19-25 January 2014
Cervical Cancer Prevention Week (CCPW) is a European wide initiative lead by European Cervical Cancer Association (ECCA)
Every day in the UK 8 women are diagnosed with cervical cancer and 3 women will lose their lives to the disease. Cervical cancer is largely preventable thanks to cervical screening and the HPV vaccination programme. However uptake of cervical screening is now going down year on year. Early detection is also key in increasing survival rates and so educating everyone on the disease, its symptoms and ways to prevent it is key. Cervical Cancer Prevention Week provides us with an opportunity to do just that.
Whilst raising awareness across the whole of the UK, this year we explored in greater depth awareness amongst 20-29 and 60-64 year old women - these age groups represent the first and last ages which are invited for routine screening. Amongst those aged 25-29 year olds 1 in 3 fails to attend screening each year whilst screening rates are at a 16 year low amongst the older age group and incidence of the disease is now rising. We therefore wanted to target these women and raise awareness of the disease.
We are incredibly grateful to so many of our supporters who were active during the week, it made a huge difference to the impact we were able to achieve.
During the week Jo's Cervical Cancer Trust:
Launched the Put Yourself In The Picture campaign. Our new campaign for 2014 is calling on everyone to put themselves in the picture on cervical cancer prevention. We asked people to make a pledge to attend cervical screening and share it with friends and family via Facebook and Twitter.
Worked alongside celebrity ambassadors Kirsty-Leigh Porter from Hollyoaks and British actress Sara Stewart to launch the campaign. Kirsty-Leigh posed with her sister Tasha Porter, a cervical cancer survivor, in a giant pink picture frame. The picture was then distributed to picture desks across the UK. Sara Stewart fronted the campaign for broadcast giving media interviews to radio stations and a print interview to the Daily Express.
Conducted a radio day which involved over 53 interviews with the charity's Chief Executive Robert Music, and campaign ambassador Sara Stewart. A big thanks also to the many women who agreed to tell their story on the radio and print. This enabled us to reach more listeners and readers making a much bigger impact.
Raised awareness through a national news story adapted for all UK countries. The news piece was developed from a survey which questioned 2,031 women aged 25-29 and 60-64 across the UK. This uncovered the respondents understanding of cervical cancer including its causes as well as women's perception of cervical screening and reasons for delaying the test. Coverage achieved included Daybreak, Sky News, BBC Wales Online, The Sun, The Telegraph, South Wales Echo, The Scotsman, Woman's Own and Cosmopolitan. To read some of the online articles check out our news section. Thanks to everyone who told their story to help raise awareness.
Worked with celebrities on Twitter to promote the campaign. Female celebrities were sent a pink cardboard picture frame so that they could tweet a selfie of them putting themselves and others 'in the picture' on cervical screening. Thanks to the celebs that got involved including Lauren Goodger, ex-S Club 7 member and actress Hannah Spearritt, and the girls from Bewitched.
Distributed over 64,000 materials to health practices, hospitals, individuals and companies to promote cervical screening and cervical cancer prevention.
Utilised our digital platforms including Twitter and Facebook to increase online chatter and further momentum of CCPW throughout the week. The charity saw a 3% increase in Twitter followers and a 5.4% increase in Facebook likes over the week.
Launched a new cervical screening video. We took to the streets to find out what women really thought about screening with some interesting responses. Watch the video below.
A huge thank you to everyone that that helped us raise awareness, donating both time and money to such an important cause, we really couldn't do it without you!