Liverpool businesses join forces for Cervical Cancer campaign

Continuous and Open Media are working together on a new campaign to tackle a 10-year low cervical screening uptake.

Ahead of this year’s Cervical Cancer Prevention Week (21-28 January), they have launched a provocative out of home campaign for The Eve Appeal charity.

For Continuous’ Senior Creative, Becky Narito, the campaign is personal:

“In 2013 I was diagnosed with cervical cancer. I’d been ignoring the letters inviting me for screening, and the reason was just sheer fear. I’d never had any kind of examination like that and didn’t know what to expect. Combined with seeing awareness campaigns employing scare tactics, I felt powerless, out of control, and scared.

“Now 11 years later and having been given the all clear, I wanted to prevent as many others as possible going through what I did. At Continuous we have our ‘Alternative View’ programme that allows us to tackle personal or under-represented challenges with impactful creativity to redefine what’s possible, and so ‘Whatever gets you going’ was born.”

According to the NHS Cervical Screening Programme, in 2023 screening uptake in England fell to a 10-year low, with a third of people with a cervix aged 25-64 avoiding the vital health check.

The national campaign is about empowering people who need screenings with the tools and knowledge they need to advocate for themselves.

“When you look at other screening campaigns, they’re either patronising, daunting, or worse, non-existent,” said Olivia Downing, Associate Creative Director at Continuous.

“Driven by an all-female team, our campaign speaks to people in an insightful, relatable and accessible way. It’s about understanding and highlighting how those small things could really make the difference in whether or not you go to what could ultimately be a life-saving screening. And in light of recent press reports about gynaecological waiting times doubling, it’s even more important than ever to get checked out.”

‘Whatever gets you going’ has been designed to acknowledge the different motivations and challenges people face when it comes to attending screenings, aiming to reframe the conversation around this critical health check.

“Cervical screening saves lives, but we know it’s not always easy for everyone,’ explained Athena Lamnisos, CEO of The Eve Appeal.

“This campaign connects with people in a way you wouldn’t expect and shares empowering tips on what you can ask for to help make your screening appointment more comfortable. This Cervical Cancer Prevention Week, we want to share information around cervical screening, open up conversations and break down stigma. We want everyone to know that support and information is there that might help you – the message is clear – whatever gets you going, is worth it in terms of reducing your cancer risk.”

Open Media has donated digital billboard space across the UK throughout January to reach millions of people during Cervical Cancer Prevention Week and beyond. 

“We’re proud to support this vital campaign by amplifying its message and impact. At Open, we embrace a philosophy anchored in collaborative, creative partnerships such as this with The Eve Appeal and Continuous. It’s exactly the kind of cause we’re committed to championing,” said  Michael Davies, Senior Marketing & Partnerships Executive at Open Media.

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