Can social marketing help recruit the smear non-attender ?

Screening programmes need to make sure that in excess of 80% of the target population are screened to ensure that they are effective. While the NHSCSP is recognised as one of the best screening programmes in the world there is concern that uptake in some women is dropping below expected levels. Making sure women are aware of the cervical screening programme is a real challenge and communications ned to adapt to changes in technology. This presentation by Ray Lowrie explores the role social marketing might play in this regard.