NHSGGC Smear campaign 2014

The Problem GGC has Lowest Screening Uptake 100 90 80 70 60 50 40 30 20 10 0 2010-11 2011-12 2012-13 2013-14 NHSGGC uptake 13/14: 74 % (63 -83%) Year on year decline Scotland: 77%

The Problem Young Women Have Lowest Uptake Rates % uptake by age and screen interval 3 year Uptake 49 54 56 68 63 77 66 5 Year Uptake 80 76 62 61 74 21-24 25-29 30-39 40-49 50-60 Total

The problem

Cervical Cancers Diagnosed by Year and by SIMD

40 35 30 25 20 15 10 5 0 2007 SIMD 1 2008 SIMD 2 2009 SIMD 3 2010 SIMD 4 2011 SIMD 5 2012 2013 Unspecified1

0,80% 0,70% 0,60% 0,50% 0,40% 0,30% 0,20% 0,10% 0,00% 20-24

The problem

Cervical Cancers Diagnosed in NHSGGC by age and SIMD

25-29 30-34 35-39 40-49 50-60 61+ Total 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 shorts Posters Promotional ‘Teaser’ Cards Public Relations Youtube Radio Facebook Twitter QR Code Hairdressers/salons General Practices Sexual Health Clinics Staff websites Press

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

8000 6000 4000 2000 0

Campaign results

20% increase in smear tests during March – April 2014

Smear tests by age group

12000 10000 2013 2014 20-25 26-35 36-45 46-55

Age group

56-60 61+ Total

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