NHS Health Scotland and Scottish Government : Cervical cancer screening by Leith

A brave new marketing campaign highlighting the importance of women attending their routine smear test has launched.

Featuring a flower that bears a striking similarity to a vulva, the campaign urges women to “stop fannying around” and get a smear test by confronting one of the key barriers proven to put women off – it can be embarrassing. The uncompromising campaign, created by The Leith Agency for NHS Health Scotland and Scottish Government, targets 25 - 35-year-old women in Scotland, the demographic who are most at risk of developing cervical cancer but who also have one of the lowest screening attendance rates.