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.
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