RIC – Reducing Inequalities in Communities

Community Partnerships

Why is this health messaging campaign needed?

The table below is taken from Public Health England’s Fingertips database which records uptake of cervical screening across the country, the table you can see below shows how Bradford compares with other areas across the Yorkshire and Humber area. Bradford has the lowest uptake counts across the Yorkshire and Humber area, and the Yorkshire and Humber area as a whole has some of the lowest uptake  in the country.

IndicatorPeriod EnglandYorkshire and the Humber region
Cancer screening coverage – cervical cancer (aged 25 to 49 years old)2020 70.2*73.0*
Cancer screening coverage – cervical cancer (aged 50 to 64 years old)2020 76.1*77.7*
Cancer Screening Coverage
BarnsleyBradfordCalderdaleDoncasterEast Riding of YorkshireKingston upon HullKirkleesLeedsNorth East LincolnshireNorth LincolnshireNorth YorkshireRotherhamSheffieldWakefieldYork Period 
76.067.074.573.479.071.873.070.975.874.178.5*76.471.274.868.6 2020 
78.476.178.876.279.474.879.677.177.477.579.4*78.377.077.475.6 2020 

This information is taken from the FINGERTIPS database.

Some of the reasons why uptake of cervical screening is comparatively low

  • Myths and misconception – some people believe that only women and people with a cervix need a cervical screening because they are promiscuous
  • Fear of the process – many people do not understand what a cervical screening entails and have understandable fears 
  • Language barriers – some of the words commonly used in cervical screening and other clinical situations have no direct translation into some languages, this can lead to misunderstandings and confusion
  • Cancer – some people may believe that rather than being preventative, being invited for a cervical screening means you have cervical cancer
  • Barriers such as visual/ hearing impairment, Learning disabilities etc

Why HPV?

Most cervical cancers are linked to HPV infections whilst young, studies show that HPV accounts for over 70% of cervical cancers. In 2008 the HPV vaccine was introduced for girls aged 12-13 in year 8 of school, and more latterly for boys. A study that was concluded in 2021 shows that of the first cohort of children to receive the HPV vaccination it has cut the instances of cervical cancers by 90%.

During the COVID pandemic schools and health services have been under huge pressure to carry out COVID testing and HPV vaccination has dropped as a result. Also there are concerns around the vaccine hesitancy associated with the COVID vaccine and what impact this might have on parents allowing children to have the HPV vaccine.

KPI’s and Outcomes

Theses are the KPI’s and Outcomes that projects will be asked to report against.

Outcome 1. Cervical Screening specific: 20% of participants will have shown a positive increase in relation to the 3 outlined KPI’s for cervical screening.
KPI 1. (Soft) – Total number of people reporting they have a better understanding of cervical cancer and how/ why it develops
KPI 2. (Hard) – Total number of people reporting they will positively respond to a cervical screening invitation as a result of their participation
KPI 3. (Hard) – Total number of people reporting they are more likely to attend a cervical screening as a result of the project
Outcome 2. HPV specific: Projects will report a more a 20% increase in positive perception of HPV vaccines among participants and willingness to have the vaccine
KPI 1. (Hard) – Total number of parents reporting they are more likely to allow their child to receive the HPV vaccine as a result of the project
KPI 2. (Hard) – Total number of children and/ or young adults reporting they are more likely to have the HPV vaccine as a result of the project
Soft Outcome 1: All projects will nominate a lead worker who will attend and complete mandatory training

Other Support

The West Yorkshire and Harrogate Cancer Alliance  (delivery partner) https://canceralliance.wyhpartnership.co.uk/

  • WYHCA have offered support, guidance and some resources to successful organisations. We would encourage you to contact them at the start of your project to see what might be available.

Jo’s Cervical Cancer Trust: https://www.jostrust.org.uk/

  • Jo’s is widely recognised as the UK’s leading cervical cancer charity, they have free resources about cervical screening, cervical cancer and HPV as well as being the lead organisation for Cervical Screening Awareness Week. Please take advantage of their expertise and knowledge around these health issues. If you think you would like to organise an official event for Cervical Screening Awareness Week please visit this link: https://www.jostrust.org.uk/get-involved/campaign/cervical-cancer-prevention-week

Public Health England: https://campaignresources.phe.gov.uk/resources/campaigns/85-cervical-screening-campaign/resources

  • PHE produces resources for cervical screening awareness campaigns. You are required to register and there may be a cost to some of the resources.

Downloads you will need.

Necessary Downloads – These downloads are a necessary part of your project, please make sure you download and save. You will be asked to report on these Outcomes and KPI’s, you will also be asked to return on completion.

https://www.thevcsalliance.org.uk/wp-content/uploads/2021/12/Campaign-2-Monitoring-Project-Reporting-Sheet-Final.xlsx

Questionnaire

This is the questionnaire you will be asked to deliver to each participant 3 times during the project. We would prefer surveys to be completed through SurveyMonkey where possible but understand that may not always be possible. Please find below the link to the SurveyMonkey form and a PDF version for download.

https://www.surveymonkey.co.uk/r/Health-Messaging-Campaign2-HPV-Questionnaire

Download Health Messaging Campaign 2 Questionnaire as a PDF here