You Need to Know: evaluation of a uterine cancer awareness campaign for Black and Asian ethnic minority women in North East London.

Abstract

Introduction: The 'You Need to Know' (YNTK) uterine cancer (UC) awareness campaign was designed and conducted in North East London (NEL) in response to high UC mortality rates reported among women from Black and Asian minority groups. YNTK aimed to raise awareness of red-flag symptoms, address misconceptions and encourage earlier presentation to healthcare services with a long-term aim of reducing the number of patients diagnosed with advanced stage UC. Information materials were designed in consultation with members of Black and Asian ethnic minority groups from NEL, and the YNTK campaign was delivered between January 2023 and April 2024, in collaboration with The Eve Appeal, a gynaecological cancer charity.

Methods: A process evaluation was conducted using data collected through (1) A questionnaire of pre-campaign UC awareness in women from the target population, (2) Outreach talk attendance and feedback questionnaires and (3) Interviews with staff members who played a role in organising or delivering the outreach talks.

Results: Application of the reach, effectiveness, adoption, implementation and maintenance (RE-AIM) framework enabled a comprehensive analysis of the impact of YNTK, and enabled the identification of areas for campaign refinement. In particular, enhancing language interpreter support and overcoming barriers to in-person events were highlighted. It was acknowledged that the campaign did require resources in the form of staff and venues, and maintenance could be supported through the use of multi-lingual information resources shared by community members.

Conclusions: The YNTK campaign has provided valuable insights into maximising the effectiveness of a targeted cancer awareness intervention at the community level. Despite logistical challenges, YNTK appears to have been effective in achieving its primary objective of increasing UC awareness, as evidenced by the positive feedback from event attendees, although the clinical impact on UC diagnosis will need to be evaluated over the coming months and years.