In 2005, the NSU contracted Phoenix Research to undertake a major research project to inform the development of a communications strategy for the NCSP. The report 'Informing the Development of a Communcations Campaign for the NCSP' identified:

• high levels of misunderstanding about cervical screening
• lack of awareness, especially with Māori and Pacific women
• embarrassment and lack of discussion
• strong desire for information
• the lack of an identifiable image for the programme
• the need to establish a sense of collective.

A further report in 2006 'Development of a Communications Strategy for the NCSP' pulled together the findings of the Phoenix Research, work undertaken by Kahui Tautoko for the NSU and a review of international developments in social marketing.

Recommendations included:

• to develop a campaign
• ensure integration with all aspects of the programme
• develop the campaign around themes of knowledge, respect, strength, support and collectiveness
• develop a ‘new conversation’ about cervical screening.

Campaign concept testing

In June eleven potential concepts for television advertising were formally tested with several groups of Māori and Pacific women.

The testing indicated that seven of these advertisements would be highly effective in achieving the goals set for the Programme’s television communications.

The research also revealed the need for a new concept to be developed for phase one: featuring a real woman sharing her real life experience of cervical screening and its positive outcomes.  Accordingly, an eighth concept has been developed along these lines.

Further enhancements were also made to each of the successful scripts, based on insights obtained from the concept testing process and other feedback obtained via cultural creative advisors and audience reference groups.