There is an NHS advertisement orbiting social media at present. It features an image of a high-heeled shoe and a tube of red lipstick next to a picture of a baby’s dummy with the question “Would you give up this? For this?” The ad continues: “You can still get Emergency Contraception up to five days (120 hours) after unprotected sex. And it’s FREE.”

Walsall Integrated Sexual Health Services has been kind enough to lay on a male equivalent as well, with the same questions next to a video game controller and a dummy, carrying the warning: “Bware da baby trap – use a condom.”