Sex toy and lingerie retailer Ann Summers is looking to destigmatise cervical smear tests and communicate their vital importance to women with its latest integrated campaign.
The social-first campaign was launched at the beginning of National Cervical Screening Week on Monday, 19 June. It humorously compares the instrument used for a cervical smear test (speculum) to Ann Summers’ sex toy range, highlighting how ‘life-saving’ these tests can be in helping women fight cervical cancer.
‘Remove Fear from the Smear’ was launched after research showed that there has been a decrease in the percentage of eligible individuals attending their cervical screening in recent years, despite the process preventing 70% of cervical cancer deaths.
Created by London agency RAPP UK, the campaign coincides with National Cervical Screening Week, with assets set to run across online, social media and through in-store retail activations highlighting the speculum’s role in smear tests.
Instagram celebrity Dr. Frankie and influencer Sarah Jayne Dunn have also been enlisted to help boost the campaign’s reach across social channels.
To learn more about this cheeky but important campaign, we spoke to Molly Barnes and Adela Nash, Creatives at RAPP.
What was the brief?
There was none! When we went through the process of having our first cervical screening we realised we were completely uneducated and a little scared. After catching up with our mates it was clear we were not alone.
Turns out 4.6 million people avoid their cervical screening but if they all attended them regularly 83% of deaths from cervical cancer could be prevented. Our brief was born - Remove Fear From The Smear.
How did the initial pitch/brainstorming phase go?
Given this was a proactive idea, we wanted to make sure we pitched it to a brand that values women's health and wellness. Ann Summers are the perfect partner because they are on every high street, they are affordable, accessible and a destination for our audience, women aged 25-29 who are least likely to attend a cervical screening of any age group.
Ann Summers loved the idea, which we were ecstatic with, and they agreed to partner with us to bring the campaign to life. Being a key player in female empowerment, embracing pleasure and sexual wellness made them a perfect match.
What was the process behind ideating the concept?
This all started when we had our first cervical screening experience. It was all new and daunting to us, and apparently every other person going to a smear too. When the invitation letter in the post arrives all most people know is speculation and rumours.
One of the fears surrounding cervical screening is the process itself and how big the speculum is (the device the nurse uses to open the vagina walls so they can take a sample).
It was important to reframe the scary connotations and show that it is no bigger than most sex toys, which they may already enjoy and therefore remove fear from the smear. We thought about different reasons for fear of the process too – we talked a lot about making sure that whilst we were bringing a light-hearted tone, we weren’t diminishing the feelings people have towards it – especially sometimes coming from serious trauma.
What was the production process like?
Making an NHS speculum look and feel similar to a sex toy was a challenge. Only ever dealing with 4 speculums between us both in our lifetime and then suddenly we were knee deep in them!
First off, we needed a speculum that would fit in with the Ann Summers world, so we got experimenting. Prototypes were created out of real speculums and different shades of pink spray paint. We then worked with our in-house CGI team and created a digital 3D model based on the NHS specifications and the Ann Summers pink. To make the speculum feel even more like a sex toy we 3D printed it in a silicone material.
The digital 3D model speculum was used to create assets for Ann Summers to share on social. They teased a new product launch for a toy that you ‘couldn’t live without’, only to later reveal that it was actually a hot pink speculum.
Alongside this, we worked with PWR to create branded boxes for our unboxing part of the campaign where we sent out medically approved speculums, with special textures in Ann Summers brand colours as a ‘new product’ to influencers.
What was the biggest challenge during production? How did you overcome it?
Creating a speculum that met NHS specfications and that was on brand for Ann Summers.
We wanted to get the best, most realistic version of a speculum that reflected our message clearly without looking scary or big. We faced our most challenging problem finding 3D printer services that would print in the colour, material and size we wanted. Eventually the only clear solution was to buy our own 3D printer and print it ourselves.
What kit/tools/software were used to create the project?
This campaign saw us create an Ann Summers pink speculum, as well as the development of a tease and launch CGI video.
Programme to create the CGI speculum: Blender
3D Printer: Creality Ender -3 S1 Pro
Medically approved speculum: Ultraspec vaginal speculum
What is one funny or notable thing that happened during production?
During production we had to buy comparision sex toys from Ann Summers, so you can imagine the faces in our office’s communal lift when people saw us with a handful of dildos.
What’s the main message of this project and why does it matter?
#RemoveFearFromTheSmear.
The speculum has the potential to prevent 83% of cervical cancer deaths in the UK, so we had to get everyone attending their cervical screening. We opened women’s eyes (and legs) by proving that the average speculum isn’t any bigger than most sex toys.
The purpose of this campaign was to drive awareness of cervical screening and encourage bookings. This is important because over the years there has been a decrease in the percentage of eligible individuals attending their cervical screening, despite the programme helping to save around 5,000 lives annually. Encouraging appointment attendance matters because it could save even more.
How long did it take from inception to delivery?
The campaign was turned around quickly. Green light to live date was around 8 weeks.
What do you hope it achieves for the brand?
That the brand is recognised for being a driver for not just sexual health but women’s health and wellness too.
Credit list for the work?
- Al Mackie, Chief Creative Officer
- Adela Nash, Creative
- Molly Barnes, Creative
- Jamie Marks, Social Director
- Tor Tompson, Business Director
- Jordan Miller, Senior Account Director
- Aziza Makame, Social Media Strategist
- Chloe McMahon, Strategy Director
- Afua Basoah, Health & Social Impact Strategist
- Emma Jose, Senior Project Manager
- Kara Dawson, Project Manager
- Abigail Fisk, Midweight Designer
- Hiten Bhatt, Head of Design
- Oliver Swift,
