Cervical Cancer Awareness Campaign

Amber J. Adams

Client: Pharmaceutical Company
Campaign: Cervical Health Awareness Month
Platform: TikTok-first (Original Song + Dance)
My Role: Creative Direction, Editorial Lead, Social Strategy
Team: Creators, Strategists, Analysts, Client Partners, Developers

Project Summary: A bold social campaign to reframe the Pap test as part of self-care. Built around an original anthem and TikTok dance, “Mani, Pedi, Pap, Pose” reached 250M+ views, sparked cultural conversation, and made healthcare messaging…a bop.

The Challenge

Is there such a thing as making the Pap Smear test sound like fun?

A prominent medical company in the world of cytology tests, approached us with a clear need: to reach women and people with a cervix (ages 21–25) with content that normalizes the Pap smear and encourages screenings for Cervical Cancer Awareness Month.

We knew traditional messaging wouldn’t cut through. We needed something bold, relatable, and native to the platforms our audience lived on.

Enter, “Mani, Pedi, Pap, Pose,” a TikTok-first campaign that repositions the Pap test as an act of self-care—and one that’s just as routine as a mani or pedi. Our goal became to normalize Pap tests, break the stigma, and encourage annual screenings.

The Creative Concept

Comprised of an original anthem and dance, this campaign was designed to reframe the Pap smear as a regular (and empowering) part of your self-care lineup.

The inspiration came from the cultural moment following the summer of Cardi B and Megan Thee Stallion’s “WAP.” That moment gave permission to talk boldly about bodies, pleasure, and power. We channeled the energy of owning your health and your story into something joyful, unapologetically empowering, and fun!

@be25andalive
Don’t be nervous if you’ve got a cervix! @alyshiasheree #ManiPediPapPose #be25andalive #CHAM
♬ original sound – be25andalive

@be25andalive
@thatnoblenurse coming thru with some #Pap facts! #be25andalive #ManiPediPapPose #CHAM
♬ original sound – be25andalive

I led the team in developing the concept, commissioning a custom song, and collaborating with a choreographer to design a dance that was TikTok-friendly and instantly repeatable. (Fun fact: I personally FaceTimed with the choreographer to tweak and perfect the moves!)

We also built a full editorial platform to house the campaign:

A custom website with articles on cervical health
Video explainers and behind-the-scenes content
A lead-gen funnel to collect emails and health opt-ins

Creator Collaboration

We selected a diverse group of creators from various backgrounds, including race, region, and body types, with a focus on those who are passionate about health, empowerment, and community. Each one brought their unique flavor to the dance and helped push the message forward in their own voice.

The Results

250M+ views across platforms
Surpassed the goal of 5K TikTok followers during the campaign flight
Strong email opt-ins and signals of intent to book screenings
High praise from viewers who called the song “a bop” and shared it organically
Set a new bar for what culturally relevant healthcare marketing could look like on social

Takeaway

This campaign is a case study in meeting the audience where they are—with creative that’s built for the platform, the moment, and the message. It also reflects my creative approach: part strategist, part storyteller, part hands-on collaborator. I don’t just set the vision—I help bring it to life.

Campaign Gallary