304 To Raise Awareness About the NHS Cervical Screening Programme and to Reduce the Number of Did-Not-Attend (DNAs) Cervical Screening Appointments Among Women Aged 25–35 Years Through a Collaborative Reward System with Local Businesses

Abstract

Abstract Introduction Cervical screening is offered free under NHS Cervical Screening Programme since 1988. However, compliance is dwindling in the last decade, especially among women aged 25–35 years who had the least awareness. NHS Digital suggests overall coverage be 72 percent with 1.2 million Did-Not-Attend appointments. Method This project proposes financial and non-financial incentives can propel people to adopt healthier lifestyles. Project advocates CSR with local businesses, especially MSEs such as local gyms, local pharmacies, boutiques, salons, restaurants, and takeaways usually frequented by women aged 25–35 years. The project proposes, firstly, participating businesses will display ‘we support cervical screening program’ on their on-site and online portals. Secondly, they will provide exclusive offers (cash rewards, hampers, vouchers, priority services, free home deliveries, and personalised picture cards signed by staff) to women attending their cervical screening appointments. Thirdly, in their adverts, they would promote the cervical screening programme in a respectable manner to prevent the embarrassment of cervical swab and body-shaming. Fourthly, the businesses will ensure flexible staff working hours to attend the cervical screening to eradicate work-related practical barriers. Conclusions Cervical screening program is the best prevention against cervical cancer and can potentially reduce mortality by cervical cancer by up to 70 percent. If NHSCSP coverage reaches 84%, £10million can be saved per annum. Apart from early detection of cervical cancer and reducing Did-Not-Attend appointments by offering exclusive rewards for attending Cervical Screening to the participants.