The Brief

"We would like to create a digital social media campaign to encourage people, specifically from the ages of 25 – 29 to attend their cervical screening. You may choose to target all Southwark residents with a cervix between the age of 25 and 29, or more specifically just the subset of this group who are from Asian, Mixed and Latin American ethnic groups as cervical screening uptake is lower in those from these ethnic backgrounds. We would like the key messages to be concise enough to share on a variety of social media platforms such as Instagram and TikTok. The NHS Long Term Plan has set the ambition for 75% of cancers to be diagnosed at stages 1 & 2 by 2028. We hope this campaign can support this ambition and encourage uptake of cervical screening which is one of the 3 national cancer screening programmes (cervical, breast and bowel)."

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The Concept

This NHS campaign, designed for people aged 25-29, aims to inform, reassure, and connect with its audience about cervical cancer screening. Research shows that the majority of individuals who don't participate in screenings have the intention to go but keep putting it off. Insights from focus groups and interviews reveal that women, particularly from ethnic minority backgrounds like South Asian cultures, often prioritise family and work responsibilities over their own health, leading to low attendance at screening appointments. The reel delivers a relatable message, urging viewers not to let screening appointments get lost in their long list of to-do’s. The accompanying post offers more details about the screening process, aiming to encourage proactive health behaviours within the target demographic.