Plan B brands turn to TikTok to reach young women

Demand for Plan B pills has grown in the aftermath of the U.S. Supreme Court's decision to overturn a woman's right to an abortion. Brands behind the products are stepping up marketing efforts including TikTok video campaigns in an effort to reach their target consumers. “TikTok is the most-used search engine for Gen Z, so we rely on the app to increase access to sex education that young folks can trust and rely on,” said Jamie Norwood, a co-founder of the Get Stix, which launched an emergency contraceptive pill this year.