Cervical screening health promotion using Transgender model - counterproductive?

Without reading the words I would assume it’s an ad for mental health awareness for young men.

Maybe stick a picture of a middle aged, menopausal woman on there and I would notice it.

Why do people think it's a good thing "if it's in a mix of other women"? The number of women who are actually male presenting is vanishingly small in comparison to the overall female population. It's also vanishingly small in comparison to any group of women. There are more blind and partially sighted women, women using wheelchairs, Polish-speaking women, Romanian-speaking women, Urdu speaking-women, more traveller women and Romani women - and honestly the list goes ON - than women who think they're men. So unless ALL the other categories of women are also targeted, why is it good that this very, very, very tiny group are? And arguably, no matter how you sub-divide women, this handful of women are likely to know more about the reproductive system that they apparently hate so much they want to be men (even when they give birth..) than any other group, purely because they'll have been to the dr apparently to get hormones or surgery etc.

So again, why is it valuable to feature such a minuscule group?

Btw - I'm not saying they don't matter. I'm saying when there's a lack of resources, why is this group featured in campaigns when the reach of that part of the campaign is so tiny, while other groups of women are left out?

Yep.

Mixed messages. Some women would be completely confused by that ad.

for that target audience, having someone well known and words relating to cervical cancer unmissable beside them would work much better than this.

Yes. A known NB might be useful. I doubt anyone could afford Demi Lovato or UK equivalent but they would a choice in the correct age demographic of those who qualify for screening.

Trying to appeal to woke sensibilities but using the word "woman" for someone identifying as a man is an utterly bizarre decision. Way to alienate many people.

Language and imagery is used for communication. This adverts communicates to me that men should go for a smear test.

Surely the objective of these campaigns is to reach as many of your target audience as possible. If they were advertising a product aimed at women this advert would never be used.

Adverts about women’s health issues should feature women not someone who looks like a man. If should feature women from all ethnicities so that it reaches those women. The people who create these adverts are falling over themselves to be ‘inclusive’, the reality in fact is that they are ‘excluding’ the very people that need the message. And it’s all paid for by us!

if its in with a mix of other people I think its a good thing, but only if their is a matching campaign for prostate exams with a TW.

I have heard that there are TW who waste and resources demanding smear tests and all sorts, they need to understand they can not escape nature.

however if this is the only advert and it is in total isolation and there are no other women used and no male version then it is bollocks

So they'll be using a trans woman for prostate cancer campaigns, right?

I don't think I have a problem with it. It quite clearly shows a woman who identifies as a man under the text quite clearly relating to women and cancer.

If you were scrolling or flicking past, would you even notice?

The give away signs are there, sure, but is this person going to stop you scrolling/flicking long enough to pick up this could be aimed at you if you were a transitioned female?

As someone suggested upthread, for that target audience, having someone well known and words relating to cervical cancer unmissable beside them would work much better than this.

And I think transitioned females SHOULD have their own messaging and their own ads. Because they need to know this.

Of course, there needs to be a budget to do a separate campaign though too.

At least they said women. Agree, not the age group they want and both picture and hashtag obscure the message rather than amplify it, but they said women. Isn't it sad that I am pathetically grateful for this?

Will it? They're implying the model is a woman. Terfy.

of course it’s a bollox advert in terms of ‘will it get women 50-64 booking in’ but I’ve no doubt that it will stop whatever emails they’ve been getting from stonewall telling them they’re lack of trans inclusive messaging is going to drop them down the “best employers list”….

If this was a series of ads that included a few different versions, it would be ok to have a transitioned female model.

But the text is really not going to be feel relevant to anyone under 50. And women over 50 are going to flick or scroll past it as the image is not relevant to them.

If this is the only application it is a fail.

If there is other ads in the series, using the same wording different images, they are potentially going to be a fail also unless the message feels relevant to the image.

Sadly people filter out ads and the dissonance in this one will not convey the important message. At the moment it seems to be a very clumsy attempt indeed.

Just like Lucie if you are scrolling through social media, you are going to scroll right past it without reading it. Because it is clearly depicting someone who presents as a male without stopping mid scroll to check. And why would you stop if it doesn’t grab your attention and you don’t realise it is aimed at you?

And the bit about it being about cervical cancer won’t stand out as I am scrolling.

I would be very interested to see the focus group where they have transitioned females actively scrolling and see if they even pick up it is aimed at them. Whether this ad in social media will have the cut through they want even within the target audience of the imagery chosen.

But as others picked up, this is also misleading because of the wording. Is it really aimed at menopausal women? Could be, or it could be just warning people not to consider that a past result is a reason to avoid attending your next appointment?

It is a fail on all counts on what could be a powerful message.

Because, of course, both menopausal women AND transitioned females need to know this. But it cannot be done like this ad is attempting to do it.

What % of women is this. What are the numbers in real terms? Quite frankly you would be better giving them all a ring personally. It would take less time and money

This and probably over the whole country, even in Brighton & Hove.

The only enthusing/hopeful aspect of this is that they've correctly understood sex. It does, however, make them transphobic. The poor trans women, once again discriminated against.

Seriously, if you are in marketing and come up with an ad campaign like that which in no way reflects your target audience, you should lose your job.

Its taxpayers money pissed right up the wall and completely misses the purpose of the campaign

If a health trust were interested in a supportive campaign for a particular age demographic of TM and some NBs then it might be helpful to have somebody who is more similar to Stephen Whittle at that age. Sam Hall would be nearer the appropriate demographic.

I don't think I have a problem with it. It quite clearly shows a woman who identifies as a man under the text quite clearly relating to women and cancer.

Does it? Surely it could easily just be a bloke and they've used the wrong photo? I think that's more likely than deliberately using a transman without explanation, which seems willfully dumb.

It’s idiotic, I’m a peri woman and would scroll right past that.

This is all because trans activitists spew hate at anyone who discusses women’s issues without placing trans issues centre stage.

But that isn't a woman aged 50-64.

If they're trying to appeal to a particular demographic, why wouldn't you use a photo of that demographic?

If your advertising puppy classes, you wouldn't use a photo of an old dog. Because you're not stupid.

Yup, there's a major disconnect between the person in the picture and the actual target audience of women between the ages of 50 and 64.

Ah - I'd missed the fact this was targeted at menopausal women. I expect there weren't any menopausal women available to photograph