The Department of Health and Social Care (DHSC), with the support of the NHS, has launched a major new national campaign to increase the number of those eligible attending their cervical screening in England.
The new 'Help Us Help You – Cervical Screening Saves Lives' campaign urges women and those who may be eligible not to ignore their cervical screening invite, and if they missed their last one, to book an appointment with their GP practice or sexual health clinic now. The latest figures from March 2021 show that nearly a third (30%) of eligible individuals – women and people with a cervix aged between 25 and 64 – were not screened.
Around 2,700 women are diagnosed with cervical cancer in England each year and approximately 690 women die from the disease – around 2 deaths every day. Previous estimates suggest screening prevents 70% of cervical cancer deaths, but 83% of deaths could be prevented if everyone attended regularly.
A recent survey has revealed a number of concerns which prevent cervical screening. Embarrassment was the most common reason for never having attended or missing an appointment (stated by 42% of respondents), followed by those who ‘kept putting it off’ (34%) and ‘being worried it would be painful’ (28%). Fifteen per cent of lesbian or bisexual women over 25 had never had a smear test, compared to 7% of women over 25 in general.
To tackle these barriers and help drive uptake, a new film has been released featuring Loose Women panellist Linda Robson, TV personality Scarlett Moffatt, broadcaster Louise Minchin, Drag Queen Victoria Scone and female rights activist Sharon Gaffka, alongside GP and media medic, Dr Zoe Williams. Through life-saving conversations, they tackle the barriers to attending cervical screening and encourage those eligible to book their appointment when invited.
The campaign will emphasise that screening, which only takes a few minutes, can help stop cervical cancer before it starts, and is being supported by charities, including Jo’s Cervical Cancer Trust. Running throughout England from 14 February to 14 March, the campaign will include TV advertising, video on demand and social media, partnerships, together with national and regional PR activity. It also includes activity targeted to ethnic minority (black and South Asian) and LGBTQ+ communities, as data shows these groups can experience specific barriers to taking up screening.
Maria Caulfield, Minister for Patient Safety and Primary Care, said: "Around 2 women die every day from cervical cancer, but screening takes just a few minutes and can stop the disease before it starts. Through our new campaign we’re calling on all women and people with a cervix to get screened to help save hundreds of lives. Even if you’re feeling embarrassed or nervous, please don’t ignore your invitation."
The full findings from the new survey reveal:
- When asked about what their experience was like at their most recent test, over 3 in 5 (63%) said they were nervous and more than 2 out of 5 (43%) said they were embarrassed
- The majority of women and people with a cervix (81%) said the nurse or doctor put them at ease during a cervical screening
- Positively, over half of respondents (58%) were surprised about how quick the test was, and 89% would encourage others who are worried to go for a test
- Around one in 10 (12%) don’t feel comfortable discussing a cervical screening with anyone, but just under half would talk to their friend (48%) or their partner (46%) and 2 in 5 would talk to their mother (39%)
- The majority (89%) said they were glad they attended a cervical screening
