Might turn out to be a stupid strategy that reeks of desperation. It can define the lines in a way that might not be to there advantage.

If they're not careful they'll be saying - "You stay-at-home-moms, you're not with us. You catholic women, you're not with us. You women who are more interested in the economy, than worrying about getting free condoms, you're not with us, etc."

It can exclude, more than unite. They might be unpleasantly surprised how many they exclude.