The morning after pill is absolutely crucial for so many women, whether it's the result of a missed pill or a sexual assault. Yet, despite it being a very sensible and normal solution to preventing pregnancy for a number of different reasons, some women still feel shamed when going to a pharmacy to take the emergency contraception.
In response to this, ellaOne - a brand which manufactures the morning after pill - has launched a new online delivery service, allowing women to access emergency contraception without being made to feel embarrassed or ashamed. This will even include a same-day delivery option to ensure women can take the pill while it will be the most effective.
While getting the morning pill is absolutely nothing to be ashamed of, ellaOne is aware of the stigma that is often attached to getting the morning after pill. The brand has been gathering women's uncomfortable experiences on its blog My Morning After.
One woman recalled being marched down to the pharmacy by her mum after admitting she was concerned the condom had broken when she'd had sex with her boyfriend the night before.
"I felt like I had done something fundamentally wrong and felt very alone," she wrote.
"I'm so glad it's becoming easier to have these conversations. Women should never judge other women like that, it's just not right. My mum should have realised that I was actually being very responsible by opening up. It's stood me in good stead in relationships ever since."
"Women should not be ashamed to buy the morning after pill, it's time to end the taboo, time for change and time to empower the sisterhood."
ellaOne's new home delivery service will allow women nationwide to take the emergency contraception from the comfort of their own home.
Women in London will be able to pilot the 'express service' which transports the pill to their door within just three hours. Meanwhile, the delivery time will be within 24 hours everywhere else.