Annual Review 2015
impact Itâ€™s been a
2 Annual Review 2015
Joâ€™s Cervical Cancer Trust
4 An impactful year in so many ways 6 Providing information every step of the way 8 Being there when you need us 10 Partnering with health care professionals 12 Addressing fears and supporting minority groups 14 Getting cervical cancer on the political agenda 16 Shouting about prevention 18 A year of impact 20 Thanks a million 22 Where we raise and spend our money 23 2016 and beyond
As a close friend of Jo and James Maxwell and godmother to their son Thomas, Louise Newton witnessed Jo’s journey first hand. Since then, she has worked tirelessly as one of the charity’s original Founding Friends helping to spread the word and raise thousands of pounds. “Jo and I met in London in our early twenties and became great friends. We ended up having babies at around the same time so we used to walk our dogs together on Clapham Common with the pushchairs. You know how girls are, you say things that you just don’t discuss with anybody else and I can remember her telling me all her symptoms – and I suggested that she needed to get a second opinion because it just didn’t sound right. So I went through it with her from the word go. However, we were young and none of us really appreciated how serious it was until much later on. “When Jo became very ill, there was nobody in the same boat as her and she felt terribly alone. That’s why Jamie set up the charity; he didn’t want anyone else with cervical cancer or its symptoms to feel so alone. If Jo’s Cervical Cancer Trust had been around for Jo, she would have felt so much more comforted, informed and supported. “After Jo died, Jamie called a gang of us together because he knew what he wanted to do but needed our help. We formed the Founding Friends to raise funds for the charity to develop its work and support as many women as possible.
“I love being involved because both the charity and I really feel that Jamie’s vision has worked. Jo’s is encouraging more women to get their smears. If a woman finds that she has a problem and has to go for treatment, there is now somewhere she can go for help or information.” Alongside her fellow Friends, Louise has played a vital role in raising money for Jo’s Cervical Cancer Trust through numerous events, including a pop-up art gallery and an annual tennis tournament. Louise personally introduced the charity to several trusts and foundations and she was also one of the driving forces behind this year’s biggest fundraising success - a sell-out private viewing event at the Victoria & Albert Museum, which raised £112,000. Jo’s Cervical Cancer Trust
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impactful year Foreword by Robert Music and Clodagh Ward
in so many ways
2015 was a very positive year for the charity. Record numbers of women accessed our support services, our awareness and education programmes had a greater reach, we developed new targeted materials and products around the importance of cervical cancer prevention to reduce inequalities amongst hard to reach groups, whilst general awareness of our work and reputation has positively increased. We are incredibly proud that the charity’s work was recognised through winning a coveted GSK IMPACT Award run in partnership with The King’s Fund, which recognises small to medium sized charities providing excellence in health and wellbeing. We couldn’t have achieved this without the amazing commitment of our staff, volunteers and supporters; thank you to you all. Our #SmearForSmear campaign that aimed to raise awareness about the importance of screening to women aged 25-29 went viral. It went on to
win Best Communications Campaign at the Third Sector Excellence Awards and a Highly Commended PR Week award. Another milestone was that the charity raised over one million pounds for the first time (£1.12m). This allowed us to invest more funds into our charitable work than at any other time in our history, enabling us to have an even greater impact. Despite this having been a very positive year for the charity, a range of recently released statistics have highlighted that there is still much to be done. Cervical screening
RobertMusic Chief ClodaghWard Chair Executive coverage continues to fall, incidence is on the rise once again and the UK now has one of the worst cervical cancer survival rates in the developed world, registering as number 21 out of 23 countries. We believe there is a need for an urgent review about how we reach and target the many different groups in our society that aren’t attending screening. Currently what we’re doing clearly isn’t working. It’s absolutely paramount that all four UK governments invest in targeted cervical cancer prevention campaigns at a local level as well as look to review the programme to address these urgent issues to ensure every woman is empowered, engaged and is able to access screening as easily as possible.
Following the annual staff and trustee strategy session, the charity agreed to fund scoping work to explore the possibility of eradicating cervical cancer in the UK and that until we achieve this goal, the charity will continue to strive to ensure that every diagnosed woman gets the support they need. During 2015-16 we will commission modelling work that will help us better understand the feasibility, costs and timescales required to achieve eradication. The impact and achievements of 2015 marked a significant change in pace for our fight. We will continue to make an impact on the lives of those affected, but now is the time to step up our campaigning so that eventually no UK woman will ever have to face a cervical cancer diagnosis in the first place.
