HEA: Emergency Contraception, making it possible to be wise after the event

1995 low-budget campaign to promote the product for the first time, and correct a high degree of misinformation about the product. April-July, press in women's weeklies and monthlies, with radio in first four weeks. The result was improved understanding and a claim for likely future use amongst non-users. Higher demand at clinics and surgeries shown. 40% increase in product sales. Payback estimated in terms of abortions avoided