The brief

To mark and champion Cervical Cancer Prevention Week.

Jo’s Cervical Cancer Trust, the UK’s leading cervical cancer charity wanted a strong campaign visual to support the digital #SmearForSmear selfie campaign. The campaign poster was to be distributed across washrooms in service stations, clubs and pubs nationwide.

Our solution

The creative was realised as a personal message written in lipstick across a mirror of the simple reality that cervical cancer is preventable and calling out for women to get involved and post pictures of themselves smearing lipstick. We had previously taken photos of volunteers smearing their lipstick in a photoshoot to create a photolibrary [link] for charity.

Jo’s Cervical Cancer Trust’s #SmearForSmear campaign had 14,975 mentions on Twitter and a reach of 109.3m in just one week.

Traffic to the ‘Jo’s Cervical Cancer Trust’ charity website increased by 41% in January (compared to the previous year) and the campaign’s landing page had over 13,000 views to date. By the second day, it had reached 44 million people through all social media channels including Twitter, Facebook and Instagram. Almost 2,000 images had been posted on Instagram alone

The campaign won Communications Campaign of the Year at the Third Sector Awards 2015 and the #smearforsmear campaign continues to run and evolve as an annual campaign.

The services delivered for this campaign included:

• Campaign design
• Photography
• Campaign posters
• Social media assets