Plan C is considered the final step in a long line of choices. It follows the shock and fear a client feels when she discovers she is pregnant. Skips over the Plan B pill. Removes the need for an appointment at an abortion clinic. And provides a way for a woman to order an abortion online and go through the procedure in the privacy of her home, without any medical supervision. Though the FDA has not changed its protocol requiring physician oversight and prescription of the abortion pill, many women are now searching for abortion pills they can order online. It is advertised across the internet as safe and effective – like all of the other abortions have been marketed for decades – marketed to women as a way to “self-manage” their healthcare. This means our efforts to reach women earlier in their pregnancies matters more now than ever before. Like those marketing Plan C, you need to be present when and where clients are searching for abortion information. Reach them with alternatives in the first few hours after their positive pregnancy test and offer a safe environment. Their greatest perceived need is to find an urgent solution to their unplanned pregnancy, so you must address that if you want to reach them. Here’s what you need to know about combating Plan C through marketing in your community.