- Nearly 1 in 3 are still ignoring their invite with many unclear that screening can prevent cervical cancer.
- The London-wide campaign - fronted by popular TV doctor Nighat Arif - aims to address misconceptions around cervical cancer and screening, and encourage those eligible not to ignore their invite.
We have teamed up with our neighbouring Cancer Alliances and Dr Nighat Arif to launch a London-wide media campaign to debunk the common misconceptions about cervical cancer and screening, in a bid to encourage Londoners to attend their cervical screening appointment when invited.
Cervical screening is offered to women and all people with a cervix, between the ages of 25 to 64, and helps prevent cervical cancer by checking for a virus known as human papillomavirus or HPV.
Although HPV is the leading cause of cervical cancer, most cases of the virus do not result in a cancer diagnosis. However, there are certain types of the virus that can cause abnormal cells to develop in the cervix, which can turn into cancer if left untreated.
Currently, only 58 per cent of 25 to 49-year-olds living in London currently attend screening. The attendance is significantly higher for 50 to 64-year-olds living in London at 70%. (Source: NHS Digital).
A YouGov survey commissioned by leading gynaecological cancer charity The Eve Appeal in 2023 also revealed a lack of understanding about what a cervical screening test is, with only 1 in 3 saying they knew that the test could prevent cervical cancer.
The campaign - which coincides with Cervical Cancer Prevention Week (20th to 26th Jan) – will feature Dr Nighat Arif in a series of video and radio adverts discussing the link between sex and cervical cancer and debunking the common misconceptions about cervical screening. The adverts will be streamed across social media (Instagram, TikTok and Snapchat) and digital radio (Heart London, Capital Radio and LBC).
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Women aged 25 to 49-years-olds who are users of the audio streaming service Spotify and are subscribed to podcasts with a high female listenership will also have the opportunity to listen to the ad over the next 7 days.
In addition there will also be adverts in gyms and across outdoor billboards near supermarkets and in areas of high footfall across London.
Dr Nighat Arif said: “There are lots of reasons why somebody might not want to come forward - many of which are highlighted in our campaign - but it is important to speak to a healthcare professional if you are unsure.
“I have seen first-hand through working as a GP in the NHS for over 20 years, how important it is to detect cancer early. Cervical screening is the single most accurate way to detect HPV and very early cell changes in the cervix.
“It is important to understand that HPV can remain undetected for many years before later going on to cause abnormal cells which can lead to cancer, so even if you’ve previously had a negative test, it is vital that you attend your next one.”
Dr Anthony Cunliffe, Joint Clinical Director at the South East London Cancer Alliance and the National Lead GP Adviser for Macmillan Cancer Support, said: “We understand it can sometimes be difficult to attend a screening appointment for a variety of reasons including work and childcare commitments, anxiety, and misinformation surrounding the test. But these tests are vital; they can prevent cancer.
“It’s fantastic that we’ve joined forces with our neighbouring Cancer Alliances to reach as many Londoners as possible.
“We hope that our campaign will help people feel informed about why attending screening is important and feel empowered to ask for support ahead of and during their appointment.”
How can I help and get involved?
Attending screening is the best way of preventing cervical cancer, which is why it’s important that you book an appointment when invited.
From Monday 20 January to Sunday 26 January, you can publish posts from your organisation’s social media accounts using the provided toolkit here.
You can also share the link to the campaign landing page, which can be viewed here: https://www.cervicalcancerpreventionweek.com/