Cervical cancer is one of the most preventable cancers. However, many people in lesbian, gay, bisexual, transgender and queer (LGBTQ+) communities can face multiple barriers to taking part in regular cervical screening.  

The Cancer Institute NSW partners with ACON to drive better health and cancer outcomes for LGBTQ+ communities. This includes supporting ACON to create awareness within the LGBTQ+ communities about how regular cervical screening can prevent and detect cervical cancer.  

Why are these projects important?

Cervical screening rates among LGBTQ+ people are below the state average in NSW, with misinformation and social barriers believed to be deterring many people.

Misunderstanding how the human papilloma virus (HPV) is spread can lead LGBTQ+ people to believe they’re not at risk of cervical cancer.

Find out more about the Cervical Screening Test > 

What are the projects?

Own it campaign

The Cancer Institute NSW was proud to partner with and fund ACON to co-develop a gender and sexuality inclusive cervical screening campaign for young people with a cervix. Launched in January 2023, the campaign was developed for all people with a cervix, regardless of gender, sexuality, cultural background or ability, to empower them to make their Cervical Screening Test their own by choosing how to screen. ‘It’s your Cervical Screening Test. Own It.’

The campaign aims to increase cervical screening participation for young women and people with a cervix (age 25-35 years) in Australia, including those from LGBTQ+ communities.  The campaign aired in January and February 2023. 

Campaign creative materials included six static ads resized for posters, out-of-home, print and social media, a 60 second video, a 15 second video, 30 second audio and 6 behind the scenes videos for social media. Campaign advertising strategy implementation included a variety of media channels including social media, two website updates (ACON and Can We), print and digital media, out of home ads and posters in public areas and on buses. 

The campaign was evaluated in February 2023 and was highly successful, with audiences finding it empowering and relatable and prompting action and motivation. 

Visit the Can We website for more information.  
 

Inner Circle campaign - first phase

The Inner Circle was developed to build awareness and increase participation in the National Cervical Screening Program and the changes to the Program from 1 December, 2017.

This campaign is the first large-scale, multi-platform effort to introduce the changes to the Program to a community in Australia.

The campaign includes digital, social and direct community engagement approaches, as well as outdoor placements in key sites across Sydney.

It covers important topics including:

• educating people about cervical cancer
• explaining cervical cancer screening
• outlining the changes to the cervical screening program and what they mean
• sharing practical information about how and where to screening for Cervical cancer.

Inner Circle campaign - second phase

ACON launched the second phase of the Inner Circle campaign to keep LGBTQ+ communities talking about the importance of regular cervical screening. 'LGBTIQ&A: Your questions, answered by The Inner Circle' is a new social media video series addressing some of the most common questions and concerns about cervical screening.

“Now we’re focusing on making sure our communities have the knowledge they need to understand the test, the reasons behind the changes to the National Cervical Screening Program, and how important it is to stay up to date with screening,” says ACON Deputy CEO Karen Price.

The videos were available from December, 2018 to January, 2019.

At Your Cervix project

Beginning in 2017, At Your Cervix engaged with LGBTQ+ people across NSW to increase cervical screening rates.

As well as educating and building awareness, the campaign sought feedback and experiences from LGBTQ+ people about their barriers and past experiences with cervical screening.

This helped to build the campaign, which focused on increasing screening rates through:

• educating people about HPV and strategies to reduce transmission
• sharing personal stories
• taking part in key events in Sydney and the region
• offering peer led clinics with cervical screening and STI testing to communities
• acknowledging and celebrating the diversity of sex, gender and sexualities
• educating about upcoming changes to the National Cervical Screening Program.