With the flame up of a menorah and the bright bow of a Christmas gift, CBS Cares aired its newest public service announcement campaign on the importance of the Pap smear test during yesterday’s 60 Minutes. Building on last year’s holiday message in which women were encouraged to give their man the gift of a prostate exam, the 2009 holiday release presents an engaging Josh Pais initiating the compelling appeal to schedule this oft postponed exam. For more info
This well timed emphasis on cervical cancer prevention rises above the current controversy regarding how often and to whom the test should be given and focuses on medical review. And at a time of confusion for many women about this life saving screening, it is reassuring to see Matthew Margo – who writes and executive produces these campaigns – declaring that “CBS Cares stands by the pap smear!”
CBS Cares faithfully maintains its research reference base, bypassing political bias, non medical panels and pundits when fact finding each issue. For the Pap smear campaign, expert references include Dr. Isaac Schiff who is The Joe Vincent Meigs Professor of Gynecology at Harvard Medical School and Chief of the Vincent Obstetrics and Gynecology Service at Massachusetts General Hospital; and Dr. Marcela G. del Carmen, Associate Professor of Obstetrics and Gynecology and Reproductive Biology at Harvard Medical School who completed a fellowship at Massachusetts General Hospital in gynecological oncology. Both Dr. Shiff and Dr. del Carmen strongly urge women to be vigilant and protective of their health by calling their doctors and scheduling their exam today!
Current discussion in other media includes association of the recommended reductions in mammography and Pap testing with the potential rationing of services assumed to be a cost cutting and central component of healthcare reform.