9 – 15 June 2013

Every year the cervical screening programme saves 5,000 lives yet across the UK 20% of women are not taking up their screening invitation. Worryingly this number increases to around 1 in 3 for younger women who may be due their first test. Whilst at the other end of the spectrum, screening uptake amongst older women is for some countries, on the decline. Our campaign for Cervical Screening Awareness Week 2013 therefore focused on encouraging women both young and older to have regular screening from first to last invitation.

During the Week Jo’s Cervical Cancer Trust:

• Launched a ‘smear’ advertising campaign across most of the UK which saw 1,000 posters place in 400 female washrooms in shopping centres, motorway service stations and bars, pubs and clubs. The posters include tear-off slips which women can take away for further information as well as a text option to request an information pack.
• Targeted women in London. The capital city has England’s lowest uptake for screening so we targeted women on their daily commute reminding them that not attending their smear test could be life threatening. Posters were placed in key stations on the London underground for two weeks in June.
• Reached out to over 6,000 GP surgeries with our information materials. From May to November this six month campaign includes the display of a poster in each surgery as well as information materials made available to the millions of patients which pass through.
• Raised awareness through the issue of national news stories in England, Northern Ireland, Scotland and Wales. The story focused on statistics for uptake amongst those receiving their first and last invitation and calling for women to make sure they have regular tests. The charity and our supporter case studies bolstered the story by participating in a range of media interviews from TV, radio and magazines to national and regional newspapers. Coverage achieved included Daybreak, Sky News, BBC Online, The Sun, The Times, South Wales Echo, The Scotsman, Belfast Telegraph, Bella and Gay Star News. 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 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 launched by campaign ambassador and TV personality Chloe Madeley who modelled the underwear.
• Worked with TV personality Chloe Madeley. After undergoing treatment for cervical abnormalities in early 2013, Chloe who is the daughter of TV presenters Richard and Judy, became a campaign ambassador for the charity during CSAW. Chloe kindly donated her time to front our partnership with Sainsbury’s as well as give media interviews about the importance of cervical cancer prevention.
• Coordinated ten Walk for Fun events in Ayrshire, Bristol, Edinburgh, Exeter, Gateshead, Leeds, London, Manchester, Peterborough and Southampton. With around 300 walkers raising over £13,000 in sponsorship monies (and still more to come) we want to say a huge thank you to everyone who took part. See our Facebook for photos.
• Distributed over 30,000 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 CSAW throughout the week. The charity saw a 5% increase in Twitter followers and an 8% increase in Facebook likes over the Week.

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!