Remove Fear from the Smear: Ann Summers and RAPP join forces to destigmatise cervical smear tests

Remove Fear from the Smear: Ann Summers and RAPP join forces to destigmatise cervical smear tests

Leading customer experience agency, RAPP UK has teamed up with sex toy and lingerie brand Ann Summers to create a campaign aimed at destigmatising cervical smear tests and amplifying the need for women to attend cervical screening for their ongoing health. 

The Remove Fear from the Smear campaign aims to counter anxiety often associated with cervical screening by promoting what appears to be a compact new ‘life saving’ sex toy. But it is in fact a speculum, the instrument used during cervical smear tests, that helps to save a lot more than just sex lives. Over recent years there has been a decrease in the percentage of eligible individuals attending their cervical screening, despite the programme preventing 70% of cervical cancer deaths.

The campaign teaser leads customers and followers to believe they are launching a new sex toy, followed by a big reveal where the audience learns that the new ‘toy’ is in fact a speculum – The Life-Saving One.

The integrated campaign, which launched on Monday 19th June, marking the start of National Cervical Screening Week, is running online and on social, as well as the pink speculums appearing in-store alongside signage highlighting pertinent statistics around cervical screening. The campaign is supported by celebrity doctor, Dr Frankie and influencer, Sarah Jayne Dunn who will be sharing content to support the campaign on Instagram.


CCO: Al Mackie
Adela Nash
 Molly Barnes
 Abigail Fisk
Head of Design: 
Hiten Bhatt
Head of Social: 
Jamie Marks
Business Director: 
Tor Warden
Snr Account Director: 
Jordan Miller
Social Strategist: 
Aziza Makame
Strategy Director: 
Chloe McMahon
Head of Social Impact: 
Afua Basoah
Snr Project Manager: 
Emma Jose
Project Manager: 
Kara Dawson
With special thanks to:
 Ann Summers Marketing Team, Spin Brand Social Media Agency and PWR PR & Influencer Marketing Agency.

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