Evaluation of a media campaign to increase knowledge about emergency contraception

Our objective was to evaluate a media campaign designed to increase knowled ge about emergency contraception. Random telephone surveys were conducted b efore and after the campaign to measure changes in knowledge about emergenc y contraception. Change in the volume of calls to the Emergency Contracepti on Hotline (1-888-NOT-2-LATE) was a secondary measure of impact. Significan t increases occurred in the proportions of women who knew that something co uld be done after intercourse to prevent pregnancy, who knew the term emerg ency contraception, who knew of the 72-h time limit, and who had heard of t he Hotline. In addition, the number of calls to the Hotline increased subst antially. A public education media campaign resulted in significant increas es in knowledge about emergency contraception. The first contraception adve rtisement ever shown on television did not provoke controversy. (C) 2001 El sevier Science Inc. All rights reserved.