2023 Bronze Health and Wellness

Agency: RAPP

Client: Ann Summers

Entry Name: Remove Fear From the Smear

Executive Summary

850 lives are lost to cervical cancer every year in the UK—many deaths are preventable, but women are often anxious about booking a smear test.

Strategy

RAPP asked why more women don’t attend their smear test, when it can be life-saving. Those eligible for cervical screenings tend to fall into two groups: ‘screening scared’ and those who see it as a necessary evil that gets put off or ignored due to the discomfort and vulnerability.

The campaign was designed to overcome these barriers, using behavioural science to reframe perceptions of the screening process. Ann Summers leveraged its position of authority in sexual wellness, partnering with expert influencers to add further weight and relatability.

Creativity

Ann Summers has sold 38 million Rampant Rabbits, and says people don’t have the same fear of the dildo as they do of the speculum. The campaign aimed to show just how similar they are to #RemoveFearFromThe Smear.

A mystery member of the range was launched: The Life Saving One. It was released with an intriguing video on social channels, and in customers emails, showing off the silhouette. Ann Summers added quotes in the style of new product reviews, such as: “Understands your body like nothing else.”

Results

In just one week, the campaign reached 435,300 people: around four times the number who are invited for a cervical screening in that timeframe. Reach was extended through partner influencers Sarah Jayne-Dunn and Dr Frankie, and further through posts from the wider influencer community in the sexual wellness space.

The launch email saw an open rate 22% higher than the benchmark, and the landing page had the second-highest engagement time compared to other landing pages. There were nearly 14,000 engagements with social posts.

Most importantly, the work did #RemoveFearFromTheSmear and increased intention to attend cervical screening by 13%.

The Team

RAPP - Al Mackie, CCO - Jason Cascarina, Deputy Executive Creative Director - Caroline Parkes, Chief Strategy Officer - Gabrielle Ludzker, CEO - Hiten Bhatt, Head of Design - Adela Nash, Creative - Molly Barnes, Creative - Abigail Fisk, Designer - Jamie Marks, Head of Social - Tor Thompson, Business Director -Jordan Miller, Senior Account Manager - Aziza Makame, Social Strategist - Chloe McMahon, Strategy Director - Afua Basoah, Head of Social Impact - Emma Jose, Senior Project Manager - Kara Dawson, Project Manager

Ann Summers - Alex Hastie, Brand Communications Manager - Clara Hemsley, Communications Executive -Alisha Richardson, Communications Executive - Fran Begent, CRM Manager - Himare Alawiye, Customer -Loyalty and Community Manager - Rosie Young, Campaign Manager

Contributors

Spin Brand Social Media Agency, PWR PR & Influencer Marketing Agency