Rebrand Narrative

NM RCRC is excited to announce that we have officially completed our disaffiliation from the national Religious Coalition for Reproductive Choice (RCRC). When the national RCRC decided to split from their state affiliates in 2022, it gave us an opportunity to take a step back and consider our organization, the mission, vision, and how it can best meet this moment of crisis. In April 2023, we embarked on a rebranding process and launched a year later on April 10th, 2024.

The Process

The rebranding strategy included evaluating the organization’s name and ties to the national affiliate, brand, and messaging. NMRCRC engaged in research, held regular meetings with staff, worked to reorganize and update the organization’s website, hosted two focus group interviews with stakeholders to inform our process, and distributed a survey to stakeholders, including staff, board members, donors, funders, and partners. 

What We Heard

In the interviews and meetings, staff and stakeholders shared their vision of a world in which NMRCRC’s work to support access to abortion is no longer needed; a world in which reproductive rights and abortion access are a given rather than something to fight for. The rebranding process centered on this vision of hope. 

  • What are our values rooted in? 

    • Service

    • Compassion

    • Values

    • Faith in action

    • Respite and care - pre and post abortion

    • Spiritual and practical support

    • Judgment free space for healing, especially for those seeking care who have been wounded by religion.

    • Working to do better for community, including our staff and partners

We heard from staff and stakeholders that NMRCRC’s work is rooted in faith and healing from religious trauma, rather than in any one specific religion.

Stakeholders recognize that the color purple in NM RCRC’s current brand is ingrained in the identity of the organization. Purple was incorporated to enshrine that level of recognition - important for any organization - and chose a complementary color that conveys a sense of calm. The new logos leverage that ingrained identity by featuring the colors and plant lavender. The lavender plant is used, along with sage, in our recovery spaces for healing and comfort.  

Lastly, stakeholders and the staff shared their deep commitment and ties to New Mexico. New Mexicans are often spiritual and religious, tied to our land, and community-minded.  

Results

As a reflection of this process, NM RCRC is adopting the following new logos and organization name Faith Roots Reproductive Action and abortion fund name Faith Roots Abortion Fund.

The names Faith Roots Reproductive Action and Faith Roots Abortion Fund reflect the organization’s core commitment to providing abortion access and care as faith in action. 

New Vision Statement

We envision a New Mexico where we recognize, affirm, and honor every person’s power to fiercely defend their bodily autonomy and access to reproductive healthcare including abortion.

New Mission Statement

Faith Roots Reproductive Action advocates for bodily autonomy by shifting religious and spiritual narratives and engaging in collaborative partnerships. We demand access to the full spectrum of reproductive healthcare, including abortion, for all persons.