Scottish Government and NHS: Stop Fannying About And Get Your Smear Test

The Scottish Government and NHS Health Scotland, government bodies in the UK, convinced 19% of 25 to 34-year-olds to have a smear test in Scotland as a result of its digital campaign.

Executive Summary

Objective

Increase the proportion of women in Scotland who do their smear test (focused on 25-34s, C2DE - the lowest uptake group).

Scale of the task

There are few health checks women hate more than the dreaded smear test. Many young women bin their invitation on sight. This paper shows how even a topic as unwelcome as a cold speculum up the vagina, can harness the power of emotionally intelligent creativity.

Many a client would have laughed appreciatively at the concept for this advertising campaign, before progressing with something 'a little less risky'. Particularly a Government client. Because...

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