Personhood USA, the group behind ballot initiatives that aim to define life as beginning at the moment of conception, has unveiled a new video, comparing its efforts to ban abortion to the civil rights movement.

Fresh off theĀ sound defeat of Mississippi’s ā€œfetal personhoodā€ amendment, Personhood supporters remain undeterred. But their attempts to grant legal status to human embryos have been controversial, with even ardent anti-abortion activists opposing personhood initiatives.

According to a voiceover in Personhood USA’s new video, personhood is ā€œthe recognition that all human life is precious, that every person has the right to life, from their earliest biological creation to natural death.ā€

Though it may sound simply like another attempt to ban abortion, personhood initiatives would ban much more, including some forms of birth control, intra-uterine devices and, potentially, in-vitro fertilization procedures.

Like many groups in the anti-abortion community, personhood often makes allusions to slavery and civil rights. The group’s new video shows footage of Martin Luther King Jr. while declaring personhood to be ā€œthe new civil rights movement of the 21st century.ā€

In a recent interview with The Florida Independent, Personhood Florida’s Bryan Longworth made a similar comparison, opining that, just like William Wilberforce, he and other Personhood supporters would remain steadfast in their quest to see an amendment on the state’s 2014 ballot.

ā€œWe’re not deterred by [defeat in Mississippi.] We’re following the William Wilberforce pattern,ā€ said Longworth. ā€œHe didn’t win the first time, didn’t win the second time, the third time … but he kept trying.ā€

Watch the newly released video from Personhood USA:

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