Open Media partner with The Eve Appeal and Continuous for bold Cervical Cancer Prevention campaign

In an effort to raise awareness about cervical cancer screening, creative agency Continuous has partnered with The Eve Appeal to launch a provocative out-of-home campaign ‘Whatever Gets You Going’. Supported by media owner Open Media, who have generously donated digital billboard space across the UK, the campaign aims to inspire individuals to advocate for themselves at their cervical screening with a fresh, empowering message.

Going live around Cervical Cancer Prevention Week (20th – 26th January 2025), the campaign takes a unique approach, using provocative messaging to dramatise that when it comes to asking for what you want, bedrooms and screening rooms aren’t so different. By capturing attention and then revealing the different things the audience can ask for at their cervical screening, ‘Whatever Gets You Going’ acknowledges the different motivations and challenges people face when it comes to attending screenings, reframing the conversation around this critical health check.

 

Whatever Gets You Going’ holds personal significance for Continuous’ Senior Designer Becky Narito, who helped create this campaign. After avoiding going to her own screening for years, Becky found out that she had cervical cancer when she was 26 years old. This experience allowed her to bring her own unique insight and passion to the project. “I know firsthand how scary it can feel to go to a screening, but I also know how important it is,” said Becky. “This campaign is my way of helping others overcome that fear, and take control of their own health.”

 

Designed to spark conversation and drive action, the campaign’s headlines —such as “Size matters” and “Three isn’t a crowd”—are being showcased on billboards in high-visibility locations thanks to Open Media’s generous support. However, these provocative headlines are actually highlighting facts people may not know that they can ask for at their screenings, such as asking for a smaller speculum, or bringing a friend. By bringing awareness to this in an attention grabbing way, the hope from The Eve Appeal is that more people than ever can advocate for what they want, and feel more empowered about their health.

 

“Cervical screening saves lives, but we know it’s not always easy to make it a priority,” said Athena Lamnisos, CEO of The Eve Appeal. “This campaign connects with people in a way you wouldn’t expect from a women’s health campaign. And it’s exactly that which at The Eve Appeal, we want to do – breaking down stigma, and showing that whatever gets you going to your screening, it’s worth it.”

 

“When you look at other screening campaigns, they’re either patronising, daunting, or worse, nonexistent” said Olivia Downing, Associate Creative Director at Continuous. “Our campaign set out to speak to our audience in a memorable, accessible way about the small things that might really make the difference in whether or not you go to what could ultimately be a life-saving screening.” Open Media’s contribution of over £200,000 of digital media space ensures the campaign reaches millions of people during

Cervical Cancer Prevention Week.

 

“We’re proud to support this vital campaign and amplify its message,” said Michael Davies, Senior Marketing & Partnerships Executive at Open Media. “It’s exactly the kind of cause we’re committed to championing.”

Cervical cancer is preventable, and early detection through regular screenings can be life-saving. Despite this, participation rates remain low, particularly in some communities. ‘Whatever Gets You Going’ seeks to normalise conversations, and remind people that when cervical screening literally saves lives, do whatever gets you going.

 

For more information on cervical screening and The Eve Appeal’s work, visit www.eveappeal.org.uk.