LONDON, December 1 /PRNewswire/ -- Today the all female British singing sensation, The Sugababes, are revealed as the faces of Fight Cervical Cancer in Style, a national campaign to educate girls and women about cervical cancer so they can better understand their risk and how to reduce it. The campaign, developed by GlaxoSmithKline, is being run in association with Jo's Trust, the UK charity dedicated to cervical cancer, and is supported by the Royal College of Nursing and Wellbeing of Women. The campaign is funded by GlaxoSmithKline.

Speaking on behalf of the group, Heidi Range says: Having performed at Jade Goody's wedding, cervical cancer is a subject we feel passionately about. We are proud to be supporting the campaign as it is important that girls and women realise how they could catch the virus that causes cervical cancer, as well as the steps they could take to reduce their risk.

Many women believe that cervical cancer is hereditary,(1) however, almost all cases are caused by a common virus called HPV (human papillomavirus).(2) The virus can be passed on through sexual contact, therefore girls and women are at risk as soon as they start having intimate relationships. The virus is usually cleared naturally by the immune system but sometimes it persists and could lead to cervical cancer.(3)

Currently, eight women are diagnosed with cervical cancer and nearly three women die of the disease every day in the UK.(4,5) It's the most common cancer in women aged 20-29 and the second most common cancer in women under 35 years old.(4, 6) It is therefore important that girls and women are made aware of the risks of cervical cancer and the best ways to reduce their risk, including a healthy lifestyle, cervical screening and vaccination against HPV (human papillomavirus).(7-9)

Robert Music, Director of Jo's Trust comments: We are delighted to be involved with such a worthwhile campaign, and believe it is essential that girls and women are aware of the causes of cervical cancer. Cervical cancer may not have any symptoms until it is quite advanced and therefore girls and women should know what practical steps they can take, including living a healthy lifestyle, screening and vaccination to protect themselves against this largely preventable illness.

Having The Sugababes involved in this exciting campaign means we can reach this audience in an engaging way and let them know how they can reduce their risk of this terrible cancer. I applaud the group for their involvement and look forward to working with them.

Joining forces with the Sugababes, cutting edge designers Amy Molyneaux and Percy Parker of British fashion emporium PPQ, are also showing their support. They have designed a limited edition Fight Cervical Cancer in Style scarf as a symbol for the campaign, with a fashion forward print using this season's hottest colour, purple. The Fight Cervical Cancer in Style scarves are showcased by Heidi Range, Amelle Berrabah and newest member of the Sugababes, Jade Ewen, in a series of striking images created specifically for the campaign.

To find more about cervical cancer and how to reduce their risk, girls and women can visit the campaign website http://www.showyourstyle.co.uk, or speak to their GP or nurse. They can also show their support for the Fight Cervical Cancer in Style campaign by visiting the website http://www.ShowYourStyle.co.uk or Texting STYLE to 83118.*

About Fight Cervical Cancer In Style

Fight Cervical Cancer in Style is a national campaign to educate girls and women about cervical cancer so they can better understand their risk and how to reduce it. The campaign, developed by GlaxoSmithKline, is being run in association with Jo's Trust, the UK charity dedicated to cervical cancer, and is supported by the Royal College of Nursing and Wellbeing of Women. The campaign is funded by GlaxoSmithKline.

In an effort to reach as many girls and women as possible, the Fight Cervical Cancer in Style campaign will use celebrities, fashion, music and dance to bring it to life. Market research into the attitudes of girls and women from a wide variety of social backgrounds, has shown that fashion and celebrity hold a broad appeal and are a powerful way of connecting and communicating with this audience.(14)

About Cervical Cancer

Currently, eight women are diagnosed with cervical cancer and nearly three women die of the disease every day in the UK.(4,5) It is the most common cancer in women aged 20-29 and the second most common cancer in women under 35 years old.(4,6) It is therefore important that girls and women are made aware of the risks of cervical cancer and the best ways to reduce their risk, including a healthy lifestyle, cervical screening and vaccination against HPV. (7-9)

Cervical cancer is not hereditary.2,10 Almost all cases are caused by a common virus called HPV (human papillomavirus)(2) which you could catch as soon as you start having intimate relationships. Fortunately the virus is usually cleared naturally but sometimes it persists and could lead to cervical cancer.(3)

Screening is from age 25 in England and age 20 in the rest of the UK.11 The UK cervical screening programme is thought to be saving up to 4,500 lives per year.(12) Vaccination is available to protect against two types of the HPV virus that cause 70% of cervical cancers.(13) Vaccination is currently being offered to girls aged 12 - 18 through the NHS or if you are over 18, speak to your GP, nurse or high street pharmacist about local availability of vaccination.

About Jo's Trust

Jo's Trust is the UK's only cancer charity dedicated to women, their families and friends affected by pre-cancer and cancer of the cervix. The charity was established by businessman James Maxwell (1957 - 2003) following the death of his wife, Jo (aged 40) from cervical cancer in 1999 and this year celebrates its 10th Anniversary. Jo's Trust is there to ensure that women never feel alone at all stages of their journey by providing easily accessed information and support 24 hours a day.

About GlaxoSmithKline

GlaxoSmithKline is one of the world's leading research-based pharmaceutical and health care companies. GlaxoSmithKline is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For company information visit http://www.gsk.com.

About PPQ the Limited Edition Scarf

The design duo compose cutting-edge collections in a spectrum of vivid colours, strong shapes, bold prints and elaborate fabrics to a fanfare of today's style icons and artists including Agyness Deyn, Kirsten Dunst, Sienna Miller, Rihanna, Amy Winehouse, Lily Allen, Daisy Lowe, Alexa Chung, Adele, Peaches and Pixie Geldof, Little Boots, Ben Grimes and Portia Freeman. The Limited Edition Fight Cervical Cancer In Style scarves will be available through giveaways in selected women's consumer lifestyle magazines for a limited time only.

References available on request

Fight Cervical Cancer in Style is a national campaign to educate and raise awareness about cervical cancer developed by GlaxoSmithKline, in association with Jo's Trust, the UK charity dedicated to cervical cancer.

NOTES TO EDITORS

* Standard rates apply. Users will receive one text reply. No numbers will be retained.

- For more information about the Fight Cervical Cancer In Style campaign please contact: [For consumer lifestyle / showbiz media]: Alison Hackney or Barbara Normile at SLAM PR on +44-(0)-207-067-0645 alison@slampr.com / +44-(0)-20-7067-0263 barbara@slampr.com [For national health editors and trade press]: Helena Bate at GSK on +44-(0)-208-990-3601 helena.l.bate@gsk.com, or Alex Reid at Weber Shandwick on +44-(0)-207-067-0184 ALReid@WeberShandwick.com

A picture accompanying this release is available through the PA Photowire. It can be downloaded from http://www.pa-mediapoint.press.net or viewed at http://www.mediapoint.press.net or http://www.prnewswire.co.uk.

SOURCE: GlaxoSmithKline SOURCE: Jo's Trust

CONTACT: For more information about the Fight Cervical Cancer In Stylecampaign please contact: [For consumer lifestyle / showbiz media]: AlisonHackney or Barbara Normile at SLAM PR on +44-(0)20-7067-0645 alison@slampr.com / +44-(0)20-7067-0263barbara@slampr.com; [For national health editors and trade press]: Helena Bate at GSK on+44-(0)208-990-3601 helena.l.bate@gsk.com, or Alex Reid at Weber Shandwickon +44-(0)-207-067-0184 ALReid@WeberShandwick.com