The advert, which first launched on UK streaming services in September 2018, follows the morning after journey of five different women to show how diverse this experience is. The film includes the powerful words:

“Because this body is mine, I can still be protected. Decisions like this, They should be respected. A baby? Maybe One day, We’ll see. What I'm doing right now is the right thing for me. Because it's my future. I am my own master. It’s My life, My rules, My Morning After.”

Emma Marsh, Senior Brand Manager at ellaOne, says: “This is the first time in UK history that an advert for the morning after pill has been shown on the big screen. This is an exciting moment, not just for ellaOne, but for anyone who has ever felt ashamed or embarrassed for taking the morning after pill. “

“We hope that through this advert and our continuing #MyMorningAfter campaign, we can lift the stigma that surrounds this topic, help everyone make informed decisions and show women everywhere that they are not alone.”

The advert will appear in select Vue, Cineworld and Odeon cinemas during the trailers for Mary Queen of Scots, Can You Ever Forgive Me, Glass, Happy Death Day 2U, Destroyer, Colette, The Favourite, A Private War, and If Beale Street Could Talk.