• by Les Luchter , Yesterday

A couple of weeks after launching the first commercial for its breakthrough Teal Wand at-home cervical cancer screening device, Teal Health has brought together more than 30 other women’s health brands for an awareness campaign tied to Cervical Cancer Awareness Month.

The other brands include vaginal healthcare specialist Evvy, fertility clinic operator Kindbody, morning-after pill marketer Winx, and telehealth providers Wisp and Midi. 

“Many women’s health or lifestyle companies have a common goal: to improve the experience for women in healthcare -- whether that’s by tackling accessibility, filling the data gaps, or making women more comfortable with seeking care,” Teal’s CEO and Co-Founder Kara Egan tells Marketing Daily. “That makes it a no-brainer to come together to help end cervical cancer in this lifetime.”

The new campaign, she says, is designed “to raise awareness for the different options women have to screen for cervical cancer.”

Those options include in-office speculum exams and self-collection methods, including the Teal Wand.

“HPV test, pap smear, cervical cancer screening…however you say it, just don’t delay it,” reads social media content being shared by campaign participants. That’s followed by “It’s gotten easier” and a link to a YourScreeningOptions.com landing page.

Paid social is also being used, per Egan.

She notes that the campaign and  YourScreeningOptions.com, which expands on the messaging and provides multiple screening options, are unbranded.

The web page’s info under “Screen-At-Home,” however, tells users that they can “Order your kit, collect your own sample at home with the only FDA-authorized device" -- with a link that goes to a Teal order page.

The campaign includes a :45 video on TikTok and Instagram, consisting of a series of text-heavy images, including such info as “Cervical cancer is preventable & can be eliminated in our lifetime,”  “You can now screen at home, or continue screening in-clinic” and “Persistent HPV can cause cervical cancer." 

Asked the target audience for the campaign, Egan noted that “primary HPV testing is the recommended screening method for women and people with a cervix aged 25–65. One in three women are behind in screenings, even though cervical cancer is 100% preventable with proper screening.” 

The campaign, Teal notes, is “built around radical clarity, empathy, and insight --putting the emotional and logistical barriers front and center. Instead of relying on medical warnings, the campaign surfaces real barriers - discomfort, stigma, lack of time, childcare and poor access to OBGYNs.”