Remove Fear from the Smear

Client: Ann Summers

83% of cervical cancer deaths could be prevented with regular screenings. But every year 4.6 million individuals avoid their appointment with 71% ‘fearing’ them, often due to the speculum - the device used for internal examinations. Since 1972 Ann Summers have sold 38 million Rampant Rabbits. It’s safe to say people don’t have the same fear of the dildo as they do the speculum. We showed just how similar they are and #RemoveFearFromTheSmear. We launched a mystery new toy our audience couldn’t live without. Positioning it as the latest in our iconic range, we teased ‘The Life- Saving One’ with an intriguing video on social channels, and through email to customers, showing off the silhouette of the new ‘toy’. We added quotes in the style of product reviews, like “understands your body like nothing else”. We made the product with 3D printing and spray painting in different textures until we had a speculum in perfect Ann Summers pink. We packaged the new ‘toy’ and sent it to lifestyle and expert influencers in the sexual wellness space. Their unboxing videos, alongside our own launch video revealed the mystery ‘toy’ as a speculum – showing it is “no bigger than a sex toy” as Dr Frankie, our expert put it. We #RemoveFearFromTheSmear and increased intention to attend screenings by 13%. We changed people’s minds about the speculum and cervical screening encouraging open and positive interactions between viewers of the campaign as well as a “Bravo ??” from another authority in women’s health.