Canesten D&AD
Brief made by Canesten and D&AD:
‘Identify a specific taboo within female intimate health and develop an innovative service, campaign, new product or packaging experience that boldly helps Canesten break down that taboo. Your solution should empower women, girls and non-binary people to speak openly. No more whispering in the pharmacy; Canesten wants to empower everyone to seek information and find effective solutions, ultimately liberating them from shame and discomfort.’
Almost 60% of women in the UK attend cervical screenings, with ‘more than five million’ (NHS England, 2024) not up to date on their tests. A third of women ‘said embarrassment caused them to delay getting a smear test’. (Silver, 2018). Carried out in 2018 by BBC News, a survey found young women are ‘embarrassed to attend smear tests because of their body shape (35%), the appearance of their vulva (34%) and concerns over smell (38%).’
With a harrowing ‘0.9% and 1.9%’ (Subramanian, Binukumar Bhaskarapillai and Radhakrishnan Jayakrishnan, 2024) of people in India attending cervical screenings, it is clear to see where the problems lie. India accounts for 15.2 percent’ (Ferlay et al., 2010) of the total cervical cancer deaths in the world. Where many individuals are illiterate and uneducated about women’s health, FR33’s aim is to provide accessible and easy to read information about the importance of getting tested.
A Pap Smear (or Cervical Screening) takes only 3 minutes to complete. This fact is one many people do not know, and is the center of FR33’s design motives. Depicting several examples of alternative everyday tasks you can complete in just 3 minutes, FR33 plays on the humourous side of society’s conscience, whilst adhering to both Britain and India’s familiarity. Poster topics include - Boiling an egg - Folding a bedsheet - Getting a printer to work.
Pasted in urban areas of both Britain and India, this campaign gives individuals the push they need to book the ever so important cervical test, with a QR code that links them directly to their health board. Creating a visual language that speaks to both British and Indian society, the posters will be selected based on their appropriateness within society. A broken printer is a British relevant time restraint. Whereas the action of boiling an egg is a more universal activity.
Creating a way in which individuals can easily find information about cervical screenings, and book the important health tests. In addition to the illustrative posters, a QR code informative designed will be made to allow those to quickly book pap smear tests/learn more.
