Fruit and flowers as a visual metaphor in social advertising, it is often done. Which makes you giggle or blush mostly. Like this call for self examiniation, thinking of ( • )( • ) for cancer awareness or fruit labels for breastfeeding advocacy. A flower can also be vicarious painful, when talking about FGM for example. Just like here.
Now there is a new campaign. From Scotland and it is about cervical cancer. It highlights the importance of women attending their routine smear test launches today. The campaigns video features a bunch of flowers. The camera zooms in on one flower. As the metaphor which I already was talking about. Well done.
The best part is surely the voiceover in an unmistakable Scottish accent which urges women to “stop fannying around”.
The campaign, created by the Leith Agency for NHS Health Scotland and Scottish Government, targets 25 – 35-year-old women in Scotland, the demographic who are most at risk of developing cervical cancer but who also have one of the lowest screening attendance rates.
Troy Farnworth, Creative Director at Leith:
6 women are diagnosed with cervical cancer every week in Scotland and a smear test can help detect cells that could turn into cancer. But we know from research that the embarrassment of having a smear test is enough to put women off going. Using a blend of live photography and computer generated modelling, we’ve created an unsettling film to confront our audience with the fact that a smear test may be embarrassing but it could save your life.
The film runs across targeted social media channels from 8th February while a customised version will also be screened in cinemas.
Message: Six women are diagnosed with cervical cancer each week in Scotland. Don’t ignore your smear invite. Let’s nip cervical cancer in the bud. A smear test can detect cells that could turn into cancer.
The campaign is part of a wider detect early campaign from Healthier Scotland and NHS Scotland.