The 'Morning After Manners' campaign – launched this month – aims to “encourage both men and women to make responsible contraceptive choices and be proactive about discussing EHC”, HRA Pharma said.

The campaign, which will feature a social media quiz as well as a website, intends to “open up conversation around sex”, and encourage individuals to “discuss the topic of contraception with their partner”, the manufacturer added.

It also aims to tackle attitudes of women towards EHC, after a survey it funded revealed a third of women felt embarrassed to ask for it, while a quarter lied to pharmacists or GPs when purchasing EHC.

Clare Murphy, from the British Pregnancy Advisory Service said: “We are certain pharmacies will play their role in making sure women feel comfortable and confident when they ask for help.”

HRA Pharma claims EllaOne – which retails at £34.95 per pack – is “the most effective oral EHC at preventing pregnancy in the first 24 hours after unprotected sex”, according to research it funded.