|
05/06: LACE Campaign asks women: do something fabulous!
An ad featuring the young women of the LACE Campaign will be airing during America’s Next Top Model beginning May 7 and a full-page ad in Elle magazine will be out on newsstands May 10.
Vancouver, BC – The LACE, “Live Aware. Create Empowerment”, Campaign, a concept created by young women in BC, takes a ‘fashion-forward’ approach to the often taboo subject of Pap tests. “Do something fabulous—get your Pap,” is the tag line of the Elle ad. “Don’t forget what’s inside,” is the message layered overtop of images of a fashion photo-shoot, which ends by urging women to sign-up online to send themselves a reminder to get their Pap.
The photo shoot features a group of young women, none of whom are models, who were part of the year-long process to develop the LACE campaign.
While the LACE Campaign takes a fun and positive approach, it addresses a serious issue. Each year in BC, about 150 women are diagnosed with cervical cancer and 50 women die of this disease.
The symbol of the campaign - lace of any colour - is meant to be a reminder for women to get their Pap, much like the red AIDS ribbon or the pink ribbon for breast cancer. Conveniently, lace is everywhere this spring, and it’s a great springboard to launch a stylish campaign.
“This is no ‘smear’ campaign,” jokes Lizzy Karp (24) a founding member of the LACE action team. “We want to completely re-brand the idea of a Pap test, and to make the idea of taking care of yourself glamorous! We want to reach out to all young women to say, getting your Pap is just another way of being fabulous. And we want anyone who sees lace anywhere to think of this.”
The LACE Campaign is an initiative of the BC Cancer Agency, an agency of the Provincial Health Services Authority, and is designed to get young women talking about Pap testing. And based on the results of the campaign so far — they are talking!
The website (www.LACEcampaign.com) links to a Facebook group and Twitter feed. Volunteer numbers are growing and campaign events are springing up all over BC. The campaign is asking young women to sign up online and use the automated e-mail tool to send themselves post-dated Pap reminders, as well as to get involved in the campaign.
The LACE Action Team is planning to hold house parties during the screening of its PSA during America’s Next Top Model on CTV, and is encouraging others to do the same and take up the LACE challenge.
Says Karp, “We want women to pledge to get their Pap, to talk about it, blog about it, throw their own parties, whatever they want. But whatever they do, we want them to let us know!”
Karp is blogging about the campaign activities on the LACEcampaign.com site, and is posting photos of events from around the province.
Watch for more from the LACE Campaign as it will soon be launching a contest to make new ads for Pap Awareness Week in October.
Cervical cancer is the most preventable cancer, and the Pap test is one of the most effective screening tests ever devised. Yet young women in British Columbia are not getting tested at the rate they should to protect their health. Women can reduce their risk of cervical cancer by going for Pap tests at a doctor’s office or clinic. Pap tests can find abnormal cells on the cervix early, before they turn into cancer. The BC Cancer Agency and the LACE Action Team want to let women know that Pap tests save lives.
The LACE Campaign is an awareness project organized by the BC Cancer Agency‘s Cervical Cancer Screening Program. Its aim is to get more BC women talking about the importance of cervical screening and going for Pap tests. For more information on the LACE Campaign visit: www.LACEcampaign.com
For more information on BC Cancer Agency’s Cervical Cancer Screening Program please visit www.bccancer.bc.ca/cervicalscreening.
The BC Cancer Agency, an agency of the Provincial Health Services Authority, is committed to reducing the incidence of cancer, reducing the mortality from cancer, and improving the quality of life of those living with cancer. It provides a comprehensive cancer control program for the people of British Columbia by working with community partners to deliver a range of oncology services, including prevention, early detection, diagnosis and treatment, research, education, supportive care, rehabilitation and palliative care. The BC Cancer Foundation raises funds to support research and enhancements to patient care at the BC Cancer Agency. www.bccancer.bc.ca
-30-
For more information or to schedule an interview, please contact:
Allison Colina
BC Cancer Agency
t. 604.877.6000 ext. 6272
e. acolina@bcts.hnet.bc.ca
Press Kit and photos available at: www.LACEcampaign.com
|