Check it Out Guys

Client

Sherbourne Health Centre, Community One Foundation

Year

2010
Close-up of a poster featuring a person with short hair and a mustache, wearing a white tank top and a chain necklace. The text on the poster reads, "PAPS ARE WORTH IT." Other elements of the poster are partially visible.

Trans men face unique barriers in accessing healthcare, particularly around sexual and reproductive health. Misinformation and lack of training among healthcare providers, coupled with the underrepresentation and limited validation of trans men in healthcare discussions, place this group at elevated risk for HPV and related cancers.

The Trans Men’s Health Initiative—a coalition of organizations focused on reducing health inequities for trans men across Ontario—aims to educate both trans men and their healthcare providers, empowering them to make informed health decisions.

Types of Work

Branding, Copywriting, Creative Campaign, Graphic Design, Photography

The Need

Building on the success of the “Check It Out” campaign, the Trans Men’s Health Initiative collaborated with The Public to create a complementary, sibling campaign. This new initiative seeks to:

  • build upon the momentum of Check It Out;
  • raise awareness among trans men and their healthcare providers about the importance of regular Pap testing in a safe, inclusive way;
  • increase trans men’s understanding of Pap tests, including their importance and accessibility; and 
  • amplify the presence of trans men and their needs in health promotion projects related to sexual and reproductive health

The Approach

Healthcare settings have often been sources of misinformation and negative experiences for trans men. Many trans men find themselves needing to educate their own providers, contributing to justified feelings of distrust and anxiety around healthcare. Trust, instead, is often stronger among peers and within community spaces.

The Idea

The “Check It Out” campaign for WSW used an arrow to point to the cervix—an approach that, while effective for WSW, may be triggering for trans men who may have negative associations with attention on reproductive anatomy.

The new Check It Out approach both celebrates and respects the bodies of trans men without sexualizing or objectifying them. Drawing inspiration from tattoo culture, we juxtapose masculine archetypes with messaging around Pap testing to create a fresh, inclusive visual narrative.

Two posters on a bulletin board. The left features two people embracing with the text "Queer women need Paps too! Check it out." The right shows a person with tattoos, with the text "Paps are worth it." Both posters promote checkitout.ca.

The Work

Alongside campaign posters, postcards, and a dedicated website, we developed temporary tattoos and custom packaging to distribute at community events, fostering a sense of belonging and accessibility.

A pile of posters featuring diverse individuals with tattoos that read, “Check It Out.” The text on the posters includes phrases like “Paps Matter for Trans Men” and “Paps Are Worth It,” advocating for awareness and inclusivity in healthcare.
A pamphlet titled "Paps Matter for Trans Men" features two individuals with a tattoo reading "Check It Out Fellas." An inner page contains text explaining the importance of pap tests for trans men and includes a temporary tattoo. The background is pink.
A person in a checkered shirt applies a temporary tattoo on their arm that reads "Check It Out Guys" in cursive script. Their nails are painted black.

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