By Gillian West, Social media manager

February 8, 2017 | 2 min read

NHS Health Scotland and the Scottish Government have joined forces with Leith to launch a new campaign urging women to ‘stop fannying around’ and get a smear test.

The creative, which aims to highlight the importance of attending routine smear tests, features a flower that bears striking similarity to a vulva and confronts one of the key barriers proven to put women off attending routine smear tests – embarrassment.

“Six women are diagnosed with cervical cancer every week in Scotland and a smear test can help detect cells that could turn into cancer. But we know from research that the embarrassment of having a smear test is enough to put women off going,” explained Leith creative director, Troy Farnworth.

“Using a blend of live photography and computer generated modelling, we’ve created an unsettling film to confront our audience with the fact that a smear test may be embarrassing but it could save your life.”

Aimed at women aged 25-35 years-old, the film, which was produced through MTP with post production by Absolute, will run across targeted social media channels from today (Wednesday 8 February) with a customised version to be screened in cinemas.

Creative Leith Agency

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