Abstract
Emergency contraception offers considerable potential for reducing un wanted pregnancies, yet knowledge about its availability and use remains poor. This paper describes a radio advertising campaign in Rotherham and surrounding areas to promote the use of emergency contraception. The effectiveness of the campaign was evaluated by comparing the prescribing of emergency contraception in the districts participating in the campaign with a control district. It was concluded that the campaign was worthwhile and recommended that this type of initiative is repeated, ensuring that the advertisement is clear and unambiguous and bearing in mind that helplines targeting young people should be available at appropriate times.
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