In 2015 I got women around the world smudging their lipstick to raise awareness for cervical cancer.

#SmearForSmear campaign for Jo's Cervical Cancer Trust emerged as a viral sensation, echoing the success of past social media phenomena like the ALS Ice Bucket Challenge.

With high-profile endorsements from celebrities such as Cara Delevingne, Georgia May Jagger, Chloe Sims, Suki Waterhouse, Jodie Comer and even Tyra Banks (goddess!), the campaign gained global traction.

Participants, including well-known faces from the UK's entertainment and fashion industries, shared striking images of themselves with deliberately smudged lipstick.

This innovative approach aimed to destigmatise cervical cancer screening among young women, using the power of social media to spread awareness.

Through the involvement of celebrities and the creative selfie concept, #SmearForSmear successfully highlighted the critical importance of regular Pap tests in a uniquely engaging manner.

The campaign was hugely successful in encouraging smear test attendance, with many laboratories and GP surgeries reporting huge increases and countless women saying it reminded them to go or made them feel less anxious or concerned.

So, we did all again in 2016. It was even copied by a make up brand for their ad campaign… naughty!