I have two problems with this campaign.
Firstly its smear for smear. As in lipstick. I rather resent the stereotype. It puts me off to be honest. I don't think it get any message across rather than reinforcing a stereotype.
Secondly the overall figure for uptake of smears is 75%. Thats high. Who is it who decides what an acceptable level of uptake is?
This campaign gives the impression that the only reason that women, and especially young women don't have smears is embarrassment.
Its not.
Sometimes women CHOOSE not to have them. And thats ok, if its an informed choice. Yet you never ever see any reference to this.
The campaign uses someone who has treatment but even this is misleading as there is no discussed of the false positive rate nor the fact that you might never develop cancer anyway. So the risk of screening itself is never mentioned.
The alarming point is more that women from different backgrounds are making different decisions. We should explore that more. Is it purely about embarrassment or is it because they practically find it harder to attend? Is it because they trust doctors less? Is it because they are treated somehow differently to another group? Are younger women making different decisions because they are more educated in assessing risk or because they lack education?
I think the whole thing rather misses an opportunity and doesn't really necessarily make the subject go beyond smear tests good, women stupid for not having them with a gender stereotype thrown in for good measure to promote the whole thing.