SurviGals screening : increasing the chances of survival with regular cervical cancer screening

• Main Authors: Chia, Letazia Leshea, Ng, Sarah Ka Xin, Pek, Beverley Jia-Le, Tan, Valery Yan Ru
• Other Authors: Kim Hye Kyung
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2020
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/137478
• Institution: Nanyang Technological University

SurviGals Screening is a pioneering health communications campaign that leverages social support to encourage women aged 25 to 34 years old to go for regular cervical cancer screening. Cervical cancer is highly preventable but still remains the tenth most common cancer among Singaporean women. The Integrated Model of Behavioural Prediction was used to guide the campaign strategy. A mixed-methods research was conducted amongst Singaporean women aged 25 to 34 years old regarding their attitudes, knowledge and beliefs towards cervical cancer screening. These findings were used to develop a three-pronged campaign approach — Educate, Show and Motivate — aimed at urging women to go for cervical cancer screening with someone they trust. The integrated campaign, utilising both offline and online media, ran from December 2019 to March 2020. Key tactics included local craft artists collaborations, ‘Letters to My Future Self’ and ‘Letters to Family/Friends’, ‘Which friend are you?’ personality quiz on social media and the ‘Time to Un-private Your Most Searched Questions’ video series featuring medical health experts and a cervical cancer survivor. The campaign was evaluated through a quantitative post-campaign survey. According to the survey results and evaluation of output objectives, the campaign is effective in influencing knowledge and intention to go for cervical cancer screening. The findings and recommendations from this paper can be used to guide future campaigns and studies on motivating women to go for regular cervical cancer screening.