Best Consumer Campaign
The campaign for accessible emergency contraception
This sexist surcharge should never have existed, but we are proud to see that it no longer does.
The Campaign
Since 2017 the British Pregnancy Advisory Service (BPAS) has been campaigning for pharmacies, including Boots, to reduce the inflated cost of emergency contraception, which they say is profiteering from women’s basic healthcare. The campaign led to some cost reduction in 2018 but was still unaffordable for many.
In November 2021, journalist Rose Stokes noticed that Boots were selling the morning-after-pill at 50% off, so joined forces with BPAS and their pre-existing campaign, Dame Diana Johnson MP, and thousands of supporters to call for this price drop to be made permanent.
Between them, they had campaigning, political and media reach, meaning they were able to spread the message far and wide, and apply real pressure to Boots and other high-street brands to revise their sexist pricing model.
The campaign for accessible, affordable emergency contraception. Credit: BPAS
We are delighted that this important campaign has been recognised and are really proud of the impact this will have on people who need this medication the most. Although this sexist surcharge should never have existed in the first place, we celebrate the fact that effective campaigning and lobbying really works and can deliver positive change for those who need it most.”
The campaign for accessible, affordable emergency contraception. Credit: BPAS
We are delighted that this important campaign has been recognised and are really proud of the impact this will have on people who need this medication the most. Although this sexist surcharge should never have existed in the first place, we celebrate the fact that effective campaigning and lobbying really works and can deliver positive change for those who need it most.”
The Change
In January 2022, Boots announced that they would reduce the price of the morning-after pill to £10 — an almost 40% reduction in cost. This prompted other major retail brands, including Superdrug, Lloyd’s and Asda, to follow suit.
The result is that this important medication that could benefit so many women and people who menstruate will be far more accessible to those who need it, helping them to reduce the likelihood of unplanned pregnancies, which can often be traumatic.
It is widely viewed as a huge leap forward for women’s reproductive rights, and one that simply wouldn’t have happened had it not been for this campaign.
The Future
The hope is that emergency contraceptives, including the morning-after pill, should be available over-the-counter without consultation and at a price closer to £2 or £3 pounds (in line with its trade price). Until such a time, the campaign will continue to demand that high-street shops stop profiting from women’s basic healthcare in such an immoral manner.
They are committed to building on their initial success to ensure progress is achieved across all areas of women’s health. They will continue to challenge instances where legal, moral or commercial interests are being prioritised over the freedom and equality of women — especially when it comes to reproductive health.
Who else was involved?
- The team at BPAS, especially Katherine O’Brien and Clare Murphy
- Dame Diana Johnson MP, as well as around 30 other MPs who signed the letter to Boots
- Journalist Rose Stokes
