This comes as rates of cervical screening are at a 20-year low, with one in four eligible women (those aged 25-64) not attending when invited.
Bauer’s in-house creative agency Bauer Adventure have collaborated with PHE on the campaign which is aiming to open up the conversation on cervical screening and empower women to attend when invited by dispelling any myths and normalising the process.
Female solidarity is at the heart of the campaign and will take a candid look at the realities of the screening process through the eyes of celebrities and real women in a multi-platform campaign targeting women of all demographics.
Championed by magazine brands including Grazia, heat and Closer across print, social and online, the campaign has been supported by three influencers in Gemma Cairney, Megan Barton-Hanson and Danielle Lloyd to front tailor-made branded content. They will share their experiences of screening tests and encourage audiences to get screened.
Abby Carvosso Group Managing Director Bauer Media Advertising, said: “We are honoured to be involved in Public Health England’s first-ever national cervical screening campaign. In light of the shockingly low statistics on cervical screening uptake, we believe that through our magazine brands we can attract our audiences’ attention to this vital campaign and help drive cultural change.”
The Bauer campaign will also feature a selection of “real women” sharing their experiences of cervical screening, in addition to bespoke editorial content featured in print and online for Take a Break and that’s life.
The partnership is part of PHE’s wider national ‘Cervical Screening Saves Lives’ campaign and runs from 5th March until 28th April. The Bauer campaign encompasses a suite of bespoke editorial content across print, social and digital platforms in Grazia, heat, Closer, Take a Break, that’s life.