Making Cervical cancer a thing of the past
Smear… yuck! It’s an ugly word. And re-branding it to cervical screening hasn’t fooled women either – it still means uncomfortable small talk, knickers down and a stranger poking around in your parts.
It was time to challenge that. This was our opportunity to build a campaign with purpose.
Roche Diagnostics’ vision is to make cervical cancer a thing of the past and that grand vision deserved a bold campaign to create cut-through to our audience.
'The Smear Word' campaign aimed to break down social taboos around cervical screening, using unfiltered female voices to connect and educate our audience. Multi-award winning including a Brand Film award for the Healthcare category and best multi-channel campaign at the Influencer Marketing awards.
Our feature film was crafted by a team of women and people with a cervix; something I had felt important from the start due to the sensitive nature of the content. We also did our best to work to the Albert sustainability production guidelines, employing and eating locally to reduce our carbon footprint and waste.
Concept/Design/Art Direction/Storyboarding
