The Eve Appeal. Whatever Gets You Going.​

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the challenge.   Cervical cancer screenings save roughly 5000 lives a year in the UK. However, 5 million people missed theirs in 2024. How could we encourage those eligible for their first screening (people with a cervix aged 24.5+) to get this life saving check, without using the scare tactics employed by other awareness campaigns?

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the work. Our insight was simple. While many awareness campaigns focus on the fear of getting cancer, our research revealed the bigger immediate fear: the screening itself. To this point, it also revealed that while this audience feels very comfortable speaking about sexual preferences and consent, they didn’t know what they could ask for in a medical setting - leading to further fears about the test. In response, we crafted ‘Whatever Gets You Going’ -  a campaign using bold, provocative copy with empowering imagery that introduced our audience to what might make them feel more comfortable (smaller speculum, bringing a friend, lying on your side) in order to get them to advocate for themselves.

We pitched this proactive work to the Eve Appeal, who absolutely loved it, and immediately wanted to get involved. Partnering also with Open Media who donated hundreds of thousands of pounds of OOH digital space, we were able to spread this message across major high footfall zones across the country.

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the results. Launched during Cervical Cancer Prevention Week, ‘Whatever Gets You Going’ went live nationwide on digital out of home, social media (paid and organic), GP surgery posters and informative leaflets. We received glowing coverage from industry press and associated women’s health brands, and Open Media’s final impact report showed that over the course of the 3 week OOH campaign, we reached 6,541,872 people. On a personal note, this was an important project for me as my Senior Designer Becky had cervical cancer herself. This whole campaign was a creative response to her own experience, and it was a privilege to help support her in bringing it to life. Overall, we empowered people with the knowledge that appointment rooms and bedrooms aren’t so different. As it happens, in both, you can ask for whatever gets you going.

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