Effect of ethnic media on cervical cancer screening rates.

The effect on cervical screening rates of paid publicity on ethnic radio was evaluated. The radio publicity occurred during three discrete periods between 1992 and 1994. The numbers of women having Pap smears before and after the intervention were compared in postcode areas with high and low percentages of residents of non-English-speaking background. During the second and third publicity periods, when the media coverage was more intense, a larger increase in screening rates was evident in postcode areas with high percentages of women of non-English-speaking background. Across the three intervention periods, the media publicity appeared to generate an additional 6.7 per cent (95 per cent confidence interval 4.4 to 9.2 per cent) increase in screening in areas with a high proportion of women of non-English-speaking-background compared with changes in screening in areas with a low proportion of women of non-English-speaking background. Paid publicity on ethnic radio may be an effective strategy to increase cervical screening rates among women of non-English-speaking background.