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Schedule your Pap smear! CBS Cares Gifts Holiday Wisdom to Women

By Expert HERWriter
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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.

Add a Comment9 Comments

EmpowHER Guest

Sorry, I found these Pap smear ads offensive. Asking a man to "schedule" a women's pap smear??? Get real. This is a serious subject, so the bit of humor, especially in the Hanukkah ad, was totally uncalled for.

December 23, 2009 - 7:11am
EmpowHER Guest

dude i thought this was an SNL skit when i first saw the ad, it made me laugh so hard. i'm not offended at all and i appreciate the sentiment but the day my man calls my gyno and calls that his gift to me...? seriously guys, support your gal but take her to dinner. there HAD to have been a better way to write this ad...

November 30, 2009 - 11:25pm
EmpowHER Guest
Anonymous (reply to Anonymous)

I agree 110%. It might save a trip to the mall, but really. I've talked to several people (men & women) who have seen the ad, and all had to stop and rewind the DVR to confirm what they couldn't believe they saw. This ad is well intentioned but not well executed.

December 1, 2009 - 7:07am
Expert HERWriter Guide Blogger

Hi all - This is an interesting discussion. Unfortunately there are millions of people who don't understand the concept of preventive healthcare and don't schedule exams as needed. My personal health plan sends multiple reminder letters and provides gift cards to a major retailer as an incentive to get women to get their pap tests and mammograms. Those of us invested enough in our health to be EmpowHer members are likely to know what exams are needed and when, but others aren't as aware. I applaud CBS for these public service announcements which are an expense for them and the equivalent of making a donation to their viewers in order to better their health. Pat

November 30, 2009 - 5:25pm
EmpowHER Guest

Are you kidding me? I am smart enough to schedule my own exams. These ads are ridiculous, offensive and need to be taken off the air. My husband, his friend and I all agree that these ads are too much. They are out of line. My husband is also smart enough to make his own appointments to be checked for prostate cancer. Your ads are not funny, and this is the last thing I would want for a gift. Nice that you care, but this is inappropriate...

November 29, 2009 - 7:35pm
EmpowHER Guest
Anonymous (reply to Anonymous)

Thanks for your feedback, anonymous. I am glad that you and your husband take good care of your health, but plenty of smart people do not! With so much on television that truly offends, it's gratifying to see a network investing in women's (and mens) health issues. Clearly this campaign has people thinking about the exams which in of itself, can be an important reminder. Visit the CBS Cares website at www.cbscares.com to see all the ads which have saved so many lives.

Susan Stone

November 30, 2009 - 4:25am
EmpowHER Guest
Anonymous (reply to Anonymous)

Well said Susan. Besides, I don't think one of the top hospitals in the U.S. (MGH) would have lent its credibility to such an edgy project if they didn't feel there was important value to women's health.


November 30, 2009 - 8:08am
Expert HERWriter Guide Blogger

Hi Susan - How wonderful that CBS Cares recognized the need for this message and decided to put their considerable influence and resources behind getting the word out to women nationwide. There are far too many excuses given for not getting the exam at all, let alone debating how often. I agree with you that this action is going to be of tremendous benefit to many women and those who love them.
Thanks for sharing this,

November 23, 2009 - 6:12pm
EmpowHER Guest
Anonymous (reply to Pat Elliott)

Thanks so much Pat! It's rare when a major network invests prime time coverage of women's health issues. The very talented team at CBS Cares can be trusted to present the facts in such creative, unforgettable campaigns! So glad they are on our side!


November 23, 2009 - 10:26pm
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We value and respect our HERWriters' experiences, but everyone is different. Many of our writers are speaking from personal experience, and what's worked for them may not work for you. Their articles are not a substitute for medical advice, although we hope you can gain knowledge from their insight.

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