Lexington, KY - If you knew there was something you could do to prevent a life-threatening disease, wouldn't you do it and tell others about it? That's the premise behind a new statewide campaign to educate women about cervical cancer prevention. Statistics show that about 90 percent of cervical cancer can be prevented with regular screenings and a series of three injections called the Human Papillomavirus (HPV) vaccine.
In the Bluegrass Area Development District, which includes Fayette and surrounding counties, 17 percent of women over 18 have not had a simple Pap test in the past three years. Statewide numbers are worse, showing about a fifth of Kentucky women over 18 have not had a Pap test in the same time period. Additionally, less than one in nine eligible Kentucky females has taken advantage of the vaccine. So, it's not surprising that Kentucky's cervical cancer rates are among the highest in the country. Rural and Appalachian regions of the state are particularly hard hit by cervical cancer.
The Cervical Cancer-Free Kentucky initiative was introduced to address these issues about 18 months ago by the Rural Cancer Prevention Center at the University of Kentucky College of Public Health. The broad, long-term goals are to impact cervical cancer disparities in the state through prevention of HPV infections, regular screenings and diagnosis, access to follow-up care and treatment and changes in health policy related to the disease. Even though the need for education and good information was there, the initiative wasn't getting much traction, so University of Kentucky professor Dr. Baretta R. Casey, who also has a master's degree in public health, called on the university's advertising agency to help.
"There are a lot of misconceptions about the HPV vaccine, and people need to have the correct information so they can make informed decisions," Casey said. "To get that information out, I knew we needed to use the media most people use each day."
So, Cornett Integrated Marketing Solutions developed a Facebook application, www.causethemovement.org, to educate and bring people together to talk about their experiences. The movement is growing quickly. In just the first week after launching the page, nearly 1,000 people "liked" it, and many were eager to share stories about their experiences with cervical cancer or those of a loved one.
"They had a Facebook page established but needed to take it to the next level," David Coomer, Cornett's chief creative officer, said. "What they have now is a catalyst for a viral grassroots movement online."
When users visit the page, they are taken to an application that connects with their Facebook account and pulls from their friends' profile photos to demonstrate the potential impact of cervical cancer on their social circle. Because hundreds of Kentucky women die each year from the disease, the application randomly selects from the users' friends to demonstrate how they and their friends could be affected. Users also can share the link with their friends.
Launching the Cause the Movement campaign in January coincides with Cervical Cancer Awareness Month. So, in addition to the social media aspect of the campaign, Cornett also purchased online ad buys, developed posters with specific messages for school nurses' offices, doctors' offices and health departments, and launched a statewide public relations effort. Casey also is speaking across the state about the importance of screening and vaccinations. She believes strongly in the vaccine and has made sure that her daughter and granddaughter have been vaccinated.
"I never wanted to say, 'If only I'd had you vaccinated, you wouldn't be going through this,'" she said. "The vaccine has a wonderful safety record and has been available throughout many parts of the world for years."
The HPV vaccine is recommended for females ages 9-26 and recently was approved for males in the same age group. Although about one in four Kentucky adolescent females has initiated the vaccination, less than one in nine has received the full series of three injections. HPV infections are very common and are passed from person to person through sexual or skin-to-skin contact. It is the cause of nearly all cervical cancers. Cervical cancer is usually slow growing, and most women will not have symptoms in the early stages. Pap tests and pelvic exams are used to detect cancer or abnormal cells that may lead to the disease. These exams are recommended for women of all ages. The frequency of testing depends on various things and women should talk to their doctors to find out what is right for them.
Casey is convinced that education is the key to preventing and diagnosing cervical cancer early. She believes that families need to consider the impact of ignoring preventive care.
"We have a vaccine against a virus that can be fatal," she said. "If there were a vaccine for breast cancer, surely you'd see women going in droves to their doctors' offices to get the vaccine and sharing the news with everyone they know."
For more information on Cervical Cancer-Free Kentucky and Cause the Movement, visit www.cervicalcancerfreeky.org.
Mary Hemlepp, APR, is a marketing communications consultant. Contact her at mary@maryhemlepp.com.