Bpas, Britain's biggest abortion provider, has launched its first-ever nationwide pro-choice campaign in direct response to ministers calling for lower termination limits and an "upsurge" of protesters outside clinics.
The posters ask: "what do you call a woman who's had an abortion?", and answers: "mother, daughter, sister, friend".
It encourages people to discuss the adverts under the hashtag #Nomorenames.
Writing in a blog for The Huffington Post UK Bpas' head of external affairs Clare Murphy explains one in three women "of all ages and all circumstances" will have an abortion in their lifetime.
They are not a particular 'type' of woman, they are everywoman - Contraception fails, and sometimes we fail to use it properly.
Amid incessant talk of infertility, many women - both young and middle-aged - underestimate how easy it is to get pregnant. Bpas sees women with unplanned pregnancies not long after giving birth, having been told that breastfeeding provides effective contraceptive protection.
We also see women whose lives have been turned upside down when a problem is found with a much wanted pregnancy, or when personal circumstances change so much that a planned pregnancy can no longer be carried to term.
The campaign comes after health secretary Jeremy Hunt backed restricting abortion time limits in the UK by half, from 24 to 12 weeks.
Following Hunt's comments, Home Secretary Theresa May said she believed there was scope to reduce the limit on when a termination can take place, to 20 weeks into a pregnancy.
David Cameron and equalities minister Maria Miller have also outlined their support for lowering the abortion time limit.
The Bpas campaign has drawn criticism from pro-life campaigners, who say the provider is "cynically exploiting the hype" to gain new clients.
Anthony Ozimic, communications manager of the Society for the Protection of Unborn Children, was quoted by the Daily Telegraph as saying: "Bpas knows very well that there is no realistic prospect of new abortion limits getting past parliament's large pro-abortion majority.
"Instead of pursuing the red herring of time-limits, ministers should instead cut off the tens of millions of pounds the government hands to Bpas in NHS contracts."
Ann Furedi, Bpas chief executive, said: "Unwanted pregnancy affects women of all ages, in all sorts of circumstances.
"There are many reasons why a woman may find herself with an unintended pregnancy, from contraceptive failure to misconceptions about her own fertility, and many sad cases where a much wanted pregnancy can no longer be carried to term.
"Women need to be able to make these decisions without banners being waved in their faces, or being made to feel that they are thoughtless, immoral or selfish.
"Politicians should understand that women themselves are the ones who are best placed to make the choice that is right for them and their families. Mothers, daughters, sisters and friends - the women in all our lives deserve nothing less."
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