The idea was simple: “Oops moments” happen in our daily lives; whether we get into a fender-bender or forget our taxes, we deal with them and move on. Why should we treat birth control “oops moments” any differently?

The Perfectly Imperfect Emergency Contraception (EC) Campaign acknowledged imperfections, rather than stigmatizing them, via a range of media; we encourage our millennial audience to look at a birth control “oops moment” as a manageable moment in a “perfectly imperfect” life.

The Perfectly Imperfect EC Literacy campaign took many forms. Whether it was a print ad debunking popular myths about EC, an Instagram post, or a message from an MTV celebrity, being “perfectly imperfect” became a reason to be proud, not ashamed.