A seminal moment for cinema. A watershed moment for the morning after pill
The short film, which is the first of its kind to be displayed on the big screen in the UK, highlights ellaOne’s #MyMorningAfter campaign which seeks to end the societal judgement of women who seek emergency contraception.
The advert, which first launched on UK streaming services in September 2018, follows the morning after journey of five different women to show how diverse this experience is. The film includes the powerful words:
Emma Marsh, Senior Brand Manager at ellaOne, says: “This is the first time in UK history that an advert for the morning after pill has been shown on the big screen. This is an exciting moment, not just for ellaOne, but for anyone who has ever felt ashamed or embarrassed for taking the morning after pill. “
“We hope that through this advert and our continuing #MyMorningAfter campaign, we can lift the stigma that surrounds this topic, help everyone make informed decisions and show women everywhere that they are not alone.”
The advert will appear in select Vue, Cineworld and Odeon cinemas during the trailers for Mary Queen of Scots, Can You Ever Forgive Me, Glass, Happy Death Day 2U, Destroyer, Colette, The Favourite, A Private War, and If Beale Street Could Talk.
Launched in September 2018, the #MyMorningAfter campaign was inspired by research from ellaOne, which showed that over 50% of women surveyed said they felt embarrassed, judged or in other ways uncomfortable when buying emergency contraception. This campaign encourages women to shed the stigma surrounding the experience of buying the morning after pill and start an open conversation about this experience.
Earlier this year, ellaOne launched #MyMorningAfter stories - an open forum for people with uteruses to share their experience of emergency contraception and show others that they are not alone. Many people, from young mothers and single students to married 30-somethings, have and continue to come forward and share their story via the website’s submission page.