Spearheaded by company RAPP UK and British lingerie and intercourse toy model Ann Summers, the Take away Worry from the Smear marketing campaign is a life-saving one.
With hopes to destigmatise cervical screenings and to empower ladies to attend them, the marketing campaign’s star is a brand new, ‘life-saving intercourse toy’. Really, it’s a speculum – the sort used for cervical screening exams.
In true product launch vogue, the marketing campaign’s video has all of the makings of an actual one. Upbeat pop music, dramatic product close-ups, and coy copy give approach to the marketing campaign’s core message.
The large reveal comes with the textual content: “The Life-Saving One […] Helps the NHS save 5,000 lives every year from cervical most cancers”. A call-to-action to guide for cervical screening follows.
The built-in marketing campaign launched on 19 June 2023 to commemorate Nationwide Cervical Screening Week. Distinguished on-line and offline, pink speculums appeared in-store beside key statistics about cervical screenings.
In the end, the target is to take away the worry of speaking about cervical screenings (the smears) exterior a scientific surroundings. Common screenings might stop not less than 83% of deaths yearly.
“Ladies aged between 25-29 are the least more likely to attend their cervical smear take a look at and in addition Ann Summer season’s core buyer base – making this partnership extremely highly effective. By offering this new and tremendous inventive lens for girls to consider the method of cervical screening, we hope they may see there actually isn’t any have to ‘worry the smear’,” stated Afua Basoah, RAPP UK’s Head of Well being and Social Influence.
Ann Summers recognises varied elements which will deter one from testing – just like the speculum’s dimension. Nevertheless, as confirmed by its marketing campaign video, a speculum is about the identical dimension as a intercourse toy. Because the model talks overtly about sexual pleasure and wellness, its connection to cervical well being performs a related function too.
