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Eye of the Cervix

Award: Wood Pencil

Wood Pencil / TV & Cinema Advertising / Cinema Sponsorship Credits / 2010

Although cervical cancer is highly preventable, it’s the third most lethal form of cancer among women. And while it may be uncomfortable, having a Pap test doesn’t take long. To communicate this, we ran 15 experiential cinema spots in theatres across British Columbia. Literally shot from the eye of a cervix, the spots begin with actual theatre curtains opening to reveal a doctor performing a Pap test in real time. After the quick procedure, the theatre curtains close. A super projected on the curtains reads: ‘It doesn’t take long to prevent cervical cancer. Remember to book regular Pap tests’.

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