Meet Julie, Your Stigma-Free Bff Amplifying Access to Emergency Contraception

In the wake of the 2024 presidential election, people country-wide are wondering about the future of reproductive healthcare. This contraceptive is amplifying access, donating products to states with bans, and educating the public.

Julie launched in 2022, just as demand for emergency contraceptives spiked and pharmacies saw a 3000% increase in morning-after pill sales after the overturning of Roe v. Wade. Julie always planned to offer a more accessible option. However, according to president and co-founder Amanda E/J Morrison, the decision “lit a fire under us to provide our product to more women and, more importantly, to educate women about emergency contraceptives” (CNN).

Julie is a contraceptive made by and for women with a “first-of-its-kind donation program aiming to make reproductive healthcare the rule–not the exception” (Julie’s website). The company’s 1:1 model has provided the morning-after pill to more than 1,000,000 people for free, and their stigma-free branding makes them a go-to option in stores around the country.

One of the company’s distinct strengths is its approachability. Morrison calls the company a “big sister” to those who purchase it. According to Modern Retail, “In 2014, the FDA removed the age restriction, meaning the product can be sold on shelves alongside other products,” (Daniels) allowing Julie to become more accessible than ever. Their Instagram feed is filled with user-generated content, videos of people finding Julie at stores like CVS and Target, and partner spotlights recognizing the organizations who help them distribute their products. This welcoming online presence aims to diminish taboos and normalize contraceptives.

In March, Julie made headlines while being handed out an Olivia Rodrigo concert in St. Louis. However, as outlined in a Fortune article, Rodrigo’s team announced it would halt the distribution of the free pills due to the presence of children at the concert. Writers at Fortune pointed out that the decision to remove Julie from the concert shows “how stigmatized emergency contraception still can be” (Hinchcliffe & Abrams, Fortune).

Julie works with 300 local organizations across 50 states to provide the pill in many settings, you’ll find Julie “stocking vending machines on college campuses or using an online pharmacy to offer contraceptives” (Deczynski, Inc.). The name of Julie’s donation program, “Julie for all,” sums it up in so few words. Though emergency contraception is legal in America, according to the Kaiser Family Foundation (KFF), its legality is a “source of confusion” for adults in the U.S. (Sparks et al., KFF). 

The KFF also states as part of the findings of this poll “Half of women living in states where abortion is currently banned either incorrectly think emergency contraceptive pills are illegal in their state or say they are unsure” (Sparks et al).

When several states passed abortion bans, Plan B usage decreased by 60% (according to a Bloomberg article) further exhibiting the perceived or in many cases very real lack of options.

Therefore, Julie’s work is especially necessary in places where options are unclear or limited. “Julie for all” means access to education and options no matter where you are. People in states with restricted access to reproductive care are benefitting from their free supplies, like the Take Control Initiative in Tulsa County Oklahoma. Julie, and emergency contraceptives in general, have been an increasingly hot topic since last night’s election. 

Current VP and presidential nominee Kamala Harris was outspoken about her support for access to reproductive healthcare throughout her campaign, including on one of Spotify’s most listened-to podcasts “Call Her Daddy” hosted by Alex Cooper. 

Even before the election, emergency contraception brands saw sales rise. With the results in mind, more women might anxiously purchase the pill or wonder about a lack of contraceptives. However, Julie’s founder assures customers “Our goal is to work with our retail partners and distributors to ensure that, even if regulations shift, people can still find Julie nearby” (Daniels, Modern Retail). 

Morrison told Cosmopolitan that the company especially prioritizes those in the South whose access to health care wanes. Morrison aims to challenge “who is healthy, what is healthy, and the range of stories of what health is.” (check out Morrison’s full conversation with Cosmopolitan)

Their easy-to-navigate website tells users how to buy online, find Julie in stores, and use the product most effectively. They also have a multitude of write-ups by medical professionals regarding sex education and the morning-after pill.

Who is it for? Well, aside from those already purchasing Julie, Morrison told Cosmopolitan, it’s also for the next generation. According to the Kaiser Family Foundation, reproductive rights were the top issue for young women during the 2024 election. Cynthia Plotch–co-founder of Winx Health–told Modern Retail, “These restrictions shift how women are thinking about these products. They’re thinking about things preemptively, thinking about being prepared, and ultimately thinking about taking control over their health.” 

Julie is prioritizing accessible contraception no matter where you are. For resources and more, visit Julie’s website.