Never before have wit, self-deprecating humour and cringeworthy moments of
hilarity been used to encourage cervical screenings. What's more, it's rare for a company like Roche
to talk in such an explicit, unfiltered voice to an external audience. The Smear Word is truly one of a
kind. One in four 25-29-year-olds were missing their cervical screenings. Yet these appointments
prevent 2,000 deaths each year in the UK . And so, our challenge was to raise awareness of the
importance of screening in four key regions across the UK.