Cervical Cancer Charity Campaign

The number of people attending their screening is at a ten-year low. Creating good routines and associations, especially early in someone’s screening journey, dramatically reduces their chance of developing cancer. We decided to do something about it. Armed with an all-female creative team, we crafted a campaign transforming how Gen-Z saw smear tests. Changing them from a submissive, out-of-control event into an opportunity to proudly put their sex positivity, consent tools and, most importantly, their voice to use. IDEA: By reframing their mindset, we’re helping people realise a screening isn’t big and scary; it’s in your control. Appointment rooms and bedrooms aren’t that different. Communication, adjustments and consent are vital; you can ask for whatever gets you going in both.