NHS Dudley Public Health has appointed ORB to create a radio, social, outdoor and ambient media campaign with the aim of increasing awareness and uptake of cervical screening amongst 25 to 29-year-old women.
The campaign will focus on increasing the number of women who get a smear test after they are first invited, as well as encouraging regular participation in screening every three years after.
Rob Bloxham, managing director at ORB, said: “We are going to work closely with NHS Dudley Public Health to deliver a creative, engaging and impactful campaign which young women can really identify with. We are looking forward to working on such an important campaign which hopefully challenges attitudes towards cervical screening.”
Part of the campaign will include a dedicated microsite to provide further information about cervical screening.
Joy Boyes, PR and campaigns officer for NHS Dudley Public Health, said: “ORB demonstrated a clear understanding of the aims and objectives of this project, and we’re confident that the team will deliver a campaign which not only educates and reinforces the message of the importance of smear tests, but actively encourages the target audience to book in for the potentially lifesaving screening.”