England Northern Ireland Scotland Wales

Last updated:

Cervical cancer campaign wins BMA patient information award

FLOWER POWER: The campaign has raised awareness of cervical cancer

A video clip urging women in Scotland to ‘stop fannying about and get tested’ won the top prize in the BMA patient information awards yesterday.

The Cervical Screening Flower Campaign by NHS Scotland and the Scottish Government aimed to grab attention and so increase uptake in screening appointments for women in lower socio-economic groups.

Almost half of women surveyed said they attended a smear test or had spoken to their GPs, friends or family members about it as a result of the campaign.

The campaign was named as the Patient Information Resource of the Year 2018 and Innovation Special Award of the year at the awards ceremony in BMA House, London. The awards were presented by BMA president Professor Dinesh Bhugra.

Other winners included the Children’s Liver Disease Foundation for Joe’s Liver Transplant Story, a resource to help children to understand what the operation is and involves.

Compassion in Dying, a charity, won the equality, diversity and inclusion special award for Your Treatment and Care: Planning ahead for the LGBT Community.

BMA senior policy adviser Clare Woodford described it as a really valuable resource.

‘I'm sure it will take the complexity out of a very hard to understand but important aspect of healthcare decision making.’

Full list of winners

Read more from Keith Cooper and follow on Twitter.