Brief: At the moment the percieved negatives of a cervical screening test outweigh the positives, so many women do not take up their invitation to attend their appointment. Create a campaign to encourage more eligible women (25-64) to book and attend their appointments. You should convey how worthwhile getting the test is; although the process is not pleasant, it could save your life.
Research: 1 in 4 women in Scotland do not attend their cervical screening test and there are numerous reasons for this including; being too busy, not knowing what it is, thinking they are immune because they've had the HPV vaccine, they are young and healthy so are not worried, feeling embarrassment about their body, and not knowing what to expect, to name a few.
Concept: Use the classic Disney stories which are well known to women of all ages, to explore the reasons women don't attend their cervical screening, with the resolution that it is worthwhile to go.
The campaign focuses on videos shown on TV, in the cinema and online, which take a look at the unseen side of Disney princess' lives, including attending a cervical screening. We see their reaction to the invitation, their concerns and the resolution that is it worthwhile to attend.
Cinderella Video Storyboard
Each video explores a different reason women do not attend their cervical screenings, in a Disney-esque way which softens the delivery of what some consider a scary or taboo topic, while opening up an under-discussed issue and leaving behind a meaningful message.
The Little Mermaid Video Storyboard
Snow White Video Storyboard
Movie-style posters keep the Disney charm alive, as we provide an overview of each princess' Cervical Screening journey. These posters will be placed in cinemas, in bus shelters and on electronic posters around cities in Scotland.
Outdoor stunts add a physical element to the campaign, and adds a touch of Disney magic to public spaces, to gain people's attention and direct people to the videos in unexpected places.
Women are targeted more directly in changing rooms inside high-street stores. Here they will find a princess dress because - following the Fairy Godmother's (or other helpful sidekick's) advice - they have changed into something more comfortable to go for their Cervical Screening.
Along with the dress to catch women's attention, there are posters which explain the dress being there, the importance of attending the appointment and information about how to book their test.