After Ted Tugwell sadly lost his wife Angela to cervical cancer one of the main emotions he felt was anger at losing her so young. But rather than sit around, Ted decided to channel his energy into fundraising. Together with Angela’s sister Julie, Ted set himself the target of raising a staggering £100,000 for Jo’s Cervical Cancer Trust. “Julie and I wanted to support Jo’s Cervical Cancer Trust because Angela found the charity so helpful during her illness. They do a fantastic job for women and their families and they are dedicated to preventing the illness that ultimately cost Angela her life. “We’ve done so many different things to raise money and I’m proud of them all, but the event that really stands out is the Great South Run. In 2014 we raised £12,600 and the 2015 run should bring in a similar amount. It’s a really important event for me because it coincides with my wedding anniversary and I run every step together with Angela’s sister. “The main reason for doing all this is to create a legacy for my daughter Emma. Her mum was a fantastic person and by creating the Angela Tugwell Tribute Fund, Emma will be able to look back and see the thousands of tribute messages left in honour of her mum.
“I was pleased to hear that some of the money we have raised was used to fund the 2015 Let’s Meet event and that it was held in Angela’s name. That’s just the kind of thing we want to see – supporting more women going through treatment and their families. “I also hope that the money we’ve raised will help Jo’s Cervical Cancer Trust to continue raising awareness about prevention. If we can persuade more women to go for screenings, then we will have achieved something.” Jo’s Cervical Cancer Trust
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Jo’s Cervical Cancer Trust
Providing information One of the ways we support women is by providing easy-to-read printed and online information covering all aspects of cervical cancer and cervical abnormalities; from first screening right through to diagnosis, treatment and beyond. This year, we expanded and improved our range of resources to reach more women than ever before.
Thanks to our close work with our patient information group, Jo’s Voices, and health care professionals, we have been able to identify, improve and fill some gaps in our online and printed information. We now have 24 printed publications (compared to just two in 2010) and are already seeing the impact, with a 30% increase in orders on the previous year. Our website now features over 80 online information pages (compared to just a handful five years ago) covering many new subjects including ‘sex and intimacy after cervical cancer’ and ‘being a partner of a woman with cervical cancer’. We have responded to feedback about the look and feel of our printed materials by giving them a bit of a facelift. Our A4 factsheets are
of the way
now A5 booklets with a bigger font size, so they’re more discreet and easier to read, and other materials feature images of real women rather than illustrations. So far, the new look has been well received and we are pleased to report that a survey among people who had ordered our publications showed that 100% of respondents rated our materials and their quality, presentation and ease of use as ‘good’ or ‘excellent’. Film is a powerful and impactful storytelling tool enabling those affected to support others through sharing their own story. Our new ‘Moving Forward’ films record life after a diagnosis and treatment for both women and their partners. To date they have been viewed over 1,700 times. Our new and improved materials have made such an impact that we are delighted to have won The Osborne Memorial Award in the Plain English Campaign’s 2015 Awards for ‘vital, accessible and engaging’ printed and online information and resources.
increase in traffic to our information pages compared to the previous year
views of our ‘Moving Forward’ film
300,000 Number of potential people reached through materials
Browse our website for all of our current information:
After going for a regular smear test in 2014, Yoshie Kimura was shocked to discover that she had stage 1b1 cervical cancer. Having had no symptoms, it came as a complete surprise and Yoshie had no idea what to expect. Living far away from her family in Japan, she felt isolated until a Macmillan nurse told her about Jo’s Cervical Cancer Trust. “I had no idea about the cancer and treatments, but the Macmillan nurse at St Mary’s hospital in Manchester was very helpful. She knew about Jo’s and gave me a leaflet, explaining about their support groups and that I could meet other people in a similar situation. Having been to the local group herself she assured me that they were very friendly.
