nhsggc smear campaign 2014. the problem ggc has lowest screening uptake nhsggc uptake 13/14: 74 %...
TRANSCRIPT
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
Nu
mb
er o
f sm
ear
test
s
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