A new national campaign is calling on those eligible not to ignore their invite, as data reveals around 1 in 4 in the South West don’t take up the offer of cervical screening.

A new survey released today shows embarrassment was the most common reason for not booking a screening appointment (42%) in England and 61% in the South West said they were nervous when they did attend.

Celebrities including Linda Robson, Scarlett Moffatt, Louise Minchin, Victoria Scone and Sharon Gaffka are starring in a new campaign film which addresses concerns around screening and encourages those eligible to attend.

The Department of Health and Social Care (DHSC), with the support of the NHS, has today (Monday 14 February) launched a major new national campaign to increase the number of those eligible attending their cervical screening in England. The new Help Us Help You – Cervical Screening Saves Lives campaign urges those who may be eligible not to ignore their cervical screening invite, and if they missed their last one, to book an appointment with their GP practice or sexual health clinic now.

Latest figures from March 2021 show that 27% (1 in four) of eligible individuals in the South West – women and people with a cervix aged between 25 and 64 - were not screened.[1]

Around 2,700 women are diagnosed with cervical cancer in England each year and approximately 690 women die from the disease – around two deaths every day.[2] Previous estimates suggest screening prevents 70% of cervical cancer deaths, but 83% of deaths could be prevented if everyone attended regularly.[3]

As part of the campaign, a new survey of 3,000 women and people with a cervix commissioned by DHSC in England today reveals a number of concerns which prevent cervical screening. Embarrassment was the most common reason for never having attended or missing an appointment (stated by 42% of respondents), followed by those who “kept putting it off” (34%) and “being worried it would be painful” (28%). 15% of lesbian or bisexual women over 25 had never had a smear test, compared to 7% of women over 25 in general.[4]

The full findings from the new survey reveal for the South West[5]:

When asked about what their experience was like at their most recent test, almost two-thirds (61%) said they were nervous and more than two out of five (44%) said they were embarrassed

The majority of women and people with a cervix 82% said the nurse or doctor put them at ease during a cervical screening

Positively, over half of respondents 54% were surprised about how quick the test was, and 92% would encourage others who are worried to go for a test

Around one in 10 (11%) don’t feel comfortable discussing a cervical screening with anyone, over half would talk to their friend (57%) or their partner (50%) and two in five would talk to their mother (39%)

The majority 88% said they were glad they attended a cervical screening

Dr Nikki Kanani, GP and Medical Director for Primary Care at NHS England, said: “There is no doubt about it - cervical screening saves lives. By screening for risk signs at an early stage, it means that any abnormal cells can be treated quickly before they potentially develop into cancer.

“We know that it can feel embarrassing, or feel like something that you can easily put off, but accepting your invite and getting checked could save your life. And please do speak to your GP practice about any concerns you might have – we are here to help you.”

Dr Julie Yates, Lead Consultant for Screening and Immunisation for NHS England and NHS Improvement South West, said: “Screening helps prevent cervical cancer by checking for a virus called high-risk HPV which causes nearly all cervical cancers.

“This is the best way to find out who is at higher risk of developing the cervical cell changes that over time could potentially lead to cervical cancer. Any cervical cell changes can be treated, preventing cervical cancer.”

Dr Yates added: “Life can be very busy and it’s easy to let your cervical screening appointment slip to the bottom of your ’to do’ list, but it only lasts a few minutes. And it’s a few minutes that could save your life.”

In England, NHS cervical screening is offered to women and people with a cervix between the ages of 24.5 and 49 every three years. For those between the ages of 50 and 64, screening is offered every five years.

It is important for younger women and people with a cervix who have been vaccinated to still have their cervical screen. The HPV vaccine is effective at protecting against some types of HPV but does not protect against all types of HPV, so cervical screening is still important to help find high-risk HPV or changes to cervical cells early, so they can be treated before potentially developing into cervical cancer.

To tackle these barriers and help drive uptake, a new film has been released featuring Loose Women panellist Linda Robson, TV personality Scarlett Moffatt, broadcaster Louise Minchin, Drag Queen Victoria Scone and female rights activist Sharon Gaffka, alongside GP and media medic, Dr Zoe Williams. Through life saving conversations, they tackle the barriers to attending cervical screening and encourage those eligible to book their appointment when invited.

The campaign will emphasise that screening, which only takes a few minutes, can help stop cervical cancer before it starts, and is being supported by charities, including Jo’s Cervical Cancer Trust. Cervical screening checks for high-risk types of the Human Papilloma Virus (HPV), a common virus that most people will get at some point. While for people with high-risk HPV the risk of getting cancer is low, any abnormal changes can be identified early. Cell changes are easily treated, and this prevents cervical cancer. That is why attending screening appointments is so important.

Running throughout England from 14th February to 14th March, the campaign will include TV advertising, video on demand and social media, partnerships, together with national and regional PR activity. It also includes activity targeted to ethnic minority (Black and South Asian) and LGBTQ+ communities, as data shows these groups can experience specific barriers to taking up screening.