Social media backlash after women "dehumanised"

Monday 07 June 2021

The States of Guernsey's awareness drive of free, potentially life saving screening for cervical cancer has gained publicity for the wrong reasons, after its language was widely criticised as being dehumanising and offensive to women.

The Bailiwick's Cervical Screening Awareness Campaign, which will run for the next three weeks, was designed to reach out to women aged between 25 and 65, as well as non-binary and trans men who were female at birth, and intersex people.

It is reported that approximately 70% of women with cervical cancer could have been identified earlier had they attended a screening, which were made free in 2019 by the States. 

This year the Bailiwick’s Cervical Screening Awareness Campaign will launch today (7 June) and run for 3 weeks.
This encourages anyone with a cervix to have their free screening appointment when invited.
More info at: https://t.co/e69W29HJqU#WeAreAllSmearReady#DropYourPants pic.twitter.com/SDjpBZvgTG

— States of Guernsey (@Govgg) June 7, 2021

Since then, health services have been trying to raise potentially life-saving awareness of cervical cancer by increasing uptake, with just 60% of 25-49-year old women and 63.5% of 50-65-year-old women screened for cervical cancer. 

The States' post has been widely shared, but for the wrong reasons, with the language used criticised for being "dehumanising", "alienating" and counterproductive by making the process more confusing and difficult to understand.

The States of Guernsey's post "encourages anyone with a cervix to have their free screening appointment when invited."

Pictured: More than 100 people have so far criticised the States of Guernsey's post. 

Reducing the risk of cervical cancer is dependent on achieving a high uptake of cervical screening, says Public Health Practitioner Emily Davies. 

"There is a lack of understanding of cervical screening and a range of myths and misconceptions about what it involves," she said. "Our mission is to achieve a sustained increase in cervical screening for anyone with a cervix in order to reach the target of 80%.

"This year we are working hard to ensure those who are eligible for screening make an appointment when they are invited to do so. Also, if someone has missed a screening appointment, please don't wait for another letter in 3 years' time. The service is free and could save your life."

In an attempt to 'lighten the tone' around this serious campaign, Choices, Primary Care, The Orchard Centre and Bright Tights have jointly launched the campaign with the slogan 'Drop your Pants', stating: "This increasing [sic] common approach of combining a desire to change social behaviours and craft is a fun way of prompting discussion around a subject that is sometimes considered taboo."

In the Bailiwick, cervical cancer accounts for 1 to 2 deaths per year with an estimated five new cases diagnosed annually. Free screening was introduced in 2019 when, the then, Committee for Health & Social Care agreed to prioritise some of its budget to pay for this screening programme.

For more information about free cervical cancer screening, click HERE.