Women encouraged to follow the cat that got the screen

With one in three women aged between 24 and 29 in Heywood, Middleton and Rochdale not getting cervical screen tests, the University of Salford and the NHS have come up with a novel method of encouragement – the internet’s obsession with cats.

As part of Cervical Screening Awareness Week (9-15 June), the University is launching the ‘Cat That Got the Screen’ campaign with a combination of serious messages and cat-based viral content such as photos and videos which aims to encourage young women to get involved, and ultimately book an appointment with their doctor.

The campaign will tap into internet ‘meme’ culture with young women using an app to create photos to spread among their friends through social media. It is hoped this that spread the message among people who can’t be reached or influenced by the traditional messages used by the NHS. 

Regular screening can prevent 75% of cervical cancers and only takes five minutes. However, three women die from the disease each day in the UK.

In the area covered by the Heywood, Middleton and Rochdale Primary Care Trusts, over 34 per cent of women missed tests – leaving over 2,700 at risk.

Professor Paula Ormandy from the University’s College of Health & Social Care said: “Of course there are lots of digital campaigns promoting health, but what’s innovative about this project is that it has embedded evaluation mechanisms so that we can constantly audit its performance, and change things if they’re not working or they become tired.”