Cervical screening message resonates with young wāhine

Phase two of the ‘Give Your Cervix Some Screen Time’ campaign has just wrapped up - but people can still head to social media to see how its ambassadors including Sevens rugby player Ruby Tui, NZ Olympian Kayla Imrie, and Mai FM radio host K’Lee helped engage young women in the screening message.

The ‘Start to Screen’ campaign was developed as part of the National Cervical Screening Programme change to the eligible start age for cervical screening, from 20 to 25 years. It was created in partnership with Te Hiringa Hauora and the campaign’s advisory group, which includes Māori and Pasifika women’s health experts in community and health sector organisations working in screening.

The bold and lively campaign aimed to educate and empower young women to start their screening journey from the age of 25, with a particular focus on young Māori and Pasifika wāhine.

 It first ran in February and March this year, with better-than expected early results, but had to be put on hold after four weeks, when the country moved to COVID-19 Alert Level 4 and screening services were paused .

 When the second phase ran in September and October, it had renewed relevance, says Nicki Martin, National Cervical Screening Programme Manager: ‘As well as engaging young women in the message about starting their screening journey from 25, it provided a reminder to get screened if women had missed an appointment earlier in the year.”

The campaign earned a TVNZ Marketing Award nomination earlier this year, and while it was pipped at the post by HPA and Quitline for their smoking cessation campaign, Nicki Martin says the real win is early indications the campaign message hit the mark with young women.

‘The message focuses on why screening is important to young women – not only to protect their own health, but also to protect their future reproductive health, their whānau and whakapapa.’