The brief

Jo’s Cervical Cancer Trust wanted to create an impactful campaign to mark Cervical Screening Awareness Week.

The campaign and poster was to be run on the London underground to raise awareness of the importance of regular cervical screening.

Our solution

The campaign we created used the iconic phrase often used on the underground and transport platforms – Mind the Gap. The phrase is used across the world to remind travellers to watch out for the gap between the platform and the train. For the campaign, we used the phrase in context, to remind women to watch out for leaving too big a gap in between their invitation and appointment for cervical screenings.

Jo’s Cervical Cancer Trust’s aim is to encourage women aged 25-49 to book a test as soon as they receive their invite and not to leave a gap.

The campaign ran for two weeks across the London Underground.

See more about the campaign here.