RIPPLE EFFECT
Julie has given away more than one million units of emergency contraception across 50 states through its 1:1 donation model. (Photo by Chris Sorensen)

For 15 years, the morning-after pill has been available to women as an over-the-counter form of emergency contraception. But it was always a “Plan B” for a broken condom or a bad decision. The cofounder and CEO of Julie, Amanda E/J Morrison (MBA 2014), is rebranding the experience associated with emergency contraception for a new generation. With its cheeky TikToks, comedy-infused content, immersion in pop culture, and one-for-one donation program, the company is ensuring Julie is an essential part of every woman’s medicine cabinet.

“Only 17 states require sex-ed to be medically accurate. Sixty percent of women think the abortion pill and emergency contraception are the exact same thing, which they aren’t. There’s a real lack of education in this space.”

“Julie is a content-first pharmaceutical company; we exist to help bridge the consumer’s understanding of how her body works and how these medicines work. We’re not building new products. We think amazing ones already exist. The real issue is consumer understanding.”

“We get asked all the time: ‘Did you guys start this company because of Dobbs?’ And the answer is no, because if you were really tapped into women’s health, you knew it [the court decision] was going to happen many months before. We’ve had boots on the ground, and knowledge coming from the local communities up to us about what’s happening, since early 2022.”

“We’re 18 months old and we’re in 13,000 CVS, Target, and Walmart stores right now. The goal is to one day have this Julie ‘medicine cabinet’ that any woman can access via any retailer for all of her reproductive OTC needs and have this ‘big sister/younger aunt’ content voice, helping her every step of the way.”

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