The Eve Appeal
Whatever Gets You Going

The ambition
2023 saw a 10-year low in cervical screening checks. Knowing first-hand just how vital these checks are, cervical cancer survivor and Senior Creative, Becky, wanted to prevent as many others as possible going through what she did.

The insight
Previous awareness campaigns were patronising, daunting or non-existent, using scare tactics and focusing on symptoms. Teaching us to know our bodies but not our options.

We saw an opportunity to tap into this generation’s sex positivity and address the real reasons people don’t attend screenings – fear and not knowing what to expect.

The idea
By addressing this fear and sharing information, we are equipping people with the tools and knowledge they need to advocate for themselves.

Whatever gets you going reverses the medicalisation of health by making young people’s first cervical screening an opportunity to proudly put their sex positivity and consent tools to use by showing that appointment rooms and bedrooms aren’t that different.

Communication, adjustments and consent are vital and people can ask for whatever gets them going at both.

The impact
The campaign combines practical advice with provocative language and visuals to ensure this campaign is seen, understood and remembered. It addresses the barriers in a positive way and encourages people to book their appointments.

By bringing awareness to this in an attention grabbing way, The Eve Appeal hopes that more people than ever contact their GP for an appointment, can advocate for what they want, and feel more empowered about their health.