NFP Cervical Cancer Campaign

For this university brief we had to produce an integrated campaign to encourage women between the ages of 24-29 in the North West of England to go for regular scans.If the project was successful, the campaign would go live in January, which was a really exciting opportunity, so I decided to try and think of something a little different to the many awareness campaigns already in the media.

Early on in the project, through feedback from a focus group, it was decided that there were four main reasons women avoid going to cervical screenings: fear, embarassment, time and forgetful- ness. I’ve decided to focus on the aspect of time, mainly because the length of time it takes to have a screening is so largely misunderstood.

Many women have such busy lives, that finding a free afternoon to have the prodcedure seems impossible; so my concept is centered around the idea that it only takes ‘10 minutes’. I have done this by comparing the time wasting behaviour many women partake in, with the 10 minutes it would take to have the procedure. I have targeted a number of different locations, and adapted the imagery and copy of my designs for each one, to make it appeal to as many women as possible.

The target audience was likely to ignore an entirely print based campaign, so I felt a guerilla campaign was therefore most likely to grab their attention. It is based around locations where women waste time, either on purpose or by accident. The three main examples I have chosen to develop are a bus stop poster, ladies toilets in a pub, and a takeaway coffee mug. In each example, someone has taken the message of the screen- ings into their own hands, and has spread it in their own way, either through grafitti or taking over a station platform sign etc.

The print part of the campaign focuses on women’s magazines - a very popular way of ‘wasting’ 10 or so minutes. It is based on a puzzles page many magazines feature, except this one has the added ‘graffiti’ on it.

The hashtag #10spareminutes would be promoted on Twitter to draw interest to the campaign. It would involve women tweeting embarassing activities they do when they have some spare time on their hands. Hopefully women reading the tweets will appreciate that everyone wastes time in the same meaningless ways, but that will push them to spend their time more wisely.

My submission for this brief won runner up in the competition, and elements of my guerilla campaign were introduced into the winning campaign.