This article examines how coalition frames develop and what happens to that frame after the formal coalition ends. To that end, I analyze the frame shift around the 2004 March for Women's Lives (March). The March initially focused on established ideas of reproductive rights around which the four national mainstream co-sponsors previously organized. However, after a newer reproductive justice organization joined the coalition, material and organizing reflected a shift in framing to reproductive justice. How did this change happen? What are the impacts of this event for the women's movement? Through document analysis and interviews, I trace the negotiations that facilitated this framing shift. I argue that this new coalition frame translated into positive lasting changes in organizing for women's reproductive health even as the coalition dissolved and some of the tensions within the larger women's movement remain.