‘Smear Word’ campaign for Roche aims to break taboos and save lives
July 8, 2021 | https://vimeo.com/564557480, www.cervicalcancer-risk.com
An all-female team at Mind+Matter has created a campaign for Roche that takes a tongue-in-cheek approach to tackle taboos about going for a smear test.
The month-long ‘The Smear Word’ campaign, which launched this week, is centred on a three-minute film that depicts a young woman going for her first smear test.
It provides simple facts about what is involved in the cervical screening, in a scenario in which a young woman repeatedly makes asides to the camera about aspects of the smear test she is worried about. These are addressed by the nurse in the film, who explains to the viewer what is involved.
Cervical screening prevents at least 2,000 deaths in the UK each year, according to Cancer Research UK.
Women aged between 25 and 29 are the target audience of the new campaign, which aims to encourage them to attend screening appointments. Many young women do not turn up for appointments, which puts them at risk of early signs of cervical cancer being missed.
Currently, one in four young women fails to show up for screening appointments. The campaign is urging women to call their GP to book an appointment without delay, with another key message being that spending a few minutes having a smear test could save your life – with cervical cancer highly preventable through regular screening and vaccination.
The campaign is combining social and earned media along with paid activity, such as adverts on Spotify, Facebook, and Instagram to drive people to visit a campaign website that features the film.
Paid activity is being targeted in areas of the UK where a high proportion of young women are not going for screening, such as the North East, North West, Yorkshire & Humber, West Midlands and East of England.
Claudette Malone, Roche client lead at Mind+Matter, said: “Cervical screening is one of those topics that is never discussed, and yet would greatly benefit so many people around the world if we addressed anxieties, uncovered what actually takes place at appointments and raise the importance of this screening.”
She added: “From the moment we kicked off this campaign with the team at Roche Diagnostics, we knew this was an opportunity to do something different, start much-needed conversations, empower women and people with a cervix to own their health and have the confidence to go for their smear tests.”
This content was provided by Evoke Mind+Matter
Company Details
Latest Content from Evoke Mind+Matter
PEGASUS UNVEILS NEW BRAND IDENTITY AS IT CELEBRATES A YEAR AS PART OF ASHFIELD
Pegasus, an Ashfield company, part of UDG Healthcare plc, has unveiled a new brand identity signaling its successful integration with the global business, a year on from acquisition. Conceived by...
PEGASUS AND UCL JOIN FORCES IN INSPIRING HEALTHY DECISIONS
Pegasus, an Ashfield company, part of UDG Healthcare plc, is proud to announce the launch of its new propriety model for planning in health – CHANGE – which was developed...
Pegasus scoops five ‘Consultancy’ wins, making 2016 a stellar year for the health comms consultancy
Pegasus, an Ashfield company, part of UDG Healthcare plc, last night scooped its fifth ‘consultancy’ award of the year at the PRCA Awards in London’s Park Lane where it secured...
Pegasus crowned PR Week’s Specialist Consultancy of the Year, making a hat-trick of Consultancy wins in 2016!
Pegasus, an Ashfield company, part of UDG Healthcare plc, is delighted to have been crowned Specialist Consultancy of the Year at this week’s prestigious PR Week Awards. The accolade tops...
Double win at Communiqué 2016: Pegasus scoops awards for Consultancy of the Year (for the second time!) and Excellence in Media Relations
Pegasus, an Ashfield company, part of UDG Healthcare plc, is delighted to have won the prestigious Consultancy of the Year award at the 2016 Communiqué Awards in London. The judges...
Pharma & life sciences division growth allows Pegasus to fill three new senior positions
Pegasus has expanded its pharma & life sciences senior team by appointing a new Associate Director and promoting two members of the existing team to Account Directors.
“Most eye-catching” agency Pegasus scoops the ‘EMEA Healthcare PR Consultancy of the Year’ at Sabre Awards
Pegasus wins the prestigious “EMEA Healthcare PR Consultancy of the Year” award at the recent Sabre Awards in Berlin, organised by The Holmes Report.
PEGASUS JOINS ASHFIELD HEALTHCARE COMMUNICATIONS
Pegasus, one of the most successful integrated healthcare communications consultancies in the UK, has today announced it has been acquired by UDG Healthcare plc, a FTSE 250 listed international provider...
It’s a digital hat trick for Pegasus as it scoops GOLD and two SILVERS at the PM Society Digital Awards 2016
Pegasus received three top accolades at the PM Society Digital Media Awards 2016, including gold for the highly acclaimed Craft: Best Innovation award with Biogen’s MS Explorer, and two silvers...
What we do and who we do it for | Pegasus
We’ve built a new type of health communications consultancy. One that believes in a ‘health first, sector second’ approach. One that connects with every stakeholder. One that blends traditional, digital...