The NHS has been widely praised for its 'iconic' social media campaign linking Harry Styles' comeback to cervical screening reminders. The health service posted a meme on Instagram urging women who remember the singer from his One Direction days to book a smear test.
The campaign coincided with Styles' announcement of his fourth solo album, 'Kiss All The Time. Disco, Occasionally', set for release on March 6. The meme featured a photo of a young Styles alongside his new album cover, with the message: 'It may be time for your cervical screening!'
Fans and medical professionals alike applauded the initiative. One Instagram user wrote: 'Whoever does socials for nhs, hit me up I wanna join.' Another added: 'NHS socials are wildly good.' A doctor commented: 'Excellent public health messaging.'
The NHS emphasised that cervical screening is for women aged 25 to 64, with invitations every five years. The test checks for high-risk HPV and can prevent cervical cancer, which is most common in women aged 30 to 35.
The campaign has been hailed as a clever use of reactive marketing to promote an important health issue, with one follower noting: 'Who would’ve thought the NHS would be creating the reactive marketing playbook!'
