WIREDGOV

The first national government campaign encouraging women to attend their cervical screening launched yesterday (5 March). The campaign raises awareness of the risks of cervical cancer, and highlights the preventative benefits of screening, reminding women that cervical screening can stop cancer before it starts.

Two women die every day from cervical cancer in England. It has been estimated that if everyone attended screening regularly, 83% of cervical cancer deaths could be prevented. Despite this, screening coverage is at a 20-year low, with one in four eligible women in the UK not taking up their cervical screening invitation.

PHE research shows that there are a number of complex barriers to screening, including misunderstanding of the purpose of the test and the risks of cervical cancer, and concern that it might be painful and embarrassing. Practical barriers also play their part, for example finding the time to attend an appointment.

The ‘Cervical Screening Saves Lives’ campaign will:

• highlight the risks of cervical cancer;
• highlight the preventative benefits of the often misunderstood screening test;
• encourage women of all ages to respond to their screening invitation;
• encourage women to consider booking an appointment if they have missed previous invitations;
• aim to tackle issues of fear and embarrassment, providing tips on how to make the test more comfortable and normalising conversation about screening

The new high-profile multi-media campaign is aimed at all women eligible for screening (those aged 25 – 64), with a particular focus on women aged 25 – 34 as numbers getting a test are lowest for this age group.

The campaign comprises of a new creative across TV, video on demand, social media, digital channels, washroom posters, a national and regional PR launch, new brand and media partnerships, as well as information cascaded through GP surgeries, sexual health clinics, pharmacies and local councils. The launch coincides with the 10 year anniversary of the death of reality TV star, Jade Goody, from cervical cancer, serving as a timely reminder of the devastating impact of the disease.

You can watch the new TV advert on our You Tube channel.

For more information about cervical screening, visit www.nhs.uk/cervicalscreening