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Approximately 750,000 U.S. adolescents (age range, 15–19) become pregnant each year, with disproportionately higher pregnancy rates in black and Latina teens. Emergency contraceptive pills (ECPs) — available with or without prescription, depending on the age of the recipient (see Table) — have not reached their hoped-for potential to lower unintended pregnancy rates (JW Womens Health Nov 2 2006).
Effective social marketing campaigns must take into account teens' awareness of and willingness to use ECPs. As part of the development of such a campaign, researchers queried black and Latino teens (age range, 15–21) who were recruited from New York City social service agencies. A total of 18 adolescents (9 girls and 9 boys) were interviewed indivi…
