While some Republican politicians contend that the most recent round of attacks on Planned Parenthood is aimed only at its donation of fetal tissue for medical research, a practice that became the focus of sting videos that misleadingly suggest that the organization is profiting off the donations, Students for Life President Kristan Hawkins told conservative activists last week that the real goal is to “take out Planned Parenthood.”

In a speech to Eagle Council 2015, the annual conference held by Phyllis Schlafly’s Eagle Forum, Hawkins depicted Planned Parenthood as a money-obsessed and racist business that “promotes and covers up” statutory rape and aids sex traffickers. Hawkins claimed that Planned Parenthood only supports sexual education and birth control in order to convince young women to have premarital sex, causing them to go to Planned Parenthood to spend money on STD tests and treatment and, eventually, abortions.

“She’s going to start this cycle of bad decisions,” she said. “They made money off of her every step away. Everything was about that bottom line.”

Hawkins described in detail the anti-choice movement’s strategy to rebrand itself as a pro-women, social justice cause while also attempting to “rebrand Planned Parenthood” as the “abortion Goliath” that “preys upon women.”

“When this generation was coming to age and decided, ‘How can we make a difference? How can we make our Phyllis Schlafly mark on the pro-life movement?’ We set our sights on one target, and that’s Planned Parenthood, because they are the Goliath,” she said. While Planned Parenthood is the Goliath, Hawkins said, David Daleiden, the activist behind the sting videos, is fittingly named “David” — “I think the Holy Spirit had something to do when his mother named him.”

Why focus on Planned Parenthood? As Hawkins admits, it is because of Planned Parenthood’s popularity: “While we’ve been educating a movement since 2008 on Planned Parenthood, we’ve been losing in the court of public opinion. Every poll we’ve taken always shows that Planned Parenthood enjoys a positive view in people’s minds, because it’s Planned Parenthood.”

Hawkins said that anti-choice activists plan to run online ads targeting “Democratic-leaning,” “mushy middle” women voters, whom she characterized as the “Grey’s Anatomy binge-watchers and West Wing-watchers.”

Appropriating some of the themes used by the Occupy Wall Street movement, Hawkins urged the Eagle Forum activists to pressure Congress to shut down the government over Planned Parenthood funding, saying that the move would give them an opportunity to rebrand Planned Parenthood as the “Walmart of abortion” and the true foe of the “99 percent.”

She also revealed that her group’s new ads will look like government-sponsored PSAs telling pregnant women that if they go to Planned Parenthood, they will probably end up getting an abortion.