As the medical community began to embrace implants and IUDs, the question became how to make them accessible and affordable for the young women who have more unplanned pregnancies and thus could benefit the most. They often hadn't heard of long-acting birth control, or couldn't afford it if they had. Many clinics found the price too high as well. (Imagine stocking your shelves with ten $900 devices and only using, and being reimbursed for, half.) These were big obstacles—but a landmark study in St. Louis vindicated many researchers' hopes when it showed that, if those roadblocks were removed, long-acting birth control could quickly lower the teen birth rate. From 2007 to 2011, the Contraceptive Choice Project, funded by an anonymous foundation and run by Washington University in St. Louis, offered groups of women and teens any contraceptive, free of charge. Whereas women have typically been offered the cheaper, less-effective methods first, the St. Louis project counseled patients on their options by starting with the most effective and listing others in order of reliability. Three-quarters of participants chose IUDs and implants. A year later, those who had opted instead for the pill, patch, or NuvaRing had gotten pregnant at a rate 20 times higher than those using long-acting birth control.