The NHS has come under fire for a ‘bizarre’ advert promoting cervical screenings which suggested women could ‘listen to Harry Styles‘ during the procedure.
A poster featuring Great British Bake Off star Laura Adlington referencing the former One Direction superstar was spotted by baffled onlookers in a gym in London.
Bold white text with a pink background read: ‘I’m going to listen to Harry Styles next time I have my cervical screening.’
The poster was to promote Cervical Cancer Prevention Week, which took place last week from January 20 to 26.
It has since gone viral on social media but not everyone was convinced by the message, with some branding it ‘bizarre’ and ‘cringe’.
However, others praised it for raising awareness around the importance of cervical screening tests, especially amongst Gen Z, and said it would ‘save lives’.
The poster has attracted much amused reaction online, with many making jokes about it.
One person said: ‘What if we kissed in front of the harry styles cervical cancer screening poster.’
Another posted it on the r/Harry Styles Reddit thread, saying: ‘A friend saw this today in London and our group chat is baffled? What are we missing here?
‘Are there some lyrics that could reference this? Has Harry campaigned for smear tests?? Please help.’
One person wrote: ‘This ad is dumb’;
‘It’s just NHS marketing team spending ridiculous amounts of money on another cringe theme campaign’;
‘Bizarre campaign but for anything that will encourage people to get their smears done! Also why is it the lady from bake off ?!’;
However, others said: ‘Ngl seeing his name would grab my attention’;
‘Honestly, a pap smear test is a super uncomfortable procedure. And listening to music you like can help relax and take your mind off’;
‘Lowkey this poster probably saved lives if we think about it.’
Cervical screenings – which used to be called a ‘smear test’ – are a free NHS health test offered to women and all people with a cervix between the age of 25 to 64.
They can help prevent cervical cancer by checking for human papillomavirus (HPV) which can be passed on through sexual contact.
Currently across London, only 58 per cent of 25 to 49-year-olds attend their cervical screening, with the attendance significantly higher for 50 to 64-year-olds at 70 per cent.
In a bid to raise participation rates, the NHS promotes the importance of the test through an annual awareness week.
This year’s campaign aimed to debunk misconceptions around cervical screening including tips to help you feel more comfortable during your appointment, such as listening to your own music – which could include tunes by Harry Styles.
In a promotional video, Laura Adlington, 35, joked: ‘I’m going to bring in some Harry Styles next time I have my cervical screening. I think that would make it so much better.
‘Watermelon sugar high! That goes down very well.’
British singer Styles, 30, has a vast fanbase and is best known for hits including Watermelon Sugar and As It Was, as well as being a former member of One Direction.
All woman between the ages of 25 and 64 are advised to attend regular cervical screenings and should receive invitation letters in the post.
Between the age of 25 to 49, women should receive one every three years, and every five years from age 50 to 64. When you’re aged 65 or older, you only need one if a recent test was abnormal.
It comes after it was revealed Women are needlessly suffering agonising pain during cervical screening tests because they fail to ask for simple adjustments that can make the procedure far more comfortable, experts have warned.
Using lubrication, a smaller speculum and allowing a patient to insert the tool themselves can all ease the pain.
However, as few as one in ten women are aware they are permitted to ask their NHS healthcare professional for such changes, according to a poll by The Eve Appeal – the UK’s leading gynaecological cancer charity.
Studies show many women cite fear of discomfort and embarrassment as a reason for avoiding their appointment.
Commenting on the survey results, Dr Sue Mann, NHS national clinical director for women’s health, said: ‘We know that some women can find cervical screening very worrying and uncomfortable – and if you are concerned, our clinical staff will be on hand to help.
‘You can ask for more time for your appointment, for the smallest speculum to be used and to have someone else in the room with you for support – and if the examination becomes too much, you can ask the person doing the test to stop at any point.’
The survey of more than 1,100 women commissioned by the charity found that over half (56 per cent) weren’t aware they could ask the doctor or nurse to stop during the cervical screening if they wanted them to.
Some 77 per cent weren’t aware that they could ask for a smaller sized speculum and only 11 per cent of the women surveyed knew they could ask to be in a different position for their screening test.
Few women — 12 per cent — were aware they could book a double appointment to get more time for their cervical screening.
Every day in the UK, two women lose their lives to cervical cancer and nine more receive a life-changing diagnosis.
Cervical cancer can affect women at any age, but it is most common between the ages of 30 to 34.
GPs are also urging women to attend their cervical screening appointments and to tell them about any concerns they have.
‘If you’re nervous or scared, take some time to talk to the clinician about what to expect and to ask any questions you might have. Remember, it is your screening test, and you are in control,’ GP Dr Amir Khan said.
The NHS aims to eliminate cervical cancer by 2040, with the use of cervical screening and the HPV vaccine.
The jab has cut cases of cervical cancer by 90 per cent in England, figures show.
However, those who have been vaccinated still need to attend cervical screening because there is still a small chance they could develop cancer.
