• Loading…


Award: Wood Pencil

Wood Pencil / Writing for Advertising / Writing for Press & Poster Advertising / 2011

The HPV viral infection causes a large majority of cases of cervical cancer. A Pap smear, an early detection screening test, can reduce the risks. But the uptake is poor. Why? Lack of knowledge and social taboo. This ad encourages urban Malaysian women aged 21–50 to have their Pap smears through direct and light-hearted long copy in a tongue-in-cheek manner, turning a serious matter into something more accessible and acceptable. Apart from national newspapers, posters were placed in ladies’ rooms in nightclubs, gyms, and food and drink hang-outs in town.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again