“I live on my own and my family is in Japan, but thanks to the local Jo’s support group I never felt lonely while I was having treatment. Outside of meetings, I would go onto the support group’s private Facebook page and the ladies would always be there for me. When I posted something, they always replied with warm words, even people who I hadn’t met at the group gave me so much encouragement. “What makes Jo’s so special is the people; everyone is so friendly. In September I also attended Let’s Meet. Nobody else from my group could make it so I went on my own but it didn’t matter because everyone was so kind and welcoming. We had been through the same experience so we could understand each other without even speaking. “I’m still part of my local group, even now my treatment has finished. The charity has helped me a lot so I think it’s my time to help other people by offering them support.” Jo’s Cervical Cancer Trust
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Jo’s Cervical Cancer Trust
when you need us
We recognise that support isn’t a 9 to 5 job and thanks to our website and the popularity of our Online Forum, we are able to support those affected and their loved ones 24/7, wherever they are. This year we’ve worked hard to raise awareness of our Online Forums, especially through digital and social media advertising, which as a result were 55% busier. We also launched a private forum for women with advanced stage cervical cancer and another one for partners as we recognised that both of these groups may need to talk privately in a different way. For those looking for a listening ear our free national Helpline is there and after a successful pilot period in October 2014, we rolled out a new Callback service in April 2015 offering callers a follow-up call at a time that suits them, which 93% said they found helpful. The unwavering dedication of our volunteers is crucial to the success of our support services. Our health care professionals who answer the questions submitted via our popular Ask The Expert service responded to 32% more questions compared to the previous year, with 94% of users finding the service helpful. In return,
we want to ensure that all our volunteers feel valued and supported. This year we launched a dedicated ‘Volunteer hub’ on our website and thanks to our efforts in continuously supporting our volunteers we also gained the Investing in Volunteers accreditation from the National Council for Voluntary Organisations. Our annual patient information day Let’s Meet, held in September, provided 38 women affected by cervical cancer and 17 partners with an opportunity to share their experiences and attend expert workshops, it was great to see 86% reporting feeling less isolated afterwards. Providing support to women after diagnosis and treatment is vital, so at the end of 2014 we launched the world’s largest patient survey to assess the long term impacts of cervical cancer treatments. Our interim report will be published towards the end of 2015 with phase two of this work being an online survey open now, that will run until Spring 2016.
763 93 3,394 72 number of calls taken on our Helpline
found the Callback service helpful
number of new forum members
Online Forum number of support group meetings held
See our full range of dedicated support services:
After turning to Jo’s Cervical Cancer Trust for support in 2014 following her own experience with cervical abnormalities, Claire decided she wanted to help others and joined the team as a service volunteer. She now runs our support group in Bristol and loves being around ‘truly inspirational people’. “I became a group leader after my own experience with cervical abnormalities. I found Jo’s tremendously helpful so afterwards I wanted to get involved and help other women going through a similar experience. There was a need for a support group in Bristol so it was a perfect opportunity. “The group has met four times now and we are growing in size with each meeting. The local oncology and colposcopy teams are telling women about the group and featuring information about the charity in their departments which really helps. I also recently attended the local liaison support meeting at the Oncology Centre in Bristol for all the charities who support people with cancer which is creating a great local network.
“Sadly, cervical cancer is still not widely talked about due to its intimate nature. Having a place where women can talk openly is really important. The meetings enable women to discuss any topic and share their experiences and knowledge, which is a great support for all involved. We have had one guest speaker so far and a dietician is lined up for early next year. We also have a private Facebook group where everyone can keep in touch between meetings. “I have met a group of fantastic people in the Jo’s team who are incredibly passionate about what they do. Combine this with the ladies who attend the group and support each other, and you have a group of truly inspirational people.” Jo’s Cervical Cancer Trust
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with health care professionals
Engaging the health care sector enables us to reach more women and raise awareness of our services, so this year we aimed to reach 10,000 health care professionals by attending and speaking at key events. As a result, more health care professionals now recognise and value the support we can offer to women in their care and are readily passing on materials and information about our services. We’re making an impact, but we believe there is more we can do. Our research into secondary health care engagement showed that only 30% of patients were being made aware of our services at point of diagnosis. To tackle this, we ran a sixmonth pilot scheme with 111 health professionals across 12 targeted areas which successfully increased levels of engagement and referrals. Our campaign weeks also make a big difference, with 75% more materials being ordered during Cervical Screening Awareness Week in June compared to non-campaign periods. This year, our annual Cervical Screening Awards recognised two organisations for excellent work in their local communities, both of which resulted
in more women taking up their cervical screening invitations. Barnsley Council’s ‘Fear or Smear’ campaign helped to dispel some of the myths around cervical screening in an area where uptake for cervical screening is notoriously low. The campaign reached into every corner of the community and raised awareness with innovative use of posters, social media and via partnerships with local retailers, commissioners, media agencies and local women. Newcastle Upon Tyne NHS Trust’s ‘Josephine’ project came about after their own research revealed that only 20% of women with learning disabilities were attending cervical screenings,
number of health care professionals we engaged with in 12 targeted areas
10,000 number of health care professionals potentially reached through information stands at key events
compared to 77% in the general population. ‘Josephine’ is a lifesize interactive doll designed to help women with learning disabilities overcome any fears and misconceptions about the smear test via a series of workshops and experiences. Feedback from women included the quote, “Smear tests are uncomfortable but it’s not so scary now”.
