Using online adverts to increase the uptake of cervical screening amongst "real Eastenders": an opportunistic controlled trial.
Identifieur interne : 000233 ( PubMed/Corpus ); précédent : 000232; suivant : 000234Using online adverts to increase the uptake of cervical screening amongst "real Eastenders": an opportunistic controlled trial.
Auteurs : Ray B. Jones ; Mar Soler-Lopez ; Daniel Zahra ; Judith Shankleman ; Esther Trenchard-MabereSource :
- BMC research notes ; 2013.
English descriptors
- KwdEn :
- Adult, Advertising as Topic, Early Detection of Cancer (methods), Female, Great Britain, Health Care Costs, Health Communication, Humans, Internet, Mass Media, Mass Screening (statistics & numerical data), Mass Screening (utilization), Middle Aged, Television, Uterine Cervical Neoplasms (diagnosis).
- MESH :
- geographic : Great Britain.
- diagnosis : Uterine Cervical Neoplasms.
- methods : Early Detection of Cancer.
- statistics & numerical data : Mass Screening.
- utilization : Mass Screening.
- Adult, Advertising as Topic, Female, Health Care Costs, Health Communication, Humans, Internet, Mass Media, Middle Aged, Television.
Abstract
Cervical screening uptake has increased as a result of occurrences of cervical cancer in TV 'soap operas' and in real life celebrities such as Jade Goody. Media analysis at the time of Jade Goody's death suggested the NHS did not take sufficient advantage of this opportunity to improve cervical screening rates. Google AdWords has been used to recruit and raise awareness of health but we were not aware of its use to supplement media events.
DOI: 10.1186/1756-0500-6-117
PubMed: 23531167
Links to Exploration step
pubmed:23531167Le document en format XML
<record><TEI><teiHeader><fileDesc><titleStmt><title xml:lang="en">Using online adverts to increase the uptake of cervical screening amongst "real Eastenders": an opportunistic controlled trial.</title><author><name sortKey="Jones, Ray B" sort="Jones, Ray B" uniqKey="Jones R" first="Ray B" last="Jones">Ray B. Jones</name><affiliation><nlm:affiliation>Faculty of Health, Plymouth University, 3 Portland Villas, Plymouth PL4 8AA, UK. ray.jones@plymouth.ac.uk</nlm:affiliation></affiliation></author><author><name sortKey="Soler Lopez, Mar" sort="Soler Lopez, Mar" uniqKey="Soler Lopez M" first="Mar" last="Soler-Lopez">Mar Soler-Lopez</name></author><author><name sortKey="Zahra, Daniel" sort="Zahra, Daniel" uniqKey="Zahra D" first="Daniel" last="Zahra">Daniel Zahra</name></author><author><name sortKey="Shankleman, Judith" sort="Shankleman, Judith" uniqKey="Shankleman J" first="Judith" last="Shankleman">Judith Shankleman</name></author><author><name sortKey="Trenchard Mabere, Esther" sort="Trenchard Mabere, Esther" uniqKey="Trenchard Mabere E" first="Esther" last="Trenchard-Mabere">Esther Trenchard-Mabere</name></author></titleStmt><publicationStmt><idno type="wicri:source">PubMed</idno><date when="2013">2013</date><idno type="doi">10.1186/1756-0500-6-117</idno><idno type="RBID">pubmed:23531167</idno><idno type="pmid">23531167</idno><idno type="wicri:Area/PubMed/Corpus">000233</idno></publicationStmt><sourceDesc><biblStruct><analytic><title xml:lang="en">Using online adverts to increase the uptake of cervical screening amongst "real Eastenders": an opportunistic controlled trial.</title><author><name sortKey="Jones, Ray B" sort="Jones, Ray B" uniqKey="Jones R" first="Ray B" last="Jones">Ray B. Jones</name><affiliation><nlm:affiliation>Faculty of Health, Plymouth University, 3 Portland Villas, Plymouth PL4 8AA, UK. ray.jones@plymouth.ac.uk</nlm:affiliation></affiliation></author><author><name sortKey="Soler Lopez, Mar" sort="Soler Lopez, Mar" uniqKey="Soler Lopez M" first="Mar" last="Soler-Lopez">Mar Soler-Lopez</name></author><author><name sortKey="Zahra, Daniel" sort="Zahra, Daniel" uniqKey="Zahra D" first="Daniel" last="Zahra">Daniel Zahra</name></author><author><name sortKey="Shankleman, Judith" sort="Shankleman, Judith" uniqKey="Shankleman J" first="Judith" last="Shankleman">Judith Shankleman</name></author><author><name sortKey="Trenchard Mabere, Esther" sort="Trenchard Mabere, Esther" uniqKey="Trenchard Mabere E" first="Esther" last="Trenchard-Mabere">Esther Trenchard-Mabere</name></author></analytic><series><title level="j">BMC research notes</title><idno type="e-ISSN">1756-0500</idno><imprint><date when="2013" type="published">2013</date></imprint></series></biblStruct></sourceDesc></fileDesc><profileDesc><textClass><keywords scheme="KwdEn" xml:lang="en"><term>Adult</term><term>Advertising as Topic</term><term>Early Detection of Cancer (methods)</term><term>Female</term><term>Great Britain</term><term>Health Care Costs</term><term>Health Communication</term><term>Humans</term><term>Internet</term><term>Mass