Cancer Cancer Victoria has launched a raunchy online campaign which shows a sexual scene between a man and a woman being interrupted by a pair of alarmed, flashing underwear.
The online video aims to show the link between sex and cervical cancer, with the flashing underwear depicted as the “anti-cervical cancer underwear”.
However, the spot's message is that 'It doesn't have to be like this'. It urges women to have a regular pap smear, so then they “can still have some of that”.
The creative agency behind the campaign was JWT Melbourne.
Cancer Council said it hopes the combination of sex and humour will create cut through.
PapScreen Victoria program manager Hiranthi Perera said: “Many women, particularly those in their 30s, still aren’t getting the message that if they have ever had sex, even safe sex, they are at risk of developing cervical cancer.
“We’re hoping women will see this video and feel compelled to send it to their friends and sisters. We don’t mind if it’s for a laugh, just as long as they’re taking in the message and book a Pap test when they’re due.”
The campaign is being seeded via the body's website and other online channels.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at firstname.lastname@example.org
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com