“Here for Better Sex Education” is a purpose-driven partnership between ellaOne and Brook to address a growing contraception knowledge gap among young people in the UK. In response to rising unplanned pregnancies, declining condom use, and widespread misinformation online, the initiative developed a modern, digital-first contraception education module delivered through Brook Learn. Grounded in research with over 2,000 young people, the programme equips educators with tools to teach 14 contraceptive methods, challenge myths, and support informed decision-making. By improving health literacy, reducing stigma around emergency contraception, and empowering young people, the initiative aims to foster more confident, informed choices about sexual health.

Objectives

ellaOne and Brook came together with a shared ambition: to tackle the contraception knowledge crisis and to transform the way emergency contraception is understood, taught, and accessed by young people. Research commissioned by ellaOne revealed stark gaps in understanding: while 91% of Gen Z reported having had unprotected sex, only 32% knew how the morning after pill actually works, and 68% agreed there is still a stigma around its use. This misinformation leaves many young people ashamed, unsupported, and at risk of unintended pregnancy.

The main objective was to drive purposeful, grassroots investment in contraception education. By partnering with Brook, ellaOne sought to create a modern and evidence-based contraception teaching module – delivered through Brook Learn – that empowers the next generation with the tools and confidence to make informed decisions after sex.

At the heart of the campaign were 4 key goals:

• Facilitate better sex education at scale: The campaign set out to update and modernise Brook’s contraception resources for the first time since 2016. The objective was to provide their 44,000 registered educators with an accessible, digital-first module that young people everywhere – regardless of geography or background – could benefit from consistent, high-quality lessons.
• Demystify, destigmatise, and normalise the Morning after Pill: A central aim was to challenge pervasive myths and misconceptions about emergency contraception. With half of young people incorrectly believing that the morning after pill prevents implantation, and 23% believing it causes a “mini abortion”, the module was designed to deliver accurate, reassuring, and stigma-free information to help young people avoid unplanned pregnancy. By equipping educators with facts and engaging content, the campaign sought to embed emergency contraception within the wider conversation about contraception, removing shame and encouraging open dialogue.
• Empower young people to make confident choices: Too many young people reported feeling confused by contraception options (50%), or had delayed accessing contraception due to embarrassment (46%). The objective was to normalise these conversations, equip young people with the knowledge of where to access contraception, and prepare them for what to expect at a contraception appointment. By doing so, the module is breaking down barriers of awkwardness and empowering young people to advocate for their own sexual health.
• Drive long-term, systemic change in sexual health education: Beyond the immediate impact, the partnership has set a new standard for how contraception is taught. The module emphasises inclusivity, digital literacy, and real-world relevance, reflecting the experiences of young people. Crucially, it aligns with the UK government’s updated Relationships, Health and Sex Education (RSHE) guidance (July 2025), which calls for students to develop critical thinking skills around online content. By embedding these priorities, the campaign ensured lasting impact and scalability.

Target Audience

• Young people (16–24)
• Educators, including Relationships and Sex Education (RSE) teachers,
• Healthcare professionals

Key Activities and Approach

The initiative combines research, digital education, and strategic partnership to address gaps in contraception knowledge among young people.

• Research-led design: A study of over 2,000 young people identified significant knowledge gaps, misconceptions about emergency contraception, and the impact of social media misinformation. These insights directly informed the development of the initiative.
• Digital-first education module: With ellaOne’s support, Brook updated its contraception module for the first time since 2016. The 1.5-hour course equips 44,000 educators with tools to deliver accurate, inclusive, and engaging lessons on 14 contraceptive methods.
• Myth-busting and inclusive content: The module includes interactive resources, animations, and real-life scenarios to challenge misinformation, reflect diverse experiences, and support informed decision-making.
• Focus on digital literacy and confidence-building: The programme helps young people critically assess online health information, encourages open conversations about contraception, and reduces stigma around emergency contraception.
• Scalable outreach: Nationwide dissemination through Brook’s educator network and targeted communications ensures broad reach and long-term impact.

Impact and Result

The initiative has demonstrated strong early traction and meaningful impact on both reach and educator confidence.

• Strong uptake: Over 1,100 educators enrolled shortly after launch, highlighting clear demand for accessible, high-quality contraception education. With Brook’s network of 44,000 members, the initiative has strong potential for long-term scale.
• High satisfaction and usability: 96% of participants would recommend the module; 97% reported being able to directly apply the learning in their work; feedback highlights the practical, inclusive, and engaging nature of the content.
• Improved educator confidence: The module has enabled teachers, pastoral staff, and university professionals to better address misinformation, discuss sensitive topics without stigma, and support informed decision-making.
• Meaningful behavioural impact: Interactive tools (videos, quizzes, lesson activities) have enhanced engagement and supported more open conversations about contraception in educational settings.
• Effective outreach and timing: Launch aligned with key policy and awareness moments (RSHE update, Sexual Health Awareness Week), supported by targeted communications achieving strong engagement (36.5% open rate; 11% click-through rate), ensuring sustained visibility and uptake.

Insights and Takeaways for Others

• Combining research with practical tools improves outcomes
• Addressing stigma is critical
• Digital-first approaches increase reach
• Partnerships enable scale
• By embedding a free, scalable educational resource in classrooms nationwide, the partnership builds resilience against misinformation and ensures future generations are better prepared to prevent unplanned pregnancies and protect their sexual health.

Disclaimer: This initiative is included as part of a broader brand awareness campaign.