Media</term><term>Mass Screening (statistics & numerical data)</term><term>Mass Screening (utilization)</term><term>Middle Aged</term><term>Television</term><term>Uterine Cervical Neoplasms (diagnosis)</term></keywords><keywords scheme="MESH" type="geographic" xml:lang="en"><term>Great Britain</term></keywords><keywords scheme="MESH" qualifier="diagnosis" xml:lang="en"><term>Uterine Cervical Neoplasms</term></keywords><keywords scheme="MESH" qualifier="methods" xml:lang="en"><term>Early Detection of Cancer</term></keywords><keywords scheme="MESH" qualifier="statistics & numerical data" xml:lang="en"><term>Mass Screening</term></keywords><keywords scheme="MESH" qualifier="utilization" xml:lang="en"><term>Mass Screening</term></keywords><keywords scheme="MESH" xml:lang="en"><term>Adult</term><term>Advertising as Topic</term><term>Female</term><term>Health Care Costs</term><term>Health Communication</term><term>Humans</term><term>Internet</term><term>Mass Media</term><term>Middle Aged</term><term>Television</term></keywords></textClass></profileDesc></teiHeader><front><div type="abstract" xml:lang="en">Cervical screening uptake has increased as a result of occurrences of cervical cancer in TV 'soap operas' and in real life celebrities such as Jade Goody. Media analysis at the time of Jade Goody's death suggested the NHS did not take sufficient advantage of this opportunity to improve cervical screening rates. Google AdWords has been used to recruit and raise awareness of health but we were not aware of its use to supplement media events.</div></front></TEI><pubmed><MedlineCitation Owner="NLM" Status="MEDLINE"><PMID Version="1">23531167</PMID><DateCreated><Year>2013</Year><Month>04</Month><Day>09</Day></DateCreated><DateCompleted><Year>2013</Year><Month>12</Month><Day>10</Day></DateCompleted><DateRevised><Year>2015</Year><Month>04</Month><Day>27</Day></DateRevised><Article PubModel="Electronic"><Journal><ISSN IssnType="Electronic">1756-0500</ISSN><JournalIssue CitedMedium="Internet"><Volume>6</Volume><PubDate><Year>2013</Year></PubDate></JournalIssue><Title>BMC research notes</Title><ISOAbbreviation>BMC Res Notes</ISOAbbreviation></Journal><ArticleTitle>Using online adverts to increase the uptake of cervical screening amongst "real Eastenders": an opportunistic controlled trial.</ArticleTitle><Pagination><MedlinePgn>117</MedlinePgn></Pagination><ELocationID EIdType="doi" ValidYN="Y">10.1186/1756-0500-6-117</ELocationID><Abstract><AbstractText Label="BACKGROUND" NlmCategory="BACKGROUND">Cervical screening uptake has increased as a result of occurrences of cervical cancer in TV 'soap operas' and in real life celebrities such as Jade Goody. Media analysis at the time of Jade Goody's death suggested the NHS did not take sufficient advantage of this opportunity to improve cervical screening rates. Google AdWords has been used to recruit and raise awareness of health but we were not aware of its use to supplement media events.</AbstractText><AbstractText Label="METHODS" NlmCategory="METHODS">This was an opportunistic service evaluation to accompany a cervical cancer storyline in Eastenders (a TV 'soap opera'). We ran an AdWords campaign based on keywords such as 'Eastenders', and 'cervical cancer' in a one mile radius in East London, linked to one webpage giving details of 10 practices and other links on cervical cancer. We recorded costs of adverts and setting up the webpage. We used routine statistics from Tower Hamlets, City and Hackney, and Newham Primary Care Trusts (PCTs) of the number of smears, eligible populations, and coverage by practice by month from September 2010 to January 2012 to compare the ten intervention practices with controls.</AbstractText><AbstractText Label="RESULTS" NlmCategory="RESULTS">Eight people per day in the target area viewed the project webpage. The cost of setting up the website and running Google AdWords was £1320 or £1.88 per person viewing the webpage. Unlike Jade Goody's death, there was no major impact from the Eastenders' storyline on Google searches for cervical cancer. There was considerable monthly variation in the number of smear tests in the 3 PCTs. The AdWords campaign may have had some effect on smear rates but this showed, at best, a marginal statistical difference. Assuming a 'real' effect, the intervention may have resulted in 110 'extra' women being screened but there was no change in coverage.</AbstractText><AbstractText Label="CONCLUSIONS" NlmCategory="CONCLUSIONS">Although the Eastenders storyline seemed to have no effect on interest in cervical cancer or screening, the AdWords campaign may have had some effect. Given the small scale exploratory nature of the study this was not statistically significant but the relatively modest cost of advertising suggests a larger study may be worthwhile. An outline of a possible study is described.