Rapid cancer diagnosis service wins prestigious award
- 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).