Being bumped from the partners list for the Women’s March on Washington was “one of the best things that ever happened in my career,” said Destiny Herndon-De La Rosa, founder of the pro-life feminist organization New Wave Feminists. Blatant hypocrisy on the part of the inclusive movement’s organizers brought these pro-life feminists mainstream notice. Curious attention to their banner—a perceived oxymoron—came just in time for Friday’s March for Life to commemorate Roe v. Wade, the 1973 Supreme Court decision that created abortion rights.

At Friday’s March, Vice President Mike Pence, a devout evangelical, will be the first presidential cabinet member to address the March for Life in person. Unlike most of the thousands expected in D.C. on Friday, New Wave Feminists marched last weekend too—and because of her group’s well-known dismissal, they had “an incredibly positive experience.” Women carrying Planned Parenthood signs approached them, perhaps recognizing Herndon-De La Rosa by her bright purple hair, and thanked them for coming.