Help us to find out
See our current research programmes:
Health care professional
Adeola Olaitan is a Consultant Gynaecological Oncologist at University College Hospital, London. She also plays an essential role here at Jo’s as a medical advisor for our Ask The Expert service, peer reviewing our publications and speaking to the media on our behalf. “A cervical cancer diagnosis can be devastating because it often affects younger women who haven’t even considered cancer and perhaps haven’t started their families yet. There’s a lot to take in, including the effects of treatment and possible loss of fertility. So as part of their treatment plan, they will see a clinical nurse specialist, who will advise them where to find more support and give them information about Jo’s Cervical Cancer Trust. We have all the charity’s publications at the hospital and we know that patients find Jo’s a tremendous resource for information and advice. “In turn, I support what Jo’s Cervical Cancer Trust does by acting as a medical advisor and answering questions submitted through their Ask The Expert service. Most frequently, I am asked to respond to questions and concerns surrounding screening and treatment, such as going for smears or a colposcopy which many women worry about. “On a broader basis, I speak to the media on behalf of the charity and also peer review their medical resources. Recently, I advised on their video for women with learning disabilities, covering the medical aspects and also helping to simplify things and making sure it wasn’t too much in medical speak. I also helped to chair and facilitate events for organisations within Black, Asian and Minority Ethnic (BAME) communities providing them with tools to raise awareness, because statistics show that the lowest uptake of cervical screening is amongst women from this background. “I very much admire the work that Jo’s Cervical Cancer Trust does, particularly because they cover the whole spectrum of the disease, including prevention, detection, treatment and then what happens after treatment. The success of screening has made cervical cancer relatively rare so it doesn’t get spoken about much compared to say, breast cancer. As well as supporting women with cervical cancer and cervical abnormalities, the charity works very hard to raise awareness, which is tremendously important.” Jo’s Cervical Cancer Trust
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Addressing fears and
This year, we took positive steps to increase awareness about prevention within hard to reach groups, such as women from ethnic minorities and those with learning disabilities. By increasing our investment and working with organisations that target these groups, we are making an impact on some worrying statistics. Shockingly, just 20% of women with learning disabilities have regular cervical screenings. To help address this, we partnered with Public Health England to develop a health education film resource entitled ‘The Smear Test Film’. Featuring real women with learning disabilities, the film aims to help women make a decision about whether to attend their cervical screening and supports their carers in broaching the subject. To date, we have distributed over 500 copies of the film and the YouTube version has had over 3,000 views making a big impact among learning disability nurses, carers and women with learning disabilities. To complement the film, we produced a specialist EasyRead booklet created with input from women with learning disabilities. It explains what women can expect, their rights and addresses the reasons why many women with learning disabilities may not currently attend cervical screening. Previously, we have looked at attitudes among
Black, Asian and Minority Ethnic (BAME) women, compared with white women. The results gave us real cause for concern with 30% more BAME women saying they had never attended a cervical screening appointment and four times as many saying ‘It did not seem relevant’. In 2015, we commissioned some focus group work and film emerged as the best way to engage this group. We then collaborated with the Community Health and Learning Foundation (CHLF) alongside expert and community focus groups to produce a film titled ‘Your Guide to Cervical Screening (smear test)’. The film describes what will happen during the test and how it can help to prevent cervical cancer. It features real women from different ethnic backgrounds and uses animation to make it easier to understand. After the film’s launch in July 2015, initial feedback by BAME women viewing the resource has been very positive.
