New Mexico is appealing directly to Texas healthcare providers through a “Free to Provide” initiative, urging them to relocate due to Texas’ strict abortion laws. The New Mexico Department of Health ran full-page ads in major Texas newspapers, featuring a letter from Gov. Michelle Lujan Grisham (D), saying, “You took your oath with patients – not politicians – in mind.” Texas’ abortion legislation bans the procedure except to protect the mother’s life, while New Mexico offers legal protections for abortion providers. More than 14,200 Texans sought abortion care in New Mexico in 2023. The campaign, costing around $400,000, includes billboards in Houston.