Planned Parenthood has endorsed President Barack Obama, launching a million dollar campaign this week against GOP candidate Mitt Romney.

In a new ad, the group calls the former Massachusetts governor "just wrong for women" and claims that women's rights would suffer if Romney becomes president.

The Planned Parenthood Action Fund is spending $1.4 million to air the attack ad in Florida, Iowa, northern Virginia and Washington, D.C. -- all key swing states in the election.

The ad also quotes Romney as saying he would "get rid" of Planned Parenthood. Romney made the comment earlier this year, referring to his support of eliminating federal funding for the organization.

Planned Parenthood Executive Vice President Dawn Laguens told The New York Times this million dollar campaign is just the beginning.

"This is a very small down payment on what we intend to do to make sure people are very clear where the candidates stand," she said.

Romney's campaign is expected to launch its own ads focusing on how women have fared under the Obama presidency.