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Jo’s Cervical Cancer Trust

Charity Campaign to mark Cervical Cancer Awareness Week

Jo’s Cervical Cancer Trust

Charity Campaign to mark Cervical Cancer Awareness Week

To mark and champion Cervical Cancer Awareness Week – Jo’s Cervical Cancer Trust wanted a strong campaign visual to support the digital #SmearForSmear selfie campaign. The creative was realised as a personal message written in lipstick across a mirror of the simple reality that cervical cancer is preventable and calling out for women to get involved and post pictures of themselves smearing lipstick. The poster was distributed across washrooms in service stations, clubs and pubs nationwide.

Jo’s Cervical Cancer Trust’s #SmearForSmear campaign had 14,975 mentions on Twitter and a reach of 109.3m in just one week.

Traffic to the charity’s website increased by 41% in January (compared to the previous year) and the campaign’s landing page had over 13,000 views to date. By the second day, it had reached 44 million people through all social media channels including Twitter, Facebook and Instagram. Almost 2,000 images had been posted on Instagram alone

The campaign won Communications Campaign of the Year at the Third Sector Awards 2015.