number of copies of ‘The Smear Test Film’ DVD ordered
65 43 Watch
believed ‘The Smear Test Film’ helped women who were shown the movie make a decision about cervical screening attendance
who ordered ‘The Smear Test Film’ DVD used it for women with learning disabilities (50% used it to improve their own or health care professionals’ knowledge)
‘The Smear Test Film’ here:
Nargis with her daughter
Outside of her ‘day job’ in medical writing, Nargis Mandry works within her local community to raise awareness about health issues, including cervical cancer prevention. Despite an initial traumatic personal experience, Nargis volunteered to take part in a film for Jo’s Cervical Cancer Trust designed to encourage more BAME women to attend cervical screening. “My personal introduction to cervical screening wasn’t pleasant. I had made an appointment to see the nurse about a thrush infection, but she decided to give me a smear test. Unfortunately, she didn’t explain what the procedure involved and what was about to happen - she just did it. I bled and was completely traumatised by the experience. “At the time, I hadn’t even heard of a smear test or why it’s done. Sexual health is rarely talked about among the Asian community and most Asian women are unaware of the importance of cervical screening. In England, women are sent their first invitation for routine cervical screening at the age of 25. I am trying to raise awareness and encourage more Asian women to take up their appointments. “My advice to women who receive the invitation is to visit their GP. If you’ve never had sex, screening is still recommended but you may choose to not have the test and your doctor or practice nurse can talk to you about this. I still find it difficult attending my own cervical screenings but I remind myself the test is the main way of preventing cervical cancer.
“I’m really proud that Jo’s have created this video. They involved women from every ethnic group and it was so powerful to see real women talking about their real-life experiences. That is what will touch the women they want to reach. The video explains everything a woman needs to know about the test, and what to expect. It would be great to include a link to this video in the invitation letters so that more women can be empowered to make an informed decision and take up cervical screening.” Jo’s Cervical Cancer Trust Annual Annual Review Review 2014 2015 13 13
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Joâ€™s Cervical Cancer Trust
Getting cervical cancer on the
We are significantly increasing our focus and investment within the political arena to ensure all women have access to cervical cancer prevention programmes, best treatments and support services. Throughout the last year, we have been involved with activity in all four UK parliaments, including one-to-one meetings with the English and Scottish health ministers. In the lead up to the General Election, we launched a manifesto and also ran a parliamentary drop-in event at Westminster to enable MPs to obtain information about cervical screening uptake in their constituencies. Forty-five MPs attended, including two Shadow Health Ministers, Luciana Berger (pictured with Robert Music) and Andrew Gwynne, and Andrew Jones, Parliamentary Private Secretary to the Health Secretary Jeremy Hunt. We also managed to secure 24 questions across the four nations during the lead up to the General Election. We were very pleased to receive support from the Public Health Minister Jane Ellison, who contacted us after Cervical Screening
Awareness Week as a result of the significant and impactful press coverage generated by our concerns around women over 50, where cervical screening rates are at their lowest since 1999.
number of MPs attending our parliamentary drop-in session
questions asked across the four parliaments
As well as our national focus on prevention, we also piloted three local round table events in Newcastle, Liverpool and Brighton, where cervical screening uptake is lower than the national average. Meetings were chaired by the local MP and attended by key local experts and influencers in public health to explore how to improve the situation. Discussions are on-going and we are looking to extend this activity to other target cities and towns throughout 2015-16.
Help us form opinions and prompt change:
As national co-ordinator for the cervical screening programme across NHS Scotland, Carol Colquhoun regards Jo’s Cervical Cancer Trust as a valuable contributor to their communications strategies. With screening age about to be raised from 20 to 25 in Scotland, Carol talks about how collaborating with organisations like Jo’s is vital in their work to raise awareness and ensure women are fully informed about the changes. “In 2004, NHS England raised the age for women to be screened routinely from 20 to 25, based on evidence that cervical cancer is extremely rare in women under 25. In Scotland, we took the decision to wait until 2016 when the first phase of young women to receive the HPV vaccination will reach the age of 20. So although women now won’t be offered screening until 25, the vast majority will have been vaccinated (uptake is over 90%). Jo’s recognise the different approaches and this support is very important to us. “Communicating these changes to women in Scotland is crucial and Jo’s Cervical Cancer Trust is a very active member of a collaborative group that is feeding our communications strategy. The survey work that Jo’s carried out with women about screening and treatment has particularly informed the text for our materials.
“Incidence of cervical cancer in Scotland has dropped by almost 50% since the screening programme was introduced in1988 but cervical screening take-up rates fluctuate. They spike whenever there is publicity around the disease and we have learnt a lot from the marketing work that third sector organisations like Jo’s Cervical Cancer Trust do; particularly high profile media campaigns like #SmearForSmear. “The knowledge and experience that Jo’s bring will help us to target areas and demographic groups where screening take-up rates are lower and get the message out there - that cervical cancer screening picks up precancerous cell changes and can prevent cervical cancer.”
