Convince Scottish women that cervical screenings are worth the unpleasantness, because they really do safe lives.
More than a third of women are failing to get their cervical screening because they feel embarrassed.
Speculums are world wide known as a 'Beak'.
Tell women that the nurse doesn’t give a duck about their body shape, the appearance of their vulva, or their vagina’s smell, they just want to save your live with a cervical screening.
These visuals will be placed as posters at busy shopping streets, such Prince's Street, and in women magazines to reach our older audience like No.1. & MyWeekly.
Women will be able to share their Facebook profile picture with a duck filter to show that they had a cervical screening and encourage others to do the same.
The commercial starts with the Scottish Comedian Janey Godley, at the pub drink a few pints (while ignoring the letter to get her screening done later in that same the day). She starts to see ducks everywhere when going back home, to the point of relief when she gets inside her own house. She decides to go for a bath to relax, and that’s where plastic ducks start moving towards her, in-between her legs. The duck then transforms into a speculum and zooms out to a scene where Janey is at the nurse’s office getting checked.
Radio ad would highlight that all the worries women have about the cervical screening is nothing compared to the incredible benefit it has of saving lives.
We'll place pictures of ducks on places where women face their insecurities to remind them: 'the nurse doesn't give a duck'.
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