Planned Parenthood Federation of America (PPFA) is launching the first national public service advertising campaign about emergency contraception. Emergency contraception, a higher dose of birth control pills taken within 72 hours of sex, can prevent pregnancy and could reduce the number of unintended pregnancies by half. The ads feature actors and musicians, including Christina Ricci and Joan Osborne. This is the first year that emergency contraceptives have been approved by the FDA. Reproductive rights advocates are hopeful that this advance will increase women’s reproductive health options and reduce unwanted pregnancy.