The Eve Appeal: Check Me Out

Wunderman Thompson UK has collaborated with national charity, The Eve Appeal, to raise awareness of cervical screening and encourage people to attend their appointments. Figures from the NHS show that around 3,200 British women are diagnosed every year with cervical cancer. Cervical screening prevents around 70% of cervical cancer deaths but, shockingly, less than 70% of eligible women and people with gynae organs between the ages of 25 and 64 took up the offer of free cervical screening last year. If everyone attended their appointment, screening could prevent up to 83% of cervical cancer deaths. There are lots of personal reasons why women and people with gynae organs are reluctant to go to the appointment, but cervical screening is the only preventative test that can stop cancer from developing. The Eve Appeal is the leading national charity funding research and raising awareness of the five gynaecological cancers. Integrated marketing agency, Wunderman Thompson UK, has created a campaign named ‘Check Me Out’ to help the charity raise awareness and encourage people to book their cervical screening appointments. The social film taps into one of the hottest holiday Instagram trends, ‘hot dogs or legs’, and attempts to change the way that women think about their cervical screening appointment in a step-change to the messaging that is more typical of healthcare advertising.