The problem with benign sounding phrases phrases and branding of issues by Republicans, os that they have been co-opted to main something different. It seems hard to argue with “Parents Rights”, “Freedom”, Border Security” or Anti-Crime”. But these are often euphemisms – for example “Border Security” is a proxy for anti immigration hate, and “Anti-crime” is a stand in for racist anti minority police brutality.
I’m not saying everyone who uses these phrases means then that way, but when you use these platitudes, they are often misinterpreted that way.