New Zealand Marketing magazine

Life savers

Originally published in NZ Marketing November-December 2009, page 32

Cervical cancer is being treated—with marketing

Awareness of cervical cancer and the benefits of screening have increased substantially, thanks to the marketing campaign for the National Cervical Screening Programme, launched by the National Screening Unit of the Ministry of Health in September 2007.

Cervical cancer is largely preventable through screening, yet about 70 women die from it a year. Incidence among Māori and Pacific women is twice the national rate, and mortality three to four times the norm.

Before the campaign, screening rates for Maori and Pacific women were 47 percent and 46 percent, respectively, compared with 80 percent for other women.

Following the campaign, screening rates increased significantly for all women, with a 16.8 percent increase for Pacific women and a nine percent increase each for Maori and Asian women. Campaign results overall have been outstanding. The 12-month quantitative monitoring survey found a 70 percent unprompted recall of advertising; a 49 percent increase in the likelihood of screening in the next three years; a 54 percent increase in talking about screening; a 59 percent increase in making an appointment; and a 146 percent increase in awareness of screening.

The monthly average for calls is now 4,200 compared with 3,100 prior to the campaign. September 2008, Cervical Screening Awareness Month, saw a record 5,678 calls, 49 percent more than in September 2006.

Background

Research identified high levels of misunderstanding and embarrassment, and a lack of awareness, discussion and information about cervical cancer among Maori and Pacific women.

To ensure the campaign’s high visibility among the targeted groups—even in an environment heavy with other campaigns—barriers to screening and the most effective messages were also identified.

The strategy was to position the screening programme as successful, to reposition cervical screening as something that could be talked about, and introduce it to the public using language people could relate to.

The research identified that direct, compelling messages would work best for Maori, while a humorous approach might facilitate discussion of screening among Pacific women, and that support from friends would increase the likelihood that women would go for screening.

Messaging

The main campaign message was "regular cervical screening can save your life". This was supported by communications telling the audience that cervical cancer is largely preventable through screening, that a smear test can detect cell changes leading to cervical cancer, and that we need to be more open about cervical cancer and screening.

Advertising was a key feature of the campaign, and printed resources included a reminder card showing women when their next smear was due.

Campaign material was adapted for use during a national awareness month, held in September 2008, to provide enhanced opportunities for local and national promotions. One talking point was the 50,000 samples of hand lotion produced by the Cancer Society and distributed to reward women's decisions to screen.

Improved screening results are impressive given the large numbers involved, the lack of change for many years, the relatively short time period and the level of change among traditionally hard-to-reach groups.

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