Outcomes from a campaign to promote cervical screening
Cervical cancer is largely preventable if pre-cancerous cell changes are detected early enough and treated appropriately. Since the introduction of organised cervical screening in Australia by means of the Papanicolaou (Pap) test in 1991, cervical cancer incidence in New South Wales (NSW), the most populous Australian state, has declined at an accelerated rate.
Background
Despite the decline in cervical cancer incidence in Australia as
a result of population screening, a substantial proportion of women
in NSW screen less regularly than the recommended two-yearly
interval or do not screen. With higher rates of cervical cancer in
un- and under-screened women, and despite the introduction of the
human papillomavirus vaccine, there remains a need to continue to
remind women to screen. Mass media has been shown to be
effective at improving participation in cervical screening.
Accordingly, we examine a 2007 television advertising campaign to
promote cervical screening in New South Wales (NSW).
Methods
Data from the NSW Pap Test Register were used to compare weekly
numbers of Pap tests, for NSW overall and in metropolitan local
government areas with low screening rates, by age group and by time
since the last Pap test. Time series regression analysis
incorporating seasonal effects was used to estimate the strength of
association between screening and the media campaign.
Results
Overall during the advertising campaign, 15 per cent more
screens (16,700) occurred than expected for 2007 without the
advertising campaign. Increases were evident among un- and
under-screened women, with little over-screening occurring. Women
living in the low screening areas also showed a significant
increase in mean weekly screens of 21 per cent (388) over that
expected in the absence of the media campaign.
Conclusions
Despite the ecological nature of this study, the mass media
campaign appears to have been successful in increasing screening in
un- and under-screened NSW women.
This paper has been accepted for publication by the Journal
of Epidemology and Community Health.
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