Every child deserves to be wanted. Women deserve to be persons. Also, there are too many people on earth to continue CO2 at this rate.

Messaging is all about emotion. Call it a "baby" and you get billions of backers. No one is "anti-life" so they chose the best possible gut grabbing message. Also, choicers should be more Pro Freedom. Lots of people everywhere choose freedom over "life." At least, they claim that they do.