Salons across Middlesbrough are backing a campaign to encourage more women to attend cervical screening.
The Salons for Screening promotion has the support of 33 businesses in the town who will be putting up posters and providing information on the importance of the routine checks.
Estimates show that around 4,500 lives are saved each year through regular screening and that it is the most effective way of combatting cervical cancer.
In Middlesbrough figures show that a high number of women put off going despite automatic invites being sent to all those aged 25-64 who are registered to a GP.
As a result, and to coincide with the national Cervical Screening Awareness Week 2016, Salons for Screening is being launched.
Beauticians, hairdressers, barbers and others in the industry have agreed to chat about screening with customers and provide further information via a targeted magazine and posters.
Additionally, the joint campaign by Middlesbrough Council and NHS England will see the return to the radio airwaves of a commercial starring former Coronation Street actress Michelle Keegan.
Cllr Mick Thompson Middlesbrough Council’s Executive Member for Supporting Communities and Public Health, said: “It is great that so many local businesses are backing the Salons for Screening campaign.
“Together we have a very simple aim – to get more women in Middlesbrough to attend cervical screening check-ups and by doing so save lives that otherwise could be needlessly lost.”