The National Health Service (NHS), a publicly funded healthcare group, utilized marketing techniques designed to tug on women’s heartstrings and instill fear in an effort to increase cervical cancer screening in the United Kingdom. The NHS used carefully crafted appeals to emotion in their creation of this original poster:
The NHS employs imagery and headlines designed to appeal to emotion through use of marketing tactics such as the following excerpt from the Cervical Screening Social Marketing Project reveals:
“Ideal creative format: Imagery – crucial to be able to read the hurt in the eyes. image should unambiguously convey loss/grief (quiet crying vs. noisy crying). close-up important. context helps (stairs/on the bed). Headline – needs to refer to smear test, ‘my mum missed her smear test now I miss my mum’ was most compelling headline” http://www.cervicalscreeningproject.com/whatdidwedo/developandtest/phase2/servicepush2.php
Ann, a woman from the United Kingdom, has utilized the same marketing tactics that are used by the NHS to turn the tables in the following revised and revealing featured image:Cervical cancer screening should always be each individual woman’s choice; a choice that is free from coercion, free from practitioners’ efforts to profit and reach screening targets, and free from propaganda that aims to manipulate the hearts and fears of women.
Thank you to Ann (March 17, 2013 at 11:29 am)