A generation ago, the mention of sex-let alone the use of contraceptives-was taboo in mainstream media. Nowadays however, advertisers push condoms, birth control pills and other forms of contraception as if they are a form of self-expression, and even ZoomMedia-the bane of the student anti-corporatization movement-is helping to promote Plan B, or "the morning-after pill."
Although I admit that the sign that greets me every time I go into the ladies' locker room telling me that Plan B is "the oh ooooh oooh oooh yeah, oh yeah, oh yeah… oh no, oh no, no, no pill" is kind of cute, some of the other slogans that are part of the campaign simply turn me off. It's hard to ignore the flagrant irresponsibility implied by the giant "the I drank four martinis, three shooters, then I met some bastard and the rest is a little fuzzy pill" poster. Also, somebody was definitely bitter about a former teen relationship when they came up with the slogan: "The I didn't know a guy could come that fast pill." To make matters worse, the company encourages people to "share your oops" on their Web site, as if having reckless, frequent, unprotected sex was just some little, excusable mistake.
Before you call me a prude, I do understand that rampant casual sex is a part of many university students' lives-including that of my freshman self-and that creating awareness for contraceptives is important in preventing unplanned pregnancy and the spread of STIs. So what do I have against Four-Martini Girl? Quite simply, treating Plan B like any other form of contraception is perfectly ridiculous. First of all, Plan B provides no protection against STIs. If all those Cosmos and Fuzzy Navels convinced her that rubbers were the wave of yesterday, then frankly, she probably has problems that Plan B just can't fix.
As far as pregnancy goes, the effectiveness of Plan B decreases significantly 24 hours after her sexual encounter with 'some bastard.' Do you really think she is going to stumble out to the pharmacy or the CLSC in her hungover state? Even if she does, how many times can she afford these last minute measures before she has to pawn off her hot pink Razr? At up to $50 for a pack of two pills, Plan B is expensive compared to other forms of contraception. In addition, a whole month of anguish lies ahead as she impatiently waits for her period to come, hoping that she is not pregnant.
Fortunately, Four-Martini Girl is not real, but the issue here is that this is an entire advertising campaign promoting what is essentially unprotected sex, while implying that women are not smart enough to see through the flashy, disco-era inspired posters. A little background research on the makers of Plan B-Barr Pharmaceuticals-makes it obvious why they are promoting this product. As a
manufacturer of mainly generic drugs, Plan B is their only proprietary drug that is well recognized by consumers. Their other proprietary brands, Seasonique and Mircette, simply cannot compete with more commonly prescribed contraceptives such as Tri-Cyclen-Lo or Alesse.
The pharmaceutical industry is obviously very lucrative and it is probably very difficult to change the prescribing habits of individual physicians. Still, it is unrealistic to try to penetrate the oral contraceptive market with emergency contraception, even if both are taken orally. Although Barr Pharmaceuticals may be capitalizing on the fact that you do not need a prescription to get Plan B, they should still be responsible enough to turn consumers to other forms of contraception first, especially since the company makes them. Like calling a plumber before you've tried the plunger, their current approach just doesn't make any sense.
While the ads are trying hard to tell us otherwise, we've all hopefully been bombarded with enough Safe Sex propaganda to know that the morning after shouldn't have to involve a pill; tuck some condoms in your purse and stick to Plan A-you can still find out how fast a guy can come. n
Vincci Tsui is a U3 dietetics student, and longtime Tribune news contributor.
Viewing Comments 1 - 2 of 2
Nicole E. G. Faby
posted 12/04/07 @ 9:02 PM EST
All contraception is opposed to natural law because it interferes with the main intended use of copulation.
crowford
Plan B Birth Control
posted 12/11/07 @ 2:52 AM EST
Linda Crowford : Well, many things have been said about Plan B birth control pills but the fact is that it is very effective in preventing unwanted pregnancy. (Continued…)
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