Contraceptive brand ellaOne have created a campaign to promote a confident attitude towards the morning after pill.
The campaign #MyMorningAfter started in September by an online community of ‘women in charge’ who aim to educate, empower and encourage women to speak out about their morning after experiences.
Over the Summer ellaOne surveyed almost 1,000 women at various festivals across the UK including Bestival, Leeds and Rize festival. Data collected showed that whilst 46% of women had unprotected sex last year, only 27% took emergency contraception. 1/10 women said they felt confident about taking the pill. The lack of basic education and stigma of collecting the morning after pill from the pharmacy were two of the main reasons that women were hesitant to take it.
Research from the campaign additionally showed that only 17% of people were educated about the morning after pill in education during school or college.
Miranda Slade, campaign team member says: “For many young people, university is a time when they’ll experience a lot of freedom. Living away from parents for the first time and an expanding social circle also means new relationships and for many, having more sex. Our campaign aims to educate people about sexual health and their contraception options, which we think are particularly important for students.”
#MyMorningAfter will feature an online podcast, giving influential women a platform to dismantle taboos and break sexist double standards, as well as vox pops from real women on the streets about their lives and experience with contraception.
Emma Marsh, Brand Manager at ellaOne said: “This is quite simply the most important campaign in ellaOne’s history. Helping to educate through our campaign hub, podcast series and weekly vox pops, we are providing a platform for all women to speak out about their morning after experiences. It’s time to break the taboo.”
For more information please visit: MyMorningAfter.co.uk or use the hashtag #MyMorningAfter to become part of the movement.