Across South Yorkshire and Bassetlaw there is an inbalance when it comes to cancer screening attendance. The Alliance embarked on commissioning an expert team fom Caja to apply a Behavioural Science approach to encourage those in areas of low attendance to access cancer screening services. Behavioural Science is based on the study of “human habits, actions and intentions” spanning the fields of psychology, HR, economics and organisational behaviour. It recognises that traditional approaches such as simply educating or informing people do not work as well as we previously thought and incorporates a much wider set of factors – for example: 1. Who communicates information – Doctors and Nurses who have authority, mean information gains more trust and respect (MESSENGER) 2. How people are influenced by what others do (NORMS) 3. The incentives of what will be gained and more importantly what could be lossed (INCENTIVES) 4. How relevant or novel the informations is (SALIENCE) 5. How the information makes people feel about themselves (EGO)
Watch the Bite Size videos on the Communication and resources Tab to hear all about the theory and concepts used.
Phase one consists of applying the Behaviour Science techniques through primary care in areas with low attendance of Cervical screening. The slide set below details the outline of the development and the application of the programme.
Working with a small number of practices a programme of activity commenced to trial the nudge interventions to understand ease of application and impact and outcome.
The slide set above details the Behavioural science concepts, programme process steps and testimony and outcome from the early adopter practice.
The nudge interventions resources that are available and listed below, these include:
These and more examples of the nudge promotional materials that have been developed, which you can find here.
If you are working in a practice that has a challenge to increase cervical screening attendance and you want to know more about the Behavioural Science programme please contact amelia.thorp@nhs.net
NHSEI colleagues are working with the Behavioural Science experts and the Breast and Bowel screening providers to explore opportunities to apply Behavioural Science techniques to increase Bowel and Breast screening. If you would like further information on this contact the screening and Immunisation team at England.SYBSIT@nhs.net
Also included in the resources available below are the Screening guides for Barnsley, Bassetlaw Doncaster, Rotherham and Sheffield which detail the National Cancer Screening programmes and local information.
A pioneering lung screening trial that is saving lives in Doncaster by finding cancer early has celebrated its first-year anniversary.
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