While many women around the world are now being offered an HPV DNA test as part of routine cervical cancer screening, Canadian women are still being offered the Pap test. Our goal with this campaign: Get Canadian women interested enough in their cervical health to ask their physician about new tests available. With lines telling women “There’s a New Pap in town” or “Do your homework” we made it clear that new options existed and were available to them through a complete digital ecosystem.