Plan B

Emergency contraception (EC), or emergency postcoital contraception, refers to contraceptive measures that, if taken after sex, may prevent pregnancy.

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Levonorgestrel (or l-norgestrel or D-norgestrel) is a synthetic progestogen used as an active ingredient in some hormonal contraceptives.

Levonorgestrel is used in emergency contraceptive pills (ECPs), both in a combined Yuzpe regimen which includes estrogen, and as a levonorgestrel-only method. The levonorgestrel-only method uses levonorgestrel 1500 μg (as a single dose or as two 750 μg doses 12 hours apart) taken within 3 days of unprotected sex. There are many brand names of levonorgestrel-only ECPs, including: Escapelle, Plan B, Levonelle, NorLevo, Postinor-2, i-pill and 72-HOURS.

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Agency: Taxi
Executive Creative Director: Stéphane Charier
Creative Director: Patrick Chaubet
Copywriter: Linda Dawe
Art Director, Designer, Type Design: Stéphane Gaulin
Interactive Producer, Agency: Andrea Schumeth
Animation and Programming: Laboratoire Créatif Five
Audio: Sonart
Print Production, Agency: Hélène Joannette
Illustrator and CGI: Denis Riverin
Font designer (spermatozoïds): Luc Villeneuve
3D (ovule): Topix
Photographer (pills): Normand Robert
Computer artist: Fred Simard

Brand name: Plan B
Generic name/category: levonorgestrel
Company: [url=]Paladin Labs[/url]
Country/Market: Canada, North America
Indication(s)/use: Emergency contraception
Target: Consumers (DTC)
Tagline: The morning after pill
Publication: 2009
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Jun 04, 2009