</AbstractText></Abstract><AuthorList CompleteYN="Y"><Author ValidYN="Y"><LastName>Jones</LastName><ForeName>Ray B</ForeName><Initials>RB</Initials><AffiliationInfo><Affiliation>Faculty of Health, Plymouth University, 3 Portland Villas, Plymouth PL4 8AA, UK. ray.jones@plymouth.ac.uk</Affiliation></AffiliationInfo></Author><Author ValidYN="Y"><LastName>Soler-Lopez</LastName><ForeName>Mar</ForeName><Initials>M</Initials></Author><Author ValidYN="Y"><LastName>Zahra</LastName><ForeName>Daniel</ForeName><Initials>D</Initials></Author><Author ValidYN="Y"><LastName>Shankleman</LastName><ForeName>Judith</ForeName><Initials>J</Initials></Author><Author ValidYN="Y"><LastName>Trenchard-Mabere</LastName><ForeName>Esther</ForeName><Initials>E</Initials></Author></AuthorList><Language>eng</Language><PublicationTypeList><PublicationType UI="D018848">Controlled Clinical Trial</PublicationType><PublicationType UI="D016428">Journal Article</PublicationType></PublicationTypeList><ArticleDate DateType="Electronic"><Year>2013</Year><Month>03</Month><Day>26</Day></ArticleDate></Article><MedlineJournalInfo><Country>England</Country><MedlineTA>BMC Res Notes</MedlineTA><NlmUniqueID>101462768</NlmUniqueID><ISSNLinking>1756-0500</ISSNLinking></MedlineJournalInfo><CitationSubset>IM</CitationSubset><CommentsCorrectionsList><CommentsCorrections RefType="Cites"><RefSource>J Public Health Med. 2002 Dec;24(4):299-304</RefSource><PMID Version="1">12546207</PMID></CommentsCorrections><CommentsCorrections RefType="Cites"><RefSource>J Public Health Med. 2003 Jun;25(2):183</RefSource><PMID Version="1">12848413</PMID></CommentsCorrections><CommentsCorrections RefType="Cites"><RefSource>Lancet. 2004 Jul 17-23;364(9430):249-56</RefSource><PMID Version="1">15262102</PMID></CommentsCorrections><CommentsCorrections RefType="Cites"><RefSource>Aust N Z J Public Health. 2004 Aug;28(4):317-20</RefSource><PMID 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Version="1">21563135</PMID></CommentsCorrections><CommentsCorrections RefType="Cites"><RefSource>Depress Anxiety. 2012 Jan;29(1):71-7</RefSource><PMID Version="1">21681872</PMID></CommentsCorrections><CommentsCorrections RefType="Cites"><RefSource>J Med Internet Res. 2012;14(3):e84</RefSource><PMID Version="1">22718043</PMID></CommentsCorrections><CommentsCorrections RefType="Cites"><RefSource>J Public Health (Oxf). 2011 Mar;33(1):80-5</RefSource><PMID Version="1">20679285</PMID></CommentsCorrections></CommentsCorrectionsList><MeshHeadingList><MeshHeading><DescriptorName MajorTopicYN="N" UI="D000328">Adult</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="Y" UI="D000329">Advertising as Topic</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" UI="D055088">Early Detection of Cancer</DescriptorName><QualifierName MajorTopicYN="Y" UI="Q000379">methods</QualifierName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" UI="D005260">Female</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" Type="Geographic" UI="D006113">Great Britain</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" UI="D017048">Health Care Costs</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" UI="D058015">Health Communication</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" UI="D006801">Humans</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" UI="D020407">Internet</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" UI="D008402">Mass Media</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" UI="D008403">Mass Screening</DescriptorName><QualifierName MajorTopicYN="Y" UI="Q000706">statistics & numerical data</QualifierName><QualifierName MajorTopicYN="N" UI="Q000656">utilization</QualifierName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" UI="D008875">Middle Aged</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="Y" UI="D013690">Television</DescriptorName></MeshHeading><MeshHeading><DescriptorName MajorTopicYN="N" UI="D002583">Uterine Cervical Neoplasms</DescriptorName><QualifierName MajorTopicYN="Y" UI="Q000175">diagnosis</QualifierName></MeshHeading></MeshHeadingList><OtherID Source="NLM">PMC3621164</OtherID></MedlineCitation><PubmedData><History><PubMedPubDate PubStatus="received"><Year>2012</Year><Month>9</Month><Day>26</Day></PubMedPubDate><PubMedPubDate PubStatus="accepted"><Year>2013</Year><Month>3</Month><Day>18</Day></PubMedPubDate><PubMedPubDate PubStatus="aheadofprint"><Year>2013</Year><Month>3</Month><Day>26</Day></PubMedPubDate><PubMedPubDate PubStatus="entrez"><Year>2013</Year><Month>3</Month><Day>28</Day><Hour>6</Hour><Minute>0</Minute></PubMedPubDate><PubMedPubDate 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