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Jo’s Cervical Cancer Trust
Our awareness weeks and campaigns enable us to not only raise our profile but spread the word about cervical cancer and prevention, highlighting key messages and making a big impact amongst decision makers, influencers and the wider public. One of our biggest achievements this year was Cervical Cancer Prevention Week in January when we were delighted by the reach of our #SmearForSmear campaign; read more about this award winning campaign on page 19.
about cervical screening. Meanwhile, for the third year running Sainsbury’s donated 50p for every pair of knickers sold in store during CSAW raising over £50,000. In total they have raised £150,000 for our work for which we are incredibly thankful.
June’s Cervical Screening Awareness Week (CSAW) featured a PR campaign around a new survey we commissioned, which looked at barriers to screening for women aged 50-64. It revealed that almost two thirds of women in this age group did not know cervical cancer is caused by HPV and that 53% of women over 50 who are not attending their screening would be happy to use a HPV self-sampling test. We are now calling for more research into self-sampling.
In September 2014 we also worked with GSK on ‘Time To Test’ in response to our research that revealed 26% of women surveyed would be more encouraged to attend their screening if their company was more flexible about taking time off for an appointment. It asked companies to sign up to the ‘Time to Test’ charter and make a pledge to raise awareness internally of this important issue.
A grant of £33,000 from Simply Health enabled us to run a bus advertising campaign in cities where screening attendance is particularly low, and a year long campaign on selected GP surgery TV screens with a 30 second advert
We featured in all the campaign materials and were the expert spokespeople for the media campaign. Since then, GSK has generously donated the ‘Time to Test’ website to us and we are exploring its potential within the business community.
4million potential audience reached through bus campaign in four cities
increase in website users during CSAW compared to the previous year
239 the number of media pieces promoting Time to Test
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Joâ€™s Cervical Cancer Trust
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18 Annual Review 2015
Jo’s Cervical Cancer Trust
A year of
Being the only UK charity that is dedicated to women affected by cervical cancer and cervical abnormalities it is fantastic when our work is recognised for the impact we are making on women’s health by raising awareness about cervical cancer and prevention.
This prestigious award recognises small to medium sized charities for excellence in the health and wellbeing sector. We beat over 350 charities to win one of 10 accolades, which were judged by a panel of health and charity experts including broadcast journalist Fiona Phillips; Gilly Green, Head of UK Grants at Comic Relief; Sir Christopher Gent, Chair of GSK; and Sir Chris Kelly, Chair of The King’s Fund. The award was accompanied by a £30,000 unrestricted donation, plus additional access to
training and development worth an estimated £6,000. Winners were also invited to join the GSK IMPACT Awards Network which supports more than 60 award-winning charities with the opportunity to develop their leaders, share and learn from each other’s experiences and expertise, and build recognition of their contribution to their communities. The judges said:
In May 2015, we were incredibly proud to receive a GSK IMPACT Award, in partnership with The King’s Fund, at a ceremony held at the Science Museum in London.
Jo’s has influenced and pushed the agenda showing dedication to excellence in a single field. It demonstrates a good use of social media and they work hard to reach those that most need their services
number of applications we were chosen from to win a GSK Impact Award
the number of award winning organisations we’ll be able to connect with thanks to the GSK Impact Awards
500million potential number of people seeing our #SmearForSmear campaign
#SmearForSmear is a social media campaign that we launched in response to a worrying trend. In 2014, statistics showed that only 1 in 3 women aged 25-29 attended cervical screening with increased numbers being diagnosed with cervical cancer. In fact, this age group has a notoriously low uptake which is falling year on year; a growing concern of ours. We wanted to put cervical cancer prevention in the spotlight as quickly and effectively as possible for this age group. #SmearForSmear did just that. For it to be a success we knew the campaign had to have a simple, clear and very targeted message to encourage women to book their smear test. The concept we created was a social media campaign; post a selfie of yourself smearing your lipstick on social media with #SmearForSmear and nominate your friends to do the same. Launched at the start of Cervical Cancer Prevention Week, the results surpassed everyone’s expectations with the campaign going viral across 35 countries and five continents. In just one week the #SmearForSmear twitter hashtag was used over 15,000 times and our new Instagram account was flooded with over 10,000 picture uploads; the campaign reached an overall audience of 500 million people.
