Check it Out
Client
Year
The Queer Women’s Health Initiative, led by Planned Parenthood Toronto, is a coalition of organizations dedicated to reducing health inequities for diverse populations of women who have sex with women (WSW) across Ontario.
WSW may be exposed to HPV through past sexual contact with men or through female partners who have had heterosexual contact. However, WSW are less likely to receive HPV screening, as many are incorrectly advised—often by healthcare providers—that Pap tests are unnecessary unless they are sexually active with men.
The Need
The Queer Women’s Health Initiative approached The Public to conceptualize and execute a public health campaign that would:
- increase awareness among diverse communities of WSW in Ontario about the need for annual pap tests;
- increase knowledge among diverse communities of WSW about what pap tests are, why they are important and how to access them in a way that is both comfortable and sensitive;
- engage diverse WSW in a dialogue around their sexual and reproductive health;
- increase the presence of WSW and their needs in health promotion projects and messages around sexual and reproductive health; and
- to provide resources about access to comprehensive and equitable care.
The Approach
"Got a cervix? Get a pap!" But it’s not always that simple. Many queer women encounter heteronormative assumptions from healthcare providers, often receiving inaccurate advice—such as the misconception that queer women don’t need Pap tests. This campaign advocates for lesbian, bisexual, and queer cisgender women’s health equity and encourages healthcare practitioners to create safe, inclusive spaces for queer women.
The Idea
For many women who have sex with women (WSW), healthcare experiences have often been negative. This campaign uses casual, conversational, and direct language that is impactful yet accessible, aiming to reach WSW where they are.
Check it Out
The phrase “Check it out” carries a double meaning throughout the campaign. Initially, it promotes awareness, encouraging women to explore the facts around regular Pap testing for WSW. Later, it becomes a call to action to “check out” their own cervical health. A DIY, community-centered aesthetic—with vibrant photography featuring community members—invites audiences in, reinforcing the message that Pap tests are for them.
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