EFFECT OF ETHNIC MEDIA ON CERVICAL-CANCER SCREENING RATES

The effect on cervical screening rates of paid publicity on ethnic rad io was evaluated. The radio publicity occurred during three discrete p eriods between 1992 and 1994. The numbers of women having Pap smears b efore and after the intervention were compared in postcode areas with high and low percentages of residents of non-Englishspeaking backgroun d. During the second and third publicity periods, when the media cover age was more intense, a larger increase in screening rates was evident in postcode areas with high percentages of women of non-English-speak ing background. Across the three intervention periods, the media publi city appeared to generate an additional 6.7 per cent (95 per cent conf idence interval 4.4 to 9.2 per cent) increase in screening in areas wi th a high proportion of women of non-English-speaking-background compa red with changes in screening in areas with a low proportion of women of non-English-speaking background. Paid publicity on ethnic radio may be an effective strategy to increase cervical screening rates among w omen of non-English-speaking background.