ABOUT

850 lives are lost to cervical cancer every year in the UK 83% of them could be prevented with regular cervical screenings. But, unfortunately, 4.6 million women avoid their screening each year, with 71% actively fearingu2019 them iv. Why? It's largely due to the device used for internal examinations the speculum. In order to #RemoveFearFromTheSmear and reframe people's view of the NHS speculum, we harnessed brand design cues we knew the Ann Summers audience would respond to. Clever design and packaging changes later and the dreaded speculum was stylishly revamped as an object millions would happily use the dildo! Ann Summers is the authority in sexual wellness. We leveraged this credibility not to mention its unmistakeable brand design, look and feel to create and launch a new mystery that women couldn't live without. Then we revealed it was actually a speculum, and no bigger than most sex toys. In one week, 435.3k people saw our message, with 78% saying they were more likely to book their screening after seeing the activity. Some even said it had encouraged them to book there and then. Unprompted reposts from wider influencers, and coverage in the Daily Mail, amplified the message further.