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ORB lands smear test brief
23rd January 2012. Posted by Lucas Owen.
Branding specialist ORB has won a competitive pitch to deliver a campaign to encourage uptake of cervical screening in the Dudley area.
ORB will be working with NHS Dudley Public Health to create a radio, social, outdoor and ambient media campaign with the aim of increasing awareness and uptake amongst 25-29-year-old women.
As part of a social marketing project the campaign will focus on increasing the uptake of cervical screening (smear tests) by women who are invited for the first time, as well as encouraging regular participation in screening every three years by all 25-29 year olds.
The branding specialist will also create a dedicated micro-site to engage young women and provide further information on the importance of cervical screening.
Rob Bloxham, managing director at ORB, says: “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.”
Reducing the risk of cervical cancer is dependent on high levels of women accepting their invitation for cervical screening from the age of 25 years onwards. However, concentrating on women aged 25-29 is important as those not attending screening at this age tend not to take up screening later on.
Joy Boyes, PR and campaigns officer for NHS Dudley Public Health, comments: “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.”