With regular Pap tests, cervical cancer is a highly preventable form of cancer. But sadly, it’s the third most lethal form of cancer among Canadian women.

While they may be invasive and uncomfortable, Pap tests are quick and painless. In order to communicate this fact, we chose to run an experiential cinema spot at female-skewed movies shown in theatres across BC.Literally shot from the eye of a cervix, the spot begins with actual theatre curtains opening to reveal a doctor performing a Pap test in real time. As soon as the doctor is done, the theatre curtains close, and a super projected on the curtains reads: “It doesn’t take long to prevent cervical cancer. Remember to book regular Pap tests.”