1. NHSGGC Smear campaign 2014

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

3. The Problem Young Women Have Lowest Uptake Rates

4. The problem

6. Research Literature search Quantitative and Qualitative research –Uptake by SIMD and age –Match data on persistent defaulters with ACORN data –Focus groups

7. Understanding audience

8. Understanding behaviour

9. 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

10. 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

11. 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

12. Campaign Materials

14. ‘Teaser’ cards

16. Pub Scene

17. Beauty Parlour

18. Panto Scene

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

20. Evaluation

21. 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