The New Pap

In order to incite women to ask for better care at the gynecologist’s office, we launched a social campaign where we rebranded the HPV DNA test as “The New Pap” to capitalize on a test that women are familiar with, but that is now outdated. The campaign consisted of a teaser campaign aimed at familiarizing women with HPV, followed by a branded campaign that led to an informative website. This Canadian campaign was then adopted globally by our client to run in other markets.