e13697 Background: Cultural barriers have been identified as drivers of cervical cancer disparities. Hispanic patients specifically experience a higher incidence of cervical cancer and are more likely to be diagnosed at advanced stages than non-Hispanic White patients, mediated by multiple factors including cultural perceptions. To tackle cultural barriers in cervical cancer screening, this study assessed the efficacy of a community-based media campaign to increase Pap tests within a predominantly Hispanic community in east Los Angeles (LA). Methods: The campaign was implemented through a collaboration of local community members, design and communication experts, and cancer researchers. Prior to campaign design, focus groups were conducted with at-risk Hispanic women aged 18-45. Learnings from these focus groups and additional study of the visual culture of east LA led to selection of the jacaranda tree, which blooms for a short time in LA each spring, as a visual cue to pursue screening. This imagery was accompanied by a scheduling phone number and messaging (“It’s time.” and “You can prevent cervical cancer.”) in Spanish and English. Campaign materials were displayed on bus benches, billboards, and light post banners throughout east LA. To analyze campaign efficacy, intercept surveys were conducted from 2015-2018 by trained interviewers at locations throughout the community. In their preferred language, female participants (n=770) were asked standardized questions assessing campaign recall, message interpretation, and likelihood of scheduling a Pap test after viewing the campaign. Results: Among participants, mean age was 47.4 years, 88.7% primarily spoke Spanish at home, 25.2% were uninsured, 80.6% had not been vaccinated against HPV, and 12.5% had not had a Pap test in the last 3 years. 25.7% of participants recalled having seen campaign materials prior to survey, with 71.7% interpreting the message as a call to prevent and/or get screened for cervical cancer. 89.3% of participants stated that they were Likely or Extremely Likely to schedule a Pap test after viewing the campaign, including 87.2% of those who had not had a Pap test in the last 3 years. Conclusions: These findings support the efficacy of a community-based strategy to increase cervical cancer screening. This campaign showed high screening intent in a sample of participants who were disproportionately uninsured (25.2% v. 8.5% overall in the US in 2018), with similar efficacy among those who were overdue for recommended screenings. These results emphasize the benefit of culturally tailored messaging to improve screening uptake within underserved populations.