Abortion stigma, while observable as a global phenomenon, is constructed locally through various pathways and institutions, and at the intersection of transnational and local discourses. Stigmatisation of abortion has been challenged in varied ways by pro-choice adherents. This article investigates strategies for identifying and opposing stigmatisation of abortion in Ireland and Poland, focusing on campaigns aimed in one context, at repealing a near total prohibition of abortion, and in another, on resisting further restrictions concerning reproductive rights. We examine how mobilisation on sexual and reproductive health (SRH) in both contexts worked to address stigma and discrimination in SRH, drawing on the concept of framing and showing similarities between these two national contexts. Our analysis explains how the logic of inclusion and exclusion works in efforts at destigmatising abortion.