Shock Value.

Using a shocking statistic or an incongruent image is nothing new in marketing. 

But, unlike the boy who cried wolf, shock must be done sparingly and with finesse.

The print and TV ads, which appear to be about texting and perfume are really about preventing cervical cancer.  They acknowledge their tactic at the outset:  "Maybe it's unfair to get your attention this way, but nothing is fair about cervical cancer." 

This is how it's done effectively:  http://www.helppreventcervicalcancer.com/.