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Women influenced by screening ad

Adverts placed in GP surgeries reminding women that cervical cancer is largely preventable have led to a significant increase in women asking to be screened, research has shown.

The adverts were placed in 100 surgeries by Jo's Cervical Cancer Trust.

Over a six-week period, 43 of the 46 surgeries (93%) said they noticed a difference in the numbers of women asking to be screened. Of those respondents, 23% noticed an increase of 10-25%, while 69% noticed an increase of 0-10%.

The Department of Health-funded project aimed to evaluate the benefits of the adverts in GP surgeries in areas where screening uptake rates were low.

Director of Jo's Cervical Cancer Trust, Robert Music, said that another project in 300 surgeries over a six-month period is in the pipeline due to the success of the pilot.

He continued: "We believe this would provide the opportunity for more in-depth evaluation as to the long term benefits of placing cervical screening adverts in GP waiting rooms."

Care services minister, Paul Burstow, welcomed the influence the adverts were having, and added: "It is important that women are given information to help them decide to take up their offer of screening, and I look forward to seeing this project extended more widely."

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Jo's Cervical Cancer Trust