Health Campaign
Case Study — 02
Mani, Pedi,
Pap, Pose
"Reframing cervical health as self-care, not a clinical obligation."
"Reframing cervical health as self-care, not a clinical obligation."
[ The Challenge ]
This wasn't just a campaign — it was a multi-year initiative living on social, designed to build toward a larger cultural moment around cervical cancer awareness.
The client built 25 and Alive as their advocacy and marketing arm to get ahead of a real concern: Pap test guidelines were potentially changing, and if that moment came, they needed an audience that already knew, trusted, and cared about the brand before they had to make a political ask.
The challenge was that we were talking to women and people with a cervix in their mid-20s, many of whom were just figuring out adulthood in real time. A Pap test was not on their radar. It wasn't something people talked about openly, and it definitely wasn't something anyone was putting on their vision board. So the job was to move cervical health out of the clinical space entirely and into culture in a way that felt genuinely relevant — not like a boring PSA they'd scroll past.
Here's what we found when we got into the conversation: women weren't talking about Pap tests, but they were talking constantly about self-care, body confidence, and owning how they showed up in the world.
And then there was WAP. Cardi B and Megan Thee Stallion dropped that song in 2020 and it was everywhere. It cut across every audience and became a genuine shared cultural moment centered on confidence, sexual agency, and unapologetic self-expression. You couldn't ignore it even if you tried — and we were not about to try.
On top of that, people were coming out of the pandemic with a completely different relationship to self-care. It wasn't a luxury anymore. It was an identity. The opportunity was right there: connect cervical health to that existing mindset and meet women where they already were.
We shifted the frame entirely. Instead of positioning the Pap test as a medical obligation — which, though true, is a great way to get ignored — we focused on how it could live naturally alongside the rituals women were already treating as non-negotiable. Mani. Pedi. And looking and feeling fly. Showing up for yourself. A Pap test could belong in that same conversation, not as a scary clinical thing, but as another act of taking care of yourself fully.
The strategy was about making it feel like it belonged in these cultural conversations.
We brought this to life with a TikTok-first campaign anchored in an original song and dance: Mani, Pedi, Pap, Pose. We wanted WAP energy, but with G-rated, inclusive lyrics and a beat that made you want to dance.
The song was a bop, and lines like "If you've got a cervix, no need to be nervous" hit exactly the right note: catchy, a little cheeky, and genuinely accessible. I've been known to go the distance for my projects, but for this one, I really jumped in — literally. The initial choreography wasn't quite landing, so I worked closely with the choreographer over FaceTime to get it right. Fun fact: the choreographer also sang on the track! That shift changed everything and made the whole concept feel more natural and a lot more alive.
From there, creators ran with it in their own ways — which is exactly what you want. It stopped feeling like a campaign and started feeling like something people actually wanted to be part of.
The campaign generated over 3.3 million engagements and led to more than 15,000 women scheduling a cervical health screening. That last number is the one that matters most — those are real people who took real action for their health.
But beyond the numbers, something shifted in how people were willing to engage with the topic at all. They weren't avoiding it. They were in it, sharing it, and honestly finding some joy in something that usually gets met with dread. #Pap for the win!
[ The Lead Video — Mani, Pedi, Pap, Pose ]
@be25andalive Don't be nervous if you've got a cervix! #ManiPediPapPose
This was the anchor of the entire campaign. The choreographer didn't just create the dance — she also sang on the original track, which shifted the whole energy and made it feel accessible and real. Creators across TikTok ran with it, making it their own. The result was a campaign that felt less like content and more like a cultural moment.
[ Campaign Content — TikTok ]
@be25andalive Absolutely love!! #be25andalive #ManiPediPapPose
@be25andalive Schedule your #Pap test!! @gyno_girls
@be25andalive @thatnoblenurse coming thru with some #Pap facts! #ManiPediPapPose
[ Campaign Content — Instagram ]
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