Cervical cancer screening rates up by a quarter

Cervical screening rates have increased by almost a quarter in Tower Hamlets as a result of a recent social marketing project.

Working with NHS Tower Hamlets, Resonant Media scoped, developed and implemented a pilot programme during May to October 2010.

Evaluation of the data provided by the participating practices show an average increase in appointment attendance of 24.3% for the target audience of women aged 24 to 35.

“Resonant have worked in partnership with NHS Tower Hamlets to provide outcomes which are an innovative mix of upstream and marketing interventions, developed in a complex organisation of community stakeholders, GP practices and public health teams.” Paul Collins, Social Marketing Manager, NHS Tower Hamlets

The primary intervention was an upstream service change in the form of a priming letter and revamped ‘facts’ leaflet, sent out directly from participating practices.

Feedback from women attending cervical screening appointments demonstrates that 52% were encouraged to attend their appointment by the priming letter and leaflet.

The service-side changes were supported by three other campaign tactics:

• An introduction of a new visual identity to help women engage with ‘cervical screening’ in the same way that they already engage with ‘breast screening

• An awareness campaign, including some outdoor media, press ads, and in-GP practice posters and leaflets, targeting the participating surgeries.

• Messaging positioning cervical screening as an everyday and important appointment not to be missed

  Date: 10.01.2011