NHSGGC Smear

campaign2014

The ProblemGGC has Lowest Screening Uptake

0

10

20

30

40

50

60

70

80

90

100

2010-11 2011-12 2012-13 2013-14

NHSGGC uptake 13/14: 74 % (63 -83%) Scotland: 77%

Year on year decline

The ProblemYoung Women Have Lowest Uptake Rates

21-24 25-29 30-39 40-49 50-60 Total

4956

63 6662 61

54

6877 80

76 74

% uptake by age and screen interval3 year Uptake 5 Year Uptake

The problem

2007 2008 2009 2010 2011 2012 20130

5

10

15

20

25

30

35

40

Cervical Cancers Diagnosed by Year and by SIMD

SIMD 1 SIMD 2 SIMD 3SIMD 4 SIMD 5 Unspecified1

Nu

mb

er o

f P

atie

nts

The problem

20-24 25-29 30-34 35-39 40-49 50-60 61+ Total0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

0.80%

Cervical Cancers Diagnosed in NHSGGC by age and SIMD

SIMD1

SIMD2

SIMD3

SIMD4

SIMD5

Research

• Literature search• Quantitative and Qualitative research

– Uptake by SIMD and age– Match data on persistent defaulters with

ACORN data– Focus groups

Understanding audience

Understanding behaviour

Research results•Audience

• hard pressed; urban educated indigineous population

•Cervical screening generally evoked negative attitudes• Fear• Anxiety• Embarrassment

•Influencers• Mothers• GP• Friends

•Preferred communication medium• Social Media, Radio

Communication mix

Campaign Materials Communication Channels

3 video shortsPostersPromotional ‘Teaser’ CardsPublic Relations

YoutubeRadioFacebookTwitterQR CodeHairdressers/salonsGeneral PracticesSexual Health ClinicsStaff websitesPress

How?

Radio Clyde» 2 weeks drive time ads» 2 weeks posted on Clyde webpage» 4 weeks Facebook to generate

discussion and share

NHS GGC Twitter account» Tweet and retweet details regarding

awareness campaign and YouTube Link .

NHS GGC YouTube channel » Embedded into tweets » Facebook posts» Radio Clyde homepage 2 weeks» NHSGGC Website

Videos in practices Solus Screens

Widespread poster, teaser card & PR Campaign

Campaign Materials

‘Teaser’ cards

Pub Scene

Beauty Parlour

Panto Scene

Campaign results20% increase in smear tests during March – April 2014

20-25 26-35 36-45 46-55 56-60 61+ Total0

2000

4000

6000

8000

10000

12000

Smear tests by age group

2013

2014

Age group

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Evaluation

Lessons Learnt

• Research audience essential• Test campaign materials• Consistent key messages• One off campaign = Short term gain• Repeated and different campaigns =

longer term gains• Ensure campaign does not cause

offence