as we represent providers and patients in our next chapter. 

As part of this new brand, we’re also changing our website and email domains from prochoice.org to nationalabortionfederation.org. The purpose of this change is two-fold: first, we want to lead with abortion. We are proud to be all about abortion, all the time as we support all of you on the frontlines providing care. The move to become more abortion-forward in our public branding and messaging is a small but important step to help our collective efforts to destigmatize and normalize abortion as basic health care.  

Second, this change reflects our commitment to create a community and contribute to a movement that is grounded in our values of diversity, equity, inclusivity, and anti-racism. As our partners in the reproductive justice movement have long advocated, choice assumes equal access and power and does not reflect the complexities and lived experiences under which many people make decisions about their bodies, their lives, and their futures. In practice, we know that structural racism, sexual orientation, gender identity, economic inequality, immigration status, disability, geography, and state violence often shape who can actually exercise choice. As a reproductive health and rights organization, expanding beyond choice allows us to also expand our fight for abortion rights and access to be more inclusive of the various oppressions and injustices that lead to abortion bans and that people experience while accessing care. In short, today’s moment requires us to be more than pro-choice; we must be boldly and unapologetically pro-abortion. As our new tagline says, at NAF, “Abortion is our mission: for providers, access, and care.” 

Don’t worry – NAF still owns prochoice.org. Our website and email addresses will automatically forward to our new domain, and we do not expect any disruption in service. Starting on Monday, you can go directly to our new website or say hello via email at [email protected]. 

As always, thank you for your partnership and the care you provide each day. It is an honor to be in this fight with you.

In solidarity,

Brittany