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.
Cervical Poster Engagement Feedback
Healthwatch Isle of Wight
Date of publication
Thursday, 1 February, 2018
Date evidence capture began
Date evidence capture finished
Wednesday, 28 February, 2018
Was the work undertaken at the request of another organisation?
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?
Secondary care services
Conditions or diseases
What type of pregnancy or maternity themes are included in the report
Asian / Asian British
Black/ African / Caribbean / Black British
Specific ethnicity if known
Any other White background
Does the information include public's views?
Does the information include carer's, friend's or relative's views?
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?
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?