In September 2007 the NSU launched a new communications campaign for the National Cervical Screening Programme (NCSP).

The campaign has been extremely successful, and since the launch the campaign has been refreshed with new creative added to the mix in September 2010. The initial feedback on these new commercials has also been very positive. The NCSP is delighted to report that the campaign is meeting and exceeding its objectives.

• recent research shows that the campaign has prompted women to talk about cervical screening, encourage friends or family to have their smear tests and to make an appointment for themselves to have a smear test as a result of the advertising
• 75% of All Women 30 to 69 agreed that “I encourage my female friends to have their smear tests done”. Agreement was higher among Total M?ori/Pacific women (80%) and particularly Pacific women (83%). This is very encouraging as it is a key message in the campaign
• 91% of All Women aged 30 to 69 years recalled any of the NCSP advertising unprompted, after hearing descriptions of the ads this rose to 96%. This is incredibly high with almost 100% awareness with the target audience
• most importantly, there has been a clear and direct link between the campaign and the number of women going for a cervical smear. 

Figures to April 2010 show that since the launch of the campaign in September 2007, screening coverage has increased by:

• 29.3% for Pacific
• 15.4% for Māori women
• 7.2% overall

These are statistically significant changes for all ethnic groups which has been very encouraging. (Note: These figures are based on relative change which is defined as the absolute change divided by the previous value).

Whilst the campaign has clearly played a role, these results wouldn’t have been possible without the support, dedication and hard work of all those involved with cervical screening in New Zealand – those in primary care, DHBs, laboratories and other screening services.  Well done to everyone involved for contributing to this success.