Things That Make You Go Ooo

Brief: Encourage women aged 25-64 to attend their cervical screenings while acknowledging that it is not a pleasant experience.

Insight: There is lots of talk about the before and after of a screening but not about the during.

Idea: To pull back the curtain on the deleted scenes of a cervical screening.

TV advert

TV advert (reduced storyboard)

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Direct Mail:

Making the thick pink booklet less intimidating.

Toilet Stall Invitations:

Catch women when they're taking a peak at their pants.

Knicker Stickers:

Through partnerships with lingerie and sex toy providers like Ann Summers and everyday clothing brands like Pep & Co and Tesco we can catch a variety of women from the demographics with the lowest uptake of screening invitations. 

Shelf-Talkers in Supermarkets:

Catch women who may be reacting to symptoms.

Doughnut Vans:

Mobilise the campaign and remove barriers to appointment bookings.