NHSGGC Smear campaign 2014. The Problem GGC has Lowest Screening Uptake NHSGGC uptake 13/14: 74 % (63 -83%)Scotland: 77% Year on year decline.

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Presentation transcript:

NHSGGC Smear campaign 2014

The Problem GGC has Lowest Screening Uptake NHSGGC uptake 13/14: 74 % (63 -83%)Scotland: 77% Year on year decline

The Problem Young Women Have Lowest Uptake Rates

The problem

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 MaterialsCommunication 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

Campaign results 20% increase in smear tests during March – April 2014

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