Cervical cancer spot turns theatre into giant cervix

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Vancouver, BC

It's not as bad as it sounds. To encourage women to get regular Pap smears, and to promote its Cervical Cancer Screening Program, BC Cancer Agency partnered with Cineplex Odeon Theatres to air "Eye of the Cervix" in theatres.

Friendly enough ad. The curtain opens to reveal a pretty, congenial doctor. She asks if we're comfortable, does a quick swab and decisively says, "And we're done."

Closing lines bring it home: "It doesn't take long to prevent cervical cancer. Remember to have regular Pap tests."

We like it just fine, and it even made us feel productive, but here's where wanky boyfriends turn to their partners and go, "When was the last time you got checked?"

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