A new campaign is launching across the East of England to encourage more women and people with a cervix to attend cervical screening, with an estimated 350,000 people in the region currently overdue for an appointment.
The ‘Let’s Talk Cervical Screening’ campaign, led by the East of England Cancer Alliance and supported by Roche Diagnostics, aims to raise awareness of cervical screening and address some of the barriers that can prevent people from attending.
Running across all Integrated Care Boards (ICBs) in the region until the end of the financial year, the campaign will include digital and printed advertising in community and healthcare settings, advertising on ITVX and other local promotional activity.
If you work in primary care, cancer services, the voluntary and community sector, or support local communities and would like digital or printed copies of the campaign materials, please contact the East of England Cancer Alliance at ceicb.eoecancerallianceteam@nhs.net.
It comes as cervical screening uptake has declined across the UK over the past decade. Screening, also known as a smear test, checks the health of the cervix and helps prevent cervical cancer by identifying high-risk HPV and, where necessary, abnormal cell changes before they develop into cancer.
Women and people with a cervix aged 25 to 64 are invited for screening every five years.
Supporting the campaign is Laura Woods, from Lowestoft in Suffolk, who was diagnosed with cervical cancer aged 30 following routine screening.
Laura received her screening invitation while experiencing several months of abnormal bleeding and back pain. However, balancing work and childcare while raising her six-year-old daughter made it difficult to find time for an appointment.
When she did attend, screening identified high-grade cell changes. Further tests confirmed cervical cancer, and Laura subsequently began treatment.
Laura, now discharged from hospital care, campaigns for greater understanding of the needs of younger people affected by cancer and encourages others not to delay their screening appointments.
Laura said: “Please don't keep putting cervical screening off. I completely understand how work, family, embarrassment or fear can get in the way. But if something is making it difficult for you to attend, talk to your GP practice and ask for support. Screening could save your life.”
Amanda Pleavin, Managing Director of the East of England Cancer Alliance, said: "We are working with national, regional and local partners on this campaign to raise awareness of the importance of cervical screening and encourage more people to attend when invited. Increasing participation in screening is an important part of our shared ambition to improve cancer outcomes across the East of England."
Yvonne Gerrits at Roche Diagnostics UK & Ireland said: “Cervical screening saves around 5,000 lives every year, yet too many people are still delaying or missing their appointments. Younger women, people with a disability, those from ethnic minority communities and LGBT+ groups are more likely to face barriers to attending. We're really pleased to be partnering with the NHS on the 'Let's Talk Cervical Screening' campaign across the East of England.”
How to access cervical screening and get involved in the campaign
If you are eligible for cervical screening, you will be invited by the NHS. If you think you are overdue, contact your GP practice to arrange an appointment.
If you have concerns about attending, including anxiety, embarrassment or accessibility needs, speak to your GP practice about the support available.
If you work in primary care, cancer services, the voluntary and community sector, or support local communities and would like digital or printed copies of the campaign materials, please contact the East of England Cancer Alliance at ceicb.eoecancerallianceteam@nhs.net.