8 – 14 June 2014

Ahead of Cervical Screening Awareness Week (CSAW) 2014 we commissioned a report with the independent think tank DEMOS. Via research and a survey of cervical cancer survivors the report explored in detail the financial impact of cervical cancer, not just on individuals but also on the NHS and state more widely. In the report Demos looked at how raising screening coverage from its current level to 80 percent, 85 per cent or even 100 per cent would affect cancer incidence and costs, as well as what would happen if screening coverage continued to decline to 70 per cent of all eligible women.

Currently 22% of eligible women do not take up their screening invitation but the report showed that if 100% attended their screening, incidence could decrease by 35% in just one year and deaths would halve over five years. We used these findings to form the basis of our campaign during Cervical Screening Awareness Week 2014, to raise awareness of the importance of attending regular cervical screenings from first to last invitation.

During the Week Jo’s Cervical Cancer Trust:

• Commissioned ‘Behind the Screen’. The report showed the financial impact of cervical cancer and the resultant decline in incidence and mortality should screening uptake increase.
• Attended round table discussions at the Welsh assembly and Stormont to discuss the findings from Behind the Screen. Similar meetings are being set up in Scotland and England.
• Raised awareness via national news stories and case study placement. The news story focused on the findings from the Behind the Screen report.
• Sky News – GPs should offer on the spot smear tests
• The Mirror – How smear tests save lives
• MSN – If I hadn’t gone for a cervical screening I wouldn’t be here today

An exclusive interview with Sky News was set up for Sunday 8^th June. This ran alongside a feature in The Sunday Times. The news was then embargoed for Monday 9^th June when further interviews were set up with TV, radio and magazines as well asnational and regional newspapers. Coverage achieved included The Mirror, The Sun, Daily Express, MSN, The Telegraph, Female First, Sky News, Yorkshire Post, Handbag.com and Yahoo. To read some of the online articles check out our news section. Thanks to everyone who told their story to help raise awareness.

• Launched a video promoting the importance of screening. The ‘Put Yourself in the Picture to help prevent cervical cancer’ video features real women affected by cervical cancer talking about the importance of attending regular cervical screening and how it saved their life. Watch the video by clicking here. The video also promotes our new Put Yourself In The Picture app which asks people to make a pledge to attend screening or put their loved ones in the picture on the importance of cervical cancer prevention.
• Developed an infographic for use across social media channels. The infographic was viewed 861 times in the first week and shared via twitter and Facebook. View it here.
• Targeted women in London through advertising on the underground. The capital city has England’s lowest uptake for screening so we targeted women on their daily commute reminding them to “Mind the Gap” and stay on track with their smear test highlighting that early detection saves lives. Posters were placed in key stations on the underground network for two weeks in June.
• Reached out to 3,000 GP surgeries with our information materials. Between March and June, 114,000 Jo’s Cervical Cancer Trust information materials were distributed across the UK as part of our latest campaign to reach Practice Nurses and GPs. Three thousand GP surgeries across the UK are displaying the charity’s ‘don’t lose your chance’ screening poster in their waiting rooms along with our general leaflets. Each practice nurse received a customised information pack with materials and details about the charity and our services that we can provide for their patients. This campaign will help us reach and support millions of patients creating awareness of the charity with primary care professionals.
• Launched a partnership with Sainsbury’s. During the week, for every pair of knickers sold from the Tu for Sainsbury’s range, 50p was donated to the charity. Throughout the week stores across the UK carried JCCT branding whilst the partnership was also promoted throughout the media;
• Sainsbury’s blog – Robert Music: Knickers to cervical cancer
• Mum knows best – It’s cervical cancer week so stock up on your new holiday undies at Sainsbury’s
• Express – Delaying a smear test nearly cost me my life

The partnership managed to raise a whopping £50,849.

• Coordinated seven Walk for Fun events in Ayrshire, Bristol, Hull, Manchester, Gosport, Birmingham and London on the 14^th and 15^th June. Over 500 women, men and children took part and have raised to date £12,150. The final amount of funds raised will be announced in August. We want to say a huge thank you to everyone who took part and you can see our Facebook gallery for photos from the walks.
• Distributed over 56,751 materials to health practices, hospitals, individuals and companies to promote cervical screening and cervical cancer prevention. The number of materials distributed saw a 72% increase compared to the previous year.
• Utilised our digital platforms including Twitter and Facebook to increase online chatter and further momentum of CSAW throughout the week. This saw the charity gain 140 new followers and saw a 19.5% increase in Facebook likes (976 new likes) over the week.

Thank you to everyone who took part in the campaign this year, whether you raised awareness, ran an information stand, organised a fundraising event or simply donated or retweeted our messages, you have made a real difference to encouraging women more women to attend screening.