Defend Your Tomorrow®
Defend Your Tomorrow® is a cervical cancer disease awareness campaign signposting people to speak to their GP practice about cervical cancer risks and symptoms and find out more at the campaign website 👉 http://www.defendyourtomorrow.co.uk/
Now in its second year, the campaign which has been funded, initiated and developed by MSD, aims to provide health education information on and promote awareness of cervical cancer risks, signs and symptoms, with the intent to help individuals to recognise the disease, or risk factors for it and to be able to seek timely and appropriate professional advice.
Leveraging both the reach of Arsenal Football Club, and the growing popularity and influence of women’s football, the Defend Your Tomorrow® campaign aims to engage communities and individuals across the UK in the interests of supporting public health.
Hopes for the Future
The refreshed campaign this year focuses on Hopes for the Future. A new short film brings the campaign to life through the voices of Arsenal Women and Arsenal Women Academy players.
Together, they reflect on progress made and look ahead to the next generation, reinforcing the importance of protecting futures off the pitch through cervical cancer disease awareness. Arsenal Women promoted the campaign once more at a Women’s Super League fixture against Manchester City at Emirates Stadium on Sunday 8th February 2026, with a series of matchday messages and activities taking place to encourage supporters to visit DefendYourTomorrow.co.uk for further information.
Season 1 Highlights
Season 1 of the Defend Your Tomorrow® campaign was launched in February 2025, through the release of a campaign film featuring players from Arsenal Women’s team and a panel at the Arsenal hub, which brought together voices from The Eve Appeal and Arsenal in the Community.
A highlight was a matchday takeover at The Emirates Stadium, where the message of the Defend Your Tomorrow® campaign was heard, as Arsenal played Tottenham Hotspur in front of over 55,000 people.
As a result of these activities, and a series of omnichannel materials featuring the Arsenal Women’s football team, almost one million users have visited the Defend Your Tomorrow® website since the launch of the campaign.
Who is involved?
MSD, a pharmaceutical company, has initiated, developed, and funded the Defend Your Tomorrow® campaign, which is a cervical cancer disease awareness campaign. As a disease awareness campaign, the objective is to provide health educational information on and promote awareness of cervical cancer risks, its signs and symptoms and its management, with the intent to help individuals to recognise the disease, or risk factors for it and to be able to seek timely and appropriate professional advice.
Arsenal FC-related imagery and materials are used by MSD under licence. Arsenal FC is able to reach and connect with some of the most vulnerable and hardest-to-reach communities thereby maximising the opportunities to provide the disease awareness educational messages.
Disease awareness campaigns can include sources for additional advice, including relevant charities. The Eve Appeal is the UK’s gynaecological cancer charity. MSD has reimbursed The Eve Appeal for services rendered as part of the Defend Your Tomorrow® campaign, namely advisory services, review of draft MSD-owned campaign content for feedback purposes, participating in campaign awareness raising activities, and use of the charity’s logo on campaign materials. As MSD is not involved in The Eve Appeal’s own materials, including but not limited to their website, MSD is not responsible for the content of any materials and does not provide copies of or links to The Eve Appeals assets; thereby allowing The Eve Appeal to maintain its independence.
GB-NON-12538 | April 2026