Plagued by political setbacks in recent years, abortion-rights activists are now seeking to normalize abortion, to put a human face — and in some cases, even a positive spin — on the procedure.

In Los Angeles County, groups recently sent women door-to-door in conservative neighborhoods to talk about their abortion experiences in the hopes of changing minds. A series of Democratic lawmakers have publicly acknowledged to having undergone the procedure. And new online projects solicit personal testimonials, including from women who have no regrets about terminating their pregnancies.

At Carafem, staff members plan to greet clients with warm teas, comfortable robes and a matter-of-fact attitude.

“We don’t want to talk in hushed tones,” said Carafem president Christopher Purdy. “We use the A-word.”