Moot point is that if a campaign with high impact gets more people who have a cervix into the screening program and saves some lives, then it's job done imo. In a way it is sad that Vagina is considered a shock word in this day and age. The take up rate is appallingly low for smear tests especially amongst young people, who are at highest risk, and we need to do all we can to get at risk people to get over there hang-ups (genital appearance & smell when I read a NHS report some while back) and tbh even if the use of the C word, with much more shock value, in advertising is what it takes to achieve this than so be it. I'd rather there be a hundred 'Offended of Tunbridge Wells' in a fret than one dead person whose life could've been saved. The debate over terminology use is a non-starter for me - the real debate is why people do not take up all the NHS screening opportunities available to them and what should be done to increase uptake rates.