Background:
Most cervical cancers occur in people who are overdue or never screened. In Australia LGBTQ+ people with a cervix are less likely to screen due to unique barriers. Self-collection reduces barriers to screening, including pain and fear of penetration. From July 2022, self-collection is available to all people eligible for cervical screening. Awareness of self-collection is very low.
The Own It campaign promoted self-collection and other options with the aim to increase cervical screening participation. As part of a multi-year partnership, ACON and Cancer Institute NSW co-designed this inclusive cervical screening campaign targeting people with a cervix aged 25-35 years.
Methods:
Community talent were recruited to share experiences of cervical screening. Selection was based on opportunities to address identified barriers. Draft campaign materials were focus tested (6 sessions) with the target audience. The campaign ran for six weeks in January/February 2023. Campaign evaluation included an online survey (n=384) and analysis of social media channels and website engagement.
Results:
56% of the target audience recalled the campaign. Among the target audience, 53% reported taking action after seeing the campaign. 83% of those surveyed said they were motivated to have a Cervical Screening Test when next due, less for those who use a different term to describe their gender (58%). A larger proportion of respondents rated the self-collection creative effective at communicating its message (71%) compared to other creative. 44,481 users visited the Can We website during the campaign.
Conclusion:
Own It is Can We’s most successful campaign to date. Honest and empowering messaging, information about self-collection, and a straightforward call to action was a winning combination for a memorable campaign that drives action. More information campaigns about self-collection are needed and is likely to increase cervical screening participation. Further effort is needed to motivate gender diverse people to screen.