QUESTIONS AND ANSWERS

Why do we need a new campaign?
How was the tone of the commercials decided upon?
How common is cervical cancer?
Who are the campaign audiences?
What are the campaign’s key messages
What does the campaign consist of?
What do the ads look like?
On which media will the advertising be run?
Who has been involved in the development of the campaign?

Why do we need a new campaign?
All women between 20 and 70 years of age are encouraged to take part in the National Cervical Screening Programme, however, in recent years programme coverage and participation figures have been falling. In particular, coverage among Maori and Pacific women is well behind those of non-Maori and non-Pacific women, leading to considerable inequalities. 

The target for the programme is 75 percent coverage among all population groups. Current rates are:

National coverage:	70 percent
Non-Maori, non-Pacific women:	80 percent
Maori coverage:	50 percent
Pacific coverage:	45 percent

There has not been a national campaign for the NSCP since the establishment of the programme in the early 1990s. Experience from other social marketing campaigns suggests that a national advertising campaign would help to raise the profile of cervical screening and increase the number of women having regular smears.

How was the tone of the commercials decided upon?
The television commercials were developed after concept testing with Maori and Pacific groups. Maori preferred a more direct approach to communicate key messages, while humour and ‘going together’ was very important for Pacific women.

The concept of staying well for the sake of others, especially family, was important for both groups. For Maori there was more of a feeling of individual responsibility, while for Pacific women there was a strong focus on collective responsibility.

How common is cervical cancer?

• Cervical cancer is the second most common cancer in women worldwide and the eighth most common in New Zealand. Part of the reason for the comparatively lower rate in New Zealand is the success of the NCSP which has largely contributed to a 50 percent reduction in cervical cancer incidence and a 65 percent reduction in deaths in New Zealand
• In spite of the success of the Programme, between 60 and 70 women still die from cervical cancer each year and there are considerable health inequalities
• Cervical cancer is the third most common cause of cancer in Maori women, at nearly twice the rate of all women and the fourth leading cause of death
• The rates for Pacific women are similar to those for Maori, with cervical cancer incidence twice the rate of all women and mortality three times the rate of all women

Who are the campaign audiences?
The campaign has a universal message for all New Zealand women – to have regular cervical smear tests. The priority audience for the campaign is Maori and Pacific women who have ever been sexually active and who have not had a cervical smear test within the last three years. Information will also be supplied to Asian women.

Other audiences are:

• family, friends and community members who support and influence these women
• all women aged 20 to 70 who have ever been sexually active and who have not had a cervical smear test within the last three years.

While the advertising is specifically focused on Maori and Pacific audiences, it is anticipated that the general audience coverage and participation levels may also increase.

A campaign aimed at all women would be unlikely to significantly increase the percentage of Maori and Pacific women having smears, which would increase current inequalities.

What does the campaign consist of?
The campaign features television advertising, radio and print advertising. It seeks to raise awareness and ‘normalise’ the subject of cervical screening and increase understanding about screening and its benefits. The tone of the campaign is positive, with a focus on respect, knowledge and support. There are two phases – the first phase is intended to start conversations about cervical screening, while the second phase is intended to motivate women to be screened.

For Maori, the focus is on taking responsibility for your own health so you can be around for your whanau. For Pacific peoples, the focus will be on collective responsibility – making sure those you care about stay well.

What do the ads look like?
The advertising portrays information in a way that provides a common language, and offers an ‘ice breaker’ or way to get conversations about cervical screening started. It is direct and positive, with an emphasis on the collective role of the whole family/community in supporting women to stay well by having regular smears.  It also recognises the value of women and celebrates the achievement of those who have their regular smears.

Advertising includes a direct call to action, encouraging women to make an appointment to have a smear, and telling them how to do this.

On which media will the advertising be run?
All advertising makes use of media channels that consumer research shows best reach Maori and Pacific peoples. For example, TV3, Maori Television, iwi radio stations, Nui FM radio network, Mana Magazine, Tu Mai, and Spasifik.  

The public relations component of the campaign focuses on working with Maori and Pacific media to encourage as much unpaid media coverage of campaign key messages as possible. For example, talkback and news items.

Who has been involved in the development of the campaign?
The campaign is being developed by the National Screening Unit. The advertising agency producing the advertisements and assisting with public relations is GSL Network.