CT DPH WOMEN’S HEALTH:
“CERVICAL SCREEN TIME”

After the pandemic disrupted routines, cervical cancer screenings dropped. Connecticut’s Department of Public Health needed a campaign that could cut through the noise and get women back on track. For younger audiences, we took cues from Gen Z’s love of anti-design, Brat Summer aesthetics, and irreverent humor. The visuals were loud, the headlines blunt, and the tone refreshingly unfiltered. For women 45 and older, we led with emotional storytelling that focused on being present for life’s small moments. The result was a campaign that felt honest, timely, and impossible to scroll past; Meta response rates exceed benchmark goals by over 2X.