#SjekkDeg: The campaign that’s getting Norwegian women screened

Marketing strategies and public engagement

The success of the #SjekkDeg campaign relies heavily on effective communication and public engagement. Each year, the campaign employs a multi-channel marketing strategy to reach a broad audience and encourage participation. Key components of the marketing strategy include:

1. 1. – Social media: Social media platforms like Instagram and Facebook play a pivotal role in the campaign’s outreach. By sharing real-life testimonials, video messages from healthcare professionals, and engaging content from influencers, the campaign reduces stigma and makes the conversation around cervical cancer approachable. The use of the hashtag #SjekkDeg helps build a recognizable digital footprint and fosters community engagement.
   2. – Collaborations with media: National and regional media outlets play a vital role in spreading the message. Interviews, feature stories, and opinion pieces highlight the importance of cervical screening and share personal experiences from women who have benefited from early detection.
   3. – Targeted messaging: The campaign uses targeted messaging to address specific demographic groups. For instance, younger women may receive digital reminders and information through social media, while older populations are reached through traditional media and direct mail campaigns.
   4. – Integrating healthcare providers: General practitioners, gynaecologists, and public health clinics are crucial partners in the #SjekkDeg campaign. They provide patients with information, encourage participation, and offer free or very cheap accessible screening appointments.
   5. – Community events and grassroots activation: Throughout the campaign in January, local communities organise local events, public talks, and free screening opportunities. By engaging with communities in familiar environments, #SjekkDeg lowers practical and psychological barriers to participation. These face-to-face initiatives create a tangible connection to the campaign’s mission.
   6. – Sharing screening data: The Cancer Registry shares updated data on screening participation and lives saved with the Norwegian Cancer Society and the media. By showcasing these results, the campaign not only motivates more women to get screened but also strengthens the case for increased funding and resources. Demonstrating the campaign’s impact encourages policymakers and stakeholders to invest more in future outreach efforts.
   7. – Invitation letters: During the campaign, CervicalScreen Norway sends invitation letters to 25-year-olds, welcoming them to the screening program for the first time. This targeted outreach ensures young women understand the importance of regular cervical screening from the start.
   8. – Avoiding cultural barriers: By running the campaign in January, #SjekkDeg strategically avoids overlapping with Ramadan, ensuring that women from diverse cultural backgrounds can participate in screenings without conflict.