I've just been through this thread all over again, looking for an example of comments from women working in this area that have said that some would find this empowering and would help to break down the stigma surrounding smear tests - you do not get to say that these women are wrong.
Could you have meant this post from NImumconfused? I reproduce her post below so we can remind ourselves of what she actually said.
You also said if you think you have a better campaign idea, then please go ahead and contact them and let them know and I would fully support it.
Readers, please note that NImumconfused's post did contain suggestions of better campaign ideas, which seem to have been ignored.
NImumconfused
I do some work in the area of screening, including cervical. You could possibly argue that there are some women who will be influenced by campaigns aimed at reducing stigma/embarrassment, perhaps those in the age group where you're going for your first one? So for example our social media stuff which tends to be aimed at younger women will be about not being embarrassed, that the sample takers do this every day, nothing to worry about etc.
Beyond that, non-engagement is much more likely to be related to trauma/pain or cultural issues, and jokey campaigns will get you nowhere. For trauma or pain you need specialist clinics with well trained staff who can take time to talk to individual women and work out how to make them more comfortable - sadly these are few and far between.
Cultural barriers - we work with community groups to run small peer led events, where women can get information and ask questions in a comfortable environment for them.
Both of these approaches work, but they're not quick or cheap. This campaign is the exact opposite of what works with those demographics.
Plus mashing in gender identity issues in the middle of it all just confuses everyone whose literacy or English isn't perfect. Again, we target that group by working with their support organisations to create resources just for them, rather than making our general resources into word salad
I'm not in England but it surprises me how pushy it all sounds there - we've been told to avoid any sense of "should" or "must" because screening has risks as well as benefits.