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Mixed signals
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At first glance, these read like advertisements for a digital camera, a sleek new sneaker, or maybe some dental floss. These promises of happiness and calls to action, however, are part of a startling ad campaign for Unwanted-72, an emergency contrac
eptive pill that prevents pregnancy within 72 hours of unprotected sex or contraceptive failure. The television commercial for Unwanted-72 features a very worried looking couple woefully discussing the fall-out of having unprotected sex when they see a commercial for the product on TV. The young woman then immediately purchases Unwanted-72, pops one pill and appears instantly relieved, and in fact, elated. She and her partner appear overjoyed that she is not pregnant and did not have to resort to an abortion. After the incident, neither of the two seem at all troubled or shaken from their close-call with an unplanned pregnancy. I’ve been watching this commercial on TV for a few weeks now and have an array of mixed feelings about the very ambiguous messages sent by this campaign. First and foremost, I want to note that it is an extremely progressive and positive sign that an emergency contraceptive pill is readily available to Indian women. This option empowers women to make choices and to control their own bodies. An over-the-counter emergency contraceptive pill also provides a safe, affordable alternative to an abortion, which can be a far more complex, difficult process. Products like this one grant women considerable agency in moments that can be of great confusion, emotional turbulence, and stress.
Despite all of the progressive markers of the emergency contraceptive pill, the Unwanted-72 advertising brings up a host of social issues. Decisions about a pregnancy, at any stage, are a deeply personal, emotional moment for a woman and not one taken lightly. More importantly, emergency contraception is not a form of birth control or an abortion but rather, a last-resort option to prevent pregnancy in case other forms of contraception fail for whatever reason. Unwanted-72 seems to portray emergency contraception as an easy solution that can “rid [you] of your worry within 72 hours” (a claim made by the product’s website). Cheery catch phrases found on the website, like “Enjoy Life to the Fullest”, convey a sort of reckless, flippant message, suggesting the pill is the simple and obvious answer to the “worrisome” problem of an unplanned pregnancy. Opponents of emergency contraception often argue that providing such measures implicitly encourages the use of such products and fosters practices of unsafe sex. To date, there is no conclusive evidence that women neglect other forms of contraception in favour of the emergency pill. Emergency contraceptive pills are designed for just that — emergencies. The availability of such a product is not a free-pass for unprotected sex but, rather, an option when all else fails. The language found on the Unwanted-72 product website and the message conveyed by the widely-shown television advertisement, seem to play right into these arguments against easy access to emergency contraceptives and hardly communicate the seriousness of the issue.
The couple on TV display only momentary regret about their unprotected sex, which is quickly alleviated by the discovery of Unwanted-72. Flashy pictures on the website implore you to trust the product “Because You Want to Maintain Your Smile”. Basically, the message sent by these advertisements is that there is a simple and direct relationship between the avoidance of an unplanned pregnancy with Unwanted-72 and stress-free happiness. In a nation where social attitudes and cultural norms make it difficult to initiate open, honest discussions about issues related to sex and sexuality, these advertisements are a welcome step towards a much-needed national conversation. These ads address the issue of unplanned pregnancies and provide important information about the resources available to a woman. The sheer existence of the product is also a great stride for Indian women, as the consumer market is responding to their needs that go beyond soap and talcum powder.
However, the content and message of these advertisements send very mixed signals about the possible consequences of unprotected sex and the seriousness of an unplanned pregnancy. The image of a pretty girl casually popping a pill is hardly what comes to mind when considering how to deal with a possible pregnancy and is certainly not one that should be associated with such a serious social concern.
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An ad campaign for a women’s contraceptive pill, despite progressive markers, seems a little flippant about a deeply personal decision…
The message is that there is a direct relationship between the avoidance of a pregnancy and stress-free happiness.
CAREFUL CHOICES: Preferable to snap decisions.