Cervical screening health promotion using Transgender model - counterproductive?

[LucieLemon]

My local healthcare trust is using a transgender model as part of their campaign to promote the cervical screening programme.

The campaign doesn't seem to be looking to target transgender men specifically but more as part of the general, wider health promotion.

I am for inclusion but not at the expense of the valuable message needing to be conveyed. I initially scrolled past this post as on face value I didn't pick up it's relevance to me as a woman. Surely this defeats the whole purpose of promoting the cervical screening programme? If using a transgender model perhaps it would be better to include that model alongside other women so it's more obvious what the actual subject matter is and who is being targeted?

If using a transgender model perhaps it would be better to include that model alongside other women so it's more obvious what the actual subject matter is and who is being targeted?

I'd agree but it might depend on the health trust. If it's Brighton and Sussex then it's probably for their demographic although it would be more readily understood ifit were in line with your suggestion.

Totally confusing. Was relieved and surprised to see the word 'women' in the small print, but the tag line and photo combine to make it utterly unclear what the ad is about and who it is aimed at. Stupid.

The model doesn’t seem to be in the age group referred to in the text above the image? The model would be eligible for screening but the text isn’t matched with the image at all… it is very jarring.

Cervical cancer is most frequently diagnosed in women between the ages of 35 and 44 with the average age at diagnosis being 50 .

Most transman are in their 20s. And probably not even eligible for cervical screening.

I think they are completely missing the mark on this and will serve to confuse rather than include.

It's a Midland's trust and I think they're trying to target menopausal/post-menopausal women.

It's screams of inclusivity for the sake of it at the actual detriment of the campaign. Fair enough if part of a wider campaign looking at appealing to specific groups, but as it stands it's just confusing.

@LucieLemon

It's a Midland's trust and I think they're trying to target menopausal/post-menopausal women.

It's screams of inclusivity for the sake of it at the actual detriment of the campaign. Fair enough if part of a wider campaign looking at appealing to specific groups, but as it stands it's just confusing.

In that specific context, it feels an odd choice.

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.

Although I expect the usual misogynists will soon be along to call out the awfulness of using the word woman in relation to a cancer that solely affects women.

It could be because they know a lot of menopausal women are GC and they are hoping this will provoke discussion in that demographic.

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

@Applesandpears23

It could be because they know a lot of menopausal women are GC and they are hoping this will provoke discussion in that demographic.

Possibly but seems a bit of a convoluted way to generate discussion. Having said that, it has got my attention and led me to discussing it!

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.

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.

@Goatsaregreat

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.

Although I expect the usual misogynists will soon be along to call out the awfulness of using the word woman in relation to a cancer that solely affects women.

I’m interested in what is your definition of misogynists? Yes trans identifying women should definitely go for swear tests as they are biological women.

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.

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.

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.

@EmbarrassingHadrosaurus

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.

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!

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

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.

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.

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”….

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

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?

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.

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