Finalist
It's your health and it should be your say
Summary of work
Breast cancer screening has been the subject of growing controversy, with experts arguing over the benefits and harms it can bring. The controversy made it increasingly challenging to provide information to the public so that they can make an informed choice. The Informed Choice about Cancer Screening team was commissioned to lead the development of a new approach to providing information about cancer screening programmes in England. The quality of the writing in this programme was fundamental to the ultimate success of this approach. A variety of forms of writing were used to engage patients and the public in the review – using networks to amplify the message and extend reach. From mumsnet to charity networks, no territory was left uncovered in the effort to engage, inform and gather opinion from key audiences, gathering opinion. The result was that over 1,100 people and organisations contributed to a review into a highly technical issue and a new consensus was forged about how to deliver balanced information on screening. Engagement with the media through press releases and letters shifted focus to the need for high quality information on harms and benefits.
Judges’ comments
At last, a real attempt to find out what patients think! This was an innovative approach to improving the quality of screening information by engaging with the people who will read it and its multi-channel approach is to be encouraged.
