Cervical Poster Engagement Feedback

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Summary of report content

In November 2017, NHS England South East and South West proposed a cervical screening campaign for the Wessex area (Hampshire, Isle of Wight and Dorset). Uptake of cervical screening varies widely between and within Clinical Commissioning Groups in Dorset, Hampshire and the Isle of Wight, with low uptake in more deprived urban communities. In line with the rest of the country, uptake has been decreasing over many years.

Four potential campaign posters were developed by NHS Creatives. To gather feedback on the effectiveness of the posters, women in Dorset, Hampshire and the Isle of Wight were asked to give their views on the images and wording and their likelihood to attend screening after seeing the posters.

Between December 2017 and February 2018, 77 women in Winchester, Southampton and Boscombe gave their feedback in a survey. Most of the women who took part in the survey were aged 29-29.

Recommendations included: incorporating real life images and stories; reducing the amount of text; using a harder hitting message about the repercussions of not attending; including statistics; fewer stereotypical images and words; include the cost to the NHS of each missed appointment; noting how long screening takes and reassuring people that it's straightforward. 

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General details

Report title 
Cervical Poster Engagement Feedback
Local Healthwatch 
Healthwatch Dorset
Healthwatch Hampshire
Healthwatch Isle of Wight
Healthwatch Portsmouth
Healthwatch Southampton
Date of publication 
Thursday, 1 February, 2018
Date evidence capture began 
Friday, 1 December, 2017
Date evidence capture finished 
Wednesday, 28 February, 2018
Type of report 
Patient experience
Key themes 
Health promotion

Methodology and approach

Was the work undertaken at the request of another organisation? 
Not known
What type of organisation requested the work 
Primary research method used 
How was the information collected? 
If an Enter and View methodology was applied, was the visit announced or unannounced? 

Details of health and care services included in the report

Secondary care services 
Cancer services
Sexual health

Details about conditions and diseases

Conditions or diseases 
Gynaecological conditions
What type of pregnancy or maternity themes are included in the report 

Details of people who shared their views

Age group 
All people 18 and over
Not known
Asian / Asian British
Black/ African / Caribbean / Black British
Specific ethnicity if known 
Any other White background
Sexual orientation 
Not known
Does the information include public's views? 
Does the information include carer's, friend's or relative's views? 
Not known
Does the information include staff's views? 
Does the information include other people's views? 
What was the main sentiment of the people who shared their views? 

Outcomes and impact

Were recommendations made by local Healthwatch in the report? 
Does the information contain a response from a provider? 
Is there evidence of impact in the report? 
Is there evidence of impact external to the report? 

Network Impact
Relationships that exist locally, regionally, nationally have benefited from the work undertaken in the report
Implied Impact
Where it is implied that change may occur in the future as a result of Healthwatch work. This can be implied in a provider  response, press release or other source. Implied impact can become tangible impact once change has occurred.
Tangible Impact
There is evidence of change that can be directly attributed to Healthwatch work undertaken in the report.