‘For years, I have hoped a charity could teach girls about cervical cancer in a way that would make them listen…this campaign has made the difference’, said one patient about why Fight Cervical Cancer in Style is exceptional.Nearly three women die of cervical cancer every day in the UK: it is the most common cancer in women aged 20-29. It’s caused by a common virus, HPV, and is one of the few cancers for which there are preventative measures. GlaxoSmithKline partnered with UK cervical cancer charity Jo’s Trust to educate girls and women about the disease and ways to reduce risk through a healthy lifestyle, screening and vaccination.

GSK’s PR agency pushed health education boundaries, creating a website for pledges of support, commissioning a designer campaign scarf, recruiting ambassadors, bringing doctors and nurses on board, and planning an event attended by the Prime Minister’s wife Sarah Brown and filmed by Channel 4.The campaign, a first for the pharmaceutical industry, garnered influential backing, reached thousands of young women and inspired them to take action. There have been over 91,000 visitors to the website, 25,800 pledges of support and almost 100% understanding of key messages among girls at the event.

The campaign launch was pushed back to December 2009 as swine flu dominated the news.

• www.showyourstyle.co.uk was created as a central information point.• Advertorials offered readers a chance to win an exclusive campaign scarf, designed by PPQ.• The Sugababes became the faces of the campaign.• A campaign event during European Cervical Cancer Prevention Week. 700 tickets allocated within 36 hours via the website.• Performances by La Roux, Pixie Lott, and Paloma Faith, plus fashion shows, patient case study videos and media medic Dr. Pixie McKenna.

• Sarah Brown introduced the event, which was filmed by Channel 4 for a T4 special and aired early February.• Press releases supported every key milestone.Healthcare professionals were reached via trade advertorials and a direct mailing. Media medics were invited to an advisory board. Third-party organisations also offered support, distributing news to members via their own communications channels.

Millward Brown’s national benchmarking survey (sample: 1,300) showed 73% of girls aged 12-18 who had seen the campaign said they were likely to be vaccinated and 43% recalled that a healthy lifestyle, cervical screening and vaccination are the best ways to reduce their risk. Compared to girls who hadn’t seen the campaign, twice as many were aware that cervical cancer is the most common cancer in women 20-29.A survey of event attendees found 98% remembered that HPV causes almost all cases of cervical cancer and 99% intended to tell friends and family what they had learnt.There were 204 pieces of media coverage - almost double the target - with 82% including the URL and call to action.• Website video views: 250,000• Print and broadcast audience reach: 31 million• Unique website visitors: 91,200• Leaflets sent to family doctors: 52,500• Online pledges of support: 25,800