Recent statistics by the NHS Screening Programme have shown that in 2013/2014 over one million women failed to attend their cervical screening. Theses figures were particularly concerning among 25-29 year olds where 1 in 3 does not take up her screening invitation. We wanted to highlight this worrying trend and raise awareness of the importance of cervical screening (as well as the HPV vaccination).
During Cervical Cancer Prevention Week (CCPW) Jo's Cervical Cancer Trust:
Launched the #SmearForSmear campaign. Our new digital campaign for 2015 was calling on everyone to put on their lipstick, smear it across their face and upload a selfie using @JoTrust with #SmearForSmear while nominating a friend to do the same. In just one week the campaign reached a potential audience of 500 million worldwide putting cervical cancer and the importance of attending smear tests firmly in the spotlight.
Raised awareness through a national news story. In order to launch the campaign we issued a news story which reported on the latest statistics that over one million women failed to attend their cervical screening in 2013/14 and that screening uptake among 25-29 years olds is worryingly low. Coverage achieved included Sky News, The Independent, Real People, Huffington Post, The Times, Daily Record and Daily Mail. In total the campaign generated 347 news pieces in UK papers, on websites and on broadcast with over 80 foreign papers from at least 17 different countries reporting on the campaign. To read some of the online articles, visit our news section. Thank you to everyone who told their story to help raise awareness.
Worked with celebrities and influencers on promoting the #SmearForSmear campaign. We contacted celebrities and influencers such as well known vloggers and bloggers and asked them to upload their selfies on at 11am on 25 January 2015 to kick off the campaign and make as much noise as possible on social media. Thanks to the 30 celebrities and influencers that got involved including Stephen Fry, Georgia May Jagger, Rita Ora, Lily Pebbles, the Pixiwoo sisters and Suki Waterhouse who promoted the campaign on their social media channels.
Distributed over 75,000 materials to 427 different health practices, hospitals, individuals and companies to promote cervical screening and cervical cancer prevention. Thank you to everyone who displayed and distributed our materials throughout January.
Utilised our digital platforms including Twitter and Facebook to increase online chatter and further momentum of CCPW throughout the week. The website saw a 49% increase in traffic compared to last January. In just one week the campaign's hashtag #SmearForSmear was used over 15,000 times on Twitter with a potential reach of over 103 million people. On Instagram the hashtag was used over 6,000 times and our Facebook page saw a 14% increase in Facebook likes. And the campaign is still going...
Took part in a radio day hosted by GSK which discussed the importance of the HPV vaccination. This resulted in coverage across 152 radio stations with a potential reach of 42,811,300 listeners.
Launched a new cervical screening video. In association with Public Health England we produced a video for women with mild and moderate learning disabilities on the subject of cervical screening. Watch or order a copy of the film here
We hope this year's CCPW has encouraged and reminded many women to book their smear test and also answered questions around the HPV vaccination. The charity will now be looking to run campaigns that specifically target hard-to-reach groups which we know are less likely to attend screening and of course plan for our next awareness drive in June for Cervical Screening Awareness Week. Keep up to date with all our campaigns by signing up to our newsletter