Cervical Poster Engagement Feedback
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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.