More Keighley women are using emergency contraception to prevent pregnancy after having unprotected sex, say medical experts.
And nine out of ten local women who have had abortions say they would have used it if they had known it was available.
Now, with the UK having the highest rate of teenage pregnancy in western Europe, the Bradford Branch of the Royal Pharmaceutical Society has launched a publicity campaign to let women know they have up to five days to take action to stop unwanted pregnancy.
Derek Simmonds, of Bradford health promotion services, said: "Many young people do not know of emergency contraception or have incorrect information about it.''
He said young women could find it daunting to go to the family GP to receive a prescription.
Now leaflets and cards giving information were available in pharmacies across the district and most would give immediate advice, he said.
Emergency contraception is free at Airedale's family planning clinics and a 24-hour answerphone helpline gives messages about it.
Airedale NHS Trust consultant Dr Sue Richardson said morning-after hormone pills should be given within 72 hours of unprotected sex.
In 1994-95, the most recent year when figures are available, there were 23 pregnancies among 13 to 15 year-olds in the Keighley area.
In the year ending in March 1998, 530 women in Bradford district were given hormonal emergency contraception - the morning-after pill.
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