We believe that no one has the right to dictate how other people should live their lives, sexually or otherwise. We do not presume to judge women or their behavior based on our own values, priorities or sensibilities. We live in a free country, and we support every individual's inalienable right to make his or her own decisions and choose his or her own path in the pursuit of happiness as long as it is in compliance with the law.

We strongly disagree with didactic groups who seek to impose their own standards of behavior, conduct and morality upon others by means of disseminating misinformation and perpetuating ignorance and fear.

We believe that the truth will indeed set us free. Our primary goal, which is to empower women with the freedom to make knowledgable choices by providing them with accurate, current, unbiased information about their reproductive health options, is best achieved by creating awareness.

Other organizations are doing critical work to improve women's access to EBC. However, we feel that not enough is being done to create awareness about EBC. We believe that creating awareness about EBC will generate demand for it, and that demand will in turn drive supply.

Our awareness campaign is scalable, meaning that the geographic and demographic areas it targets and the different media it utilizes are limited only by funding.

At the moment, our limited level of funding means that we are operating locally in the greater Los Angeles area and are targeting primarily high-school and college students. Our awareness campaign is modeled after street-level corporate advertising campaigns, and is therefore based primarily on the distribution of flyers, posters, and pamphlets at key locations on campuses and at health care centers.

As our level of funding increases, we hope to expand the scope of our campaign to include distribution of materials throughout California and eventually nationwide, and ultimately to utilize a variety of media including print ads, billboards, radio, and television.

To communicate our message effectively to our target audience in their own language and on their own terms.

We believe that it may be more effective to communicate this information visually than verbally, and so one of our tactics is to illustrate the process of pregnancy and biological action of EBC with diagrams, animation, and narrative.

By creating awareness and understanding about the process of becoming pregnant, we hope to prevent these false assumptions from being made, and thereby remove a major barrier standing in the way of EBC's acceptance as a viable contraceptive method.

Emergency Contraception, the established medical term, is accurate but erudite. Many young women, particularly those among high-risk populations, are not familiar with the term contraception although they are perfectly aware of birth control.

Using the more familiar term of birth control in place of contraception is in line with the goal to communicate effectively to the target audience outlined above.

Furthermore, as part of creating awareness we feel it is important to stress the fact that EBC pills contain the same drugs and take the same biological action as regular birth control pills. Referring to them both with the same term will help solidify this connection in people's minds. This should serve to allay misplaced fears that EBC is abortive and help to usher in EBC pills as a socially and morally acceptable contraceptive method.