Well, would you look at that...
Public Health England seem to think the very best way to reach more women for cervical cancer screening is to launch a high-profile campaign around the 10 year anniversary of the death of Jade Goody (a woman) using the term...women.
Groundbreaking stuff 
www.theguardian.com/society/2018/jul/20/cervical-cancer-testing-drive-will-aim-to-tackle-huge-surge-in-no-shows