Aim:
To explore the use of the Reward and Referral Token Scheme to improve coverage of the cancer screening programmes and to support SYB Cancer Alliances Cancer Early Diagnosis ambition to increase the proportion of cancers diagnosed at stages 1 and 2; increase screening attendance and reduce variation in Screening Coverage
Background & Strategic Context:
The Reward and Referral scheme is an innovative approach which rewards a positive health behaviour by providing a “gift” to reinforce the positive behaviour and builds on the social movement network effect with the use of a “referral” to pass onto a peer.
Planning:
Following consultation with NHSEI Public Health, it was agreed the programme will initially focus on cervical screening in year one to support cancer screening programme restoration, with the focus on those age 25-29 years. We know from national data trends that this age group has the lowest coverage with evidence showing that once you have engaged with a cancer screening programme, you are likely to continue to be committed to attending subsequent screens. To read more click here.
To determine the preferred utility of choice to be given on attendance at the cervical screening appointment to reward and reinforce the positive behaviour, the SYB Cancer Alliance Communications and Engagement Team conducted customer market research with individuals aged 24-29 years from across the area. Findings showed that the preferred utility of choice was a tote bag, with the use of a postcard card as the referral utility to be awarded on attendance at a cervical screening appointment and encouraged to pass on to a peer of a similar age.
Procurement was undertaken and a design company was selected to design and produce the required assets. Please see below.
These were distributed to all PCN Cancer Champions across SYB in January 2023 with the following document, to view click here.
It was great to see that the assets shown above have been shared on social media by members of the public.
The post reads: "GIRLS IF YOUVE HAD THE LETTER THEN BOOK. I was so scared about going and avoided my first letter but it's not even that bad, trust me and let this be your reminder!!!" "you get your first invite at 24 and half years old so if you're below this age you'll get your letter later".
Her account has over 173,000 followers
Age 50 to 54
Age 60 to 64
Follow us on social media: @CanAlliance_SYB
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