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.