As Cervical Screening Awareness Week (15-21 June) approaches, Soroptimist International Great Britain and Ireland (SIGBI), is shining a spotlight on early detection with an innovative video campaign now showing in 500 pharmacies.
The charity has long championed cervical cancer awareness, but its latest campaign began when three volunteers had the bright idea of turning an internal charity graphic into a video.
The determined trio contacted a local pharmacy, Pyramid Pharmacy in Cannock, to ask whether the video could be played on its screens. The project then quickly escalated as the chain’s video provider, 9Ways Digital Media, decided to syndicate the video across its 600 screens in 500 different pharmacies up and down the country.
Retired Civilian Trainer for West Midlands Police, Jackie Prince, now one of SIGBI’s Programme Action Leads, said: “SIGBI’s PR and Comms team decided to put our graphics into a video – an idea that came about in conversation with Cathy Cottridge, our Past President, and Ivete Hunt, from our PR Committee – before I approached my local pharmacy to ask if they’d be able to use the video.
“I was told that the screen was provided by a company, so I contacted 9ways Sales Director, Joe, who was more than happy to have the video. We were ecstatic but, at that point, I never thought the video would go viral in so many pharmacies around the country!
“The video is a key part of raising awareness and helps women understand there are other ways to be screened for HPV and cervical cancer. It enables us to reach even more people and help thousands more understand cervical cancer and what services are available to prevent it.”
Joe Siekierkowski, Sales Director from 9Ways Digital Media, said: “When Jackie got in touch, we decided the video held useful health information in a succinct and digestible format that would be useful, not just in her local Pyramid Pharmacy, but could be pushed across our entire network of screens.
“So that’s what we’ve done – the video is now in multiple different pharmacies with different owners. Our screens have a presence up in Aberdeen all the way down to Cornwall and everywhere in between. Being able to help raise awareness for cervical cancer is important to us and we’re glad to be a part of this campaign – one that shows the power of communities and grassroots projects.”
Cervical Screening Awareness Week is a dedicated awareness campaign aimed at encouraging the uptake of screenings – which save an estimated 5,000 lives each year – as well as educating people about cervical cancer and its prevention.
It is estimated that to eliminate cervical cancer altogether, it requires at least 80% of those eligible to attend screening, women 25 to 64 years of age, to take up their appointments.
Screening is important to help people detect certain types of HPV (human papillomavirus) that can cause cell changes to the cervix. These cell changes are easily treated, preventing cervical cancer from developing at all.
Abby Younis, a member of SIGBI’s Cervical Cancer Working Group, said: “I have lived experience of two gynaecological cancers which has reinforced for me the critical importance of the HPV vaccination and routine screening.
“Cervical cancer is preventable. And early detection and effective prevention safeguards lives, while also preserving the quality of life, mental health, and financial security.”
SIGBI members are committed to breaking down barriers by visiting women in their local communities and empowering women to prioritise their health.
A year ago NHS England announced a major advance in women being able to self-test for HPV in their own environment, with self-sampling kits being available during 2026, for women who regularly fail to take up invitations for cervical screening.
This development followed a trial carried out by King’s College London in 2024, when a self-testing kit was offered to 27,000 people. It received overwhelmingly positive feedback from 69% of those who were offered and completed the test.
SIGBI continues to campaign for more options like this to be available which remove barriers to women in completing their routine screening.
As a charity which holds consultancy status at the UN, SIGBI believes that every woman and girl, both nationally and globally, has the right to access timely, effective healthcare, including cervical cancer screening and prevention services.