Contraceptive pill in UK gets 'liberated' with over-the-counter availability

What do you think of this campaign, introducing an over-the-counter version of the female contraceptive pill first available in the UK in 1961? The progesterone-only pill was launched in the wake of the reclassification of the contraceptive pill by the UK’s Medicines and Healthcare products Regulatory Agency (MHRA) in July 2021. As a result of the re-classification, women can now buy a contraceptive pill over the counter for the first time without waiting to secure a prescription from a doctor, following a consultation with a pharmacist. Does the campaign strike the right note in highlighting the importance of the initial revolution in women's reproductive health choices? Do you like the juxtaposition of old and new footage to illustrate how big a change it is for women to enjoy greater choice about where and when they access contraception?

Keywords: Lovima, over the counter contraceptive pill UK, Maxwellia switch drugs, The Pill 60 years on, women's reproductive health, Ourselves creative studio