Identifying communication themes by using MassQual Storytelling
CLIENT´S CHALLENGE
Each year, approximately 900 women in the Netherlands are diagnosed with cervical cancer, and 200 of them die from this disease. Participation in cervical cancer screening can help detect or prevent the disease on time.
Participation in the program among young women has been decreasing in recent years, with the lowest participation observed in the 30 – 34 age group. At the same time, in this group, 20.2% have HPV, the main cause of cervical cancer. Generally, the highest risk of cervical cancer is among women aged 30 to 45.
To learn more about this target group, the Dutch Population Screening Organization (Bevolkingsonderzoek Nederland) asked DVJ Insights to investigate which communication theme resonates most with young women. The gathered insights are used for a communication campaign with the goal of sharing accurate information, allowing everyone to decide whether to participate or not, based on complete information. Additionally, a pre-campaign assessment (0-measurement) of knowledge, attitudes, and behaviours has been conducted to measure the campaign’s impact in a post-campaign assessment (1-measurement).
THE APPROACH
For the research, the MassQual solution was employed, which is a unique research method for obtaining qualitative insights at scale. Additionally, Storytelling was utilized to uncover what motivates women to participate in the screening or why they hesitate or choose not to participate.
A total of 800 women anonymously shared their personal stories and concerns, yielding valuable insights into the drivers and barriers of participating in the screening (via a specialist-conducted smear test or a self-test). These stories provide Bevolkingsonderzoek Nederland and their communication agency with insights, input, and inspiration for communication.
As part of theme testing, Free associations were employed, another qualitative MassQual technique that maps spontaneous reactions to specific communication themes, classified by the respondents themselves. This guides the most appealing theme for the target group of young women.
RESULTS AND LEARNINGS
The research provides Bevolkingsonderzoek Nederland with insights into awareness of cervical cancer screening (bmhk) and the intentions of young women to participate or not and why.
Many women have limited or incorrect knowledge about the origin of cervical cancer. Only 48% claim to know how cervical cancer originates. One out of three women avoids discussing it due to a lack of knowledge or because they find it a difficult topic. The main reasons for hesitation about participation in the screening are the expectation that the smear test is uncomfortable (50%), a perceived lack of information about the screening (14%), or feeling healthy (13%).
Women who hesitate or do not participate tend to feel more tense and fearful compared to those who do participate. Women willing to participate or who have already participated are more likely to feel grateful and reassured.
Testing various campaign themes through an acceptance profile (accepters, potentials, rejecters) provided insights into which theme is most effective in convincing young women to participate in cervical cancer screening. Health turned out to be a primary driver for participating in the test, addressing the topic openly and providing accurate knowledge offering support to women in their decision to participate.
CLIENT BENEFITS
Participation in the cervical cancer screening program has been steadily declining in recent years. The research reveals that 79% of women aged 30 to 34 want to participate, but only 41% actually do. Additionally, one in three women refrains from discussing the screening due to insufficient knowledge or difficulty talking about it.
Therefore, Bevolkingsonderzoek Nederland, in collaboration with RIVM and KWF, initiates a conversation about cervical cancer with the national campaign “Let’s talk about Cervical Cancer. Have you had the smear test or self-test yet?”
The Dutch campaign runs in the third week of January, during the ‘Cervical Cancer Prevention Week,’ through national media and their owned platforms where women share their experiences and ask questions. The campaign aims to increase awareness and knowledge about the cervical cancer screening program and cervical cancer itself, enabling women to make an informed decision about whether and how they want to participate in the screening.
The research results are also used in the press release and factsheet for the media. The anonymous stories of young women, compiled into a beautiful inspiration book for the client, serve as inspiration for the client’s communication.
