Cervical cancer is the most common cancer for women under 35, and cases have doubled in the last decade. Embarrassment prevents lots of young women going for a smear test. Our challenge was to convince them that the test is worthwhile.
The bold idea
We tackled the issue head-on, with a bold film tailored to cinema and online audiences that puts any embarrassment into perspective.
We came up with a brave, emotionally intelligent idea to make the avoided unavoidable, cutting through to hold attention in a ruthless online environment (on a modest media budget) and generated conversation about a ‘taboo’ topic.
The flower campaign far exceeded targets and went on to win the ‘patient resource of the year’ award at the 2018 British Medical Association Patient Information Awards.
40,000 additional women went for a smear test as a result of seeing the campaign.
65,000 women took positive action including contacting their GP about a smear as a result.
Over 70% of our target audience said the campaign encouraged them to go for their next smear test.
The film gained 6 million impressions: a staggering 514% above target.
4.5 million organic impressions on Facebook and 17k likes, shares and comments: women were talking about a topic that they’d usually go out of their way to avoid.
We can do this for you too
We love working with brands that want to outsmart their competitors. If that sounds like you, let’s talk.