Bethany Walker
CanceR Research
Problem
Cervical screening appointments are vital to the prevention of cervical cancer. Despite 94% of women claiming they would have a free test to prevent cancer, if it was available, the smear appointment uptake is at a 21 year low. This demonstrates a clear lack of understanding about the role of screening.
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Insight
Women report numerous reasons for non-attendance; 35% are too embarrassed to attend due to their body shape, this number rises to 50% of those who have never attended. Concerns about body hair would put off 31% from attending, and 30% of those surveyed reported now knowing how or where to make an appointment.
Solution
This copy led campaign takes inspiration from those statistics. The variations make direct use of their medium, on Instagram, and feature a direct call to action prompting women to book an appointment.
The campaign would also have a click through which takes women to an NHS website where they can book their appointment at their local GP online.
This work is speculative and by no means affiliated with Cancer Research