Novel Approach to Raising Awareness for Screening Programmes Bowel Screening in NHSGGC

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Novel Approach to Raising Awareness for Screening
ProgrammesBowel Screening in NHSGGC

• Dr Emilia Crighton
• CPHM
• NHSGGC Public Health Screening Unit

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Bowel screening reduces deaths from bowel cancer
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Bowel screening effectiveness

• Prof Hardcastle Study Nottingham
• Faecal Occult Blood testing of an asymptomatic
  population
• 2 of number screened needed further
  investigation
• 11 of this number had cancer
• Improvement in mortality rate of 15

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Screening Invitation

• Screening kit
• Instructions
• Information
• Help line number
• Reminder at 4 weeks

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The Screening Kit
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Laboratory Testing

• Hydrogen peroxide reacts with the hidden blood to
  give a blue colour

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Screening Uptake by Age and Gender
Uptake
Age range
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Uptake Rate by Deprivation Category
Uptake
SIMD
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NHSGGC Communication StrategyAwareness Campaign

• OJEU Tender 20 expressions of interest
• Qualification questionnaire
• business background financial status
• business probity service operation quality
  issues
• Shortlist 4 companies
• Communication
• Media strategy
• Company credentials

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Creative brief

• What is the communication trying to do?
• Who are we talking to ?
• How do they view the product or service/its
  competitors/how involved are they?
• How do they relate to communication in this
  market?
• What communication are they aware of/like?
• What should they think or feel ?
• What must the communication say ? (single minded
  proposition)
• Why should they believe it ? (support to the
  proposition)
• Tone and manner (no more than 3 words)

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Media schedule

• Radio 40 sec and 10 sec (first and last spots
  in break)
• rajar data
• opportunities to hear (OTH)
• Target audience males aged 50-74
• TV 60 sec infomercial on STV
• Washroom panels (male toilets only) in pubs
  throughout the west of Scotland.
• 6-sheets sites at independent newsagents

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Radio Commercial
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TV Commercial
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Omnibus research questionnaire
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Awareness campaign impact

• Telephone requests for the kit
• Screening uptake
• Tendering for media campaigns process