Tuesday, 18 September 2007

Cervical Campaign Media Release

Cervical Screening Campaign Launched
Tuesday 18 September

Women are being encouraged to have regular cervical smear tests, in a campaign launched at Parliament today.

The campaign, which includes television, radio and print advertising, aims to raise awareness of the benefits of regular cervical screening, and has a particular focus on Maori and Pacific women because of their lower screening rates.

National Cervical Screening Programme (NCSP) Clinical Leader, Dr Hazel Lewis said having a regular smear could reduce a woman’s chances of developing cervical cancer by 90 percent.

“Cervical cancer is one of the most preventable of all cancers, and all women between 20 and 70 years of age are encouraged to take part in the National Cervical Screening Programme.

“However, Maori and Pacific women develop this cancer at twice the rate of all women. This is largely because these women are much less likely to have cervical screening than non-Maori, non-Pacific women.

“The aim of the campaign is to raise awareness of the benefits of regular cervical screening for all women, and to encourage groups currently under-screened to take part in the programme. We will also be providing information to Asian women, who also have lower screening rates.”

Dr Lewis said even though the campaign focuses particularly on some groups, it is expected to raise awareness of the need to have regular cervical smears with all women.

“The campaign is in two phases. The intention of the first phase is to start conversations about cervical screening, while the second phase is intended to motivate women to be screened.”

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 contributed to a 50 percent reduction in cervical cancer incidence and a 65 percent reduction of deaths in New Zealand.

The campaign commercials can be viewed on the National Screening Unit’s website from 5.30pm on 18 September: www.nsu.govt.nz.

For further information:

Graham Bethune, Marketing and Communications Manager, National Screening Unit, 09 580 9035; 0274 714255.

Key numbers for TVCs are:

NSU/030/013 Beach
NSU/030/014 Table
NSU/030/017  Lillian
NSU/030/018  Health Worker

NSU/030/021  Lillian (te reo)
NSU/030/022  Health Worker (te reo)

Radio Key Numbers are:

NCSP/045/101, Lillian
NCSP/045/102, Nelda
NCSP/045/103, Dr Minnie
NCSP/045/104, Joe

 
COMMENTS FROM KEY ORGANISATIONS

Cervical cancer is the third most common cancer in Maori women. It is one of the highest causes of death amongst our Maori women; yet we know that this can be a preventable disease. It is the hope of the Maori Women's Welfare League that our women will heed the call of the campaign, and have regular cervical smear tests both for themselves and for their whanau.
Linda Grennell, National President MWWL Inc.

Between 60 and 70 women in New Zealand still die from cervical cancer each year, even though cervical cancer is one of the most preventable of all cancers. The Cancer Society of New Zealand is right behind this campaign which aims to save the lives of women by encouraging them to have regular cervical smear tests.
Jan Pearson, Health Promotion Manager, Cancer Society of New Zealand
04 494 7276

The Family Planning Association endorses this campaign and encourages women to have regular cervical smear tests. Prevention is better than cure, and cervical cancer is one of the most preventable of all cancers. FPA encourages all women to take part in the National Cervical Screening Programme.
Jackie Edmond, Chief Executive, Family Planning Association
(04) 802 1335, (027) 206 6462 (Sue Reid, Communications Advisor)

The Public Health Association congratulates the National Screening Unit for its new campaign to encourage women to have regular cervical smears.

Cervical cancer rates for Maori and Pacific women are nearly twice the rates of all women. Having regular cervical smears can reduce your chances of developing cervical cancer by 90 percent, so this campaign has the potential to save many lives over the years.
Dr Gay Keating, Director, Public Health Association
04 472 3060, 0273 414 708

 

CAMPAIGN QUESTIONS AND ANSWERS

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 that 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:		40 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 support Providers in increasing 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 are the campaign’s key messages

Key messages include:

• Cervical cancer is caused by a very common virus: HPV.  But you can stop this cancer before it starts
• HPV is a very common virus that most women will have at some stage. Genital HPV is a sexually transmitted infection
• You can develop HPV without knowing it, even if you are no longer sexually active - and regardless of age
• HPV usually has no symptoms, so the only way to know you are affected is to have regular smear tests every three years
• A smear test can pick up cell changes that can lead to cervical cancer
• Cell changes can then be monitored and treated before cancer develops
• Having regular cervical smears can reduce your changes of developing cervical cancer by 90 percent
• If you’re aged between 20 and 70 and have ever been sexually active, having a smear test every three years could save your life – so you can be there for your whanau in the future.

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.