Teva to launch emergency contraception education initiative

FRAZER, Pa. — Teva Pharmaceutical Industries Ltd. announced today the launch of “Perfectly, Imperfect,” an educational initiative that debunks myths about emergency contraception.

Teva, the creator of the Plan B One-Step (levonorgestrel) 1.5 mg tablet, will partner with Carly Aquilino and Nessa, stars of MTV's "Girl Code" through a new website, www.PerfectlyImperfectAndMe.com. The campaign name was inspired by the pressure to be perfect that many women experience.

Plan B One-Step surveyed 1,000 American women, ages 18 to 34 years, and reported that 9-out-of-10 women have felt pressure to be perfect. For almost 45% of those women, the pressure was self-imposed.

The survey translates this pressure into how women would react to a contraception failure. If a woman experienced a contraception failure, 1-out-of-4 would feel disappointed in themselves, and confused about what to do next, according to the survey. Nearly 60% would be panicked and/or scared.

"As members of the entertainment industry, I can relate to the pressures to be perfect,” Aquilino said. “Nessa and I want women to know that you don't have to live your life through a filter, it's more important to be yourself and to let your imperfections shine through. This is why we've joined this initiative and want people to check out the website to get the facts straight."

"So many of us are focused on being perfect the first time around, we don't explore the 'what ifs'," Nessa added. "This is especially important when it comes to contraception. Even if you try to do everything right, it is important to be informed about your options in the event you need a backup plan."

The survey also revealed misperceptions about emergency contraception. Of those surveyed, 87% of the women incorrectly believed all forms of emergency contraception would harm an existing pregnancy, while nearly 1/3 falsely believed that all forms of emergency contraception were only effective the morning after a contraception failure or unprotected sex.

Approximately 75% did not know that some forms of emergency contraception are available in the feminine care aisle of pharmacies and stores.

"As a practicing OB/GYN for 20 years, I was not shocked by the survey findings,” Dr. Diana Ramos, an OB/GYN and spokeswoman for Teva's campaign, said. “I see it all too often — women are confused, misinformed or feel there is a stigma associated with the use of emergency contraception.”