This campaign video puts women’s freedom to control their fertility firmly on the map. It challenges the patronising way women are treated when they try to buy the morning after pill from high street pharmacies in the UK and the rip off price they are charged. The use of emergency contraception has no health implications, Katherine O’Brien from Bpas explains. In fact, it’s considerably safer than other medication that is available without consultation. It is time we trusted women to make their own decisions and made the morning after pill as cheap as possible and available to buy straight off the shelf in corner shops and petrol stations too, just like condoms.