Many celebrities got involved including Georgia May Jagger, Cara Delevingne, Rita Ora, Stephen Fry and Gaby Roslin helping us spread the word about the importance of cervical screening. #SmearForSmear proved to be a cost-effective and inspiring way to engage key audiences and influencers. It was simple to understand, had a clear focus and was targeted to an urgent need. More importantly, we received messages from women on social media telling us it had encouraged them to book their cervical screening appointment.
the number of time the hashtag #SmearforSmear was used
Instagram picture uploads
the number of countries that the campaign reached
As a result of its success, the campaign has since been awarded ‘Communications Campaign of the Year’ at the 2015 Third Sector Awards and received a highly commended accolade at the PR Week Awards. 19
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Jo’s Cervical Cancer Trust
2014-15 has been an amazing year and we were delighted to raise over £1 million for the first time. We couldn’t do any of this without the generosity of our amazing supporters and we are extremely thankful for every single donation received. It’s been quite a year, with corporate support increasing by 40%. Particular thanks go to our Founding Friends who helped us celebrate our 15th anniversary in style by hosting a sell-out event at the Victoria & Albert Museum, which raised a staggering £112,000. Over 500 guests enjoyed a wonderful evening with champagne, canapés, a private viewing of the Constable exhibition and a charity auction. As one of three charities that benefit from the Women V Cancer cycle events series, this year we were delighted to have received £387,397 – a big increase from £225,000 the year before. One of the most popular Women V Cancer events is Ride The Night, which saw thousands of women taking to their bikes around the
increase in charity income through fundraising
increase in funds raised through our five flagship fundraising events, Steps for Jo’s
moonlit streets of London. Overseas challenges also continue to be extremely popular with a venture to Africa in 2016 and future challenges planned for Vietnam and Cambodia. Our own annual flagship event, Walk for Fun, was rebranded Steps for Jo’s in 2015 to include supporters who wanted to run as well as walk. For the first time, more than 500 people took part across five regional events, which raised £28,000 (27% more than the previous year). Steps for Jo’s 2015 participant
Really enjoyed it - lovely people, well organised
involved Fundraise for us and help us reach this year’s charitable targets:
Ann Frampton is the inspiring lady behind Action For Charity. Their Women V Cancer global cycling challenges have now raised over £5 million for Jo’s Cervical Cancer Trust, Ovarian Cancer Action and Breast Cancer Care. As well as overseas challenges, they also organise the highly successful Ride The Night event, which raised over £380,000 for Jo’s in 2015. “When I set up Action for Charity 16 years ago, our aim was to organise events and challenges for smaller charities that perhaps didn’t have their own in-house expertise or the funds, so Jo’s Cervical Cancer Trust fitted our criteria perfectly. They’ve grown a lot since then and we’re so happy to have contributed to their success. “I started the Women V Cancer challenges because I particularly wanted to do something around the three main cancers that affect women - breast cancer, ovarian cancer and cervical cancer. Everyone knows someone that has been affected by at least one of these cancers, including me.
“My mum died of ovarian cancer and my sister and I both had cervical cancer when we were younger. We had our babies at about the same time and both of our post-natal smear tests came back as abnormal which turned out to be cervical cancer. I nearly didn’t go for my post-natal smear. I was 23, I’d just had a baby and I’d never heard of cervical cancer. If I hadn’t gone, I probably wouldn’t be here today. “By uniting three charities around one cause, Women V Cancer has created a powerful force that reaches out to so many women and also helps to raise awareness which is so important. There are still a lot of women, particularly young women that don’t like to go for a smear test, despite the publicity. I hope that we have made a significant difference to what Jo’s can do for women affected by cervical cancer.” Jo’s Cervical Cancer Trust
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22 Annual Review 2015
Jo’s Cervical Cancer Trust
Where we raise and spend our money This statement shows income for 2014-15 was £1,120,165, reaching over £1 million for the first time. Expenditure in 2014-15 totalled £992,008 compared with £764,540 in 2013-14, both of which demonstrate our growing reach and impact. During the year trustees approved reducing the level of reserves enabling us to spend more on our charitable objectives than ever before in our history.
How we raise our money % A Fundraising B Interest C Activities for generating funds D Companies E Trusts F Public donations (inc. legacies) G Donations in kind H Other income Total incoming resources
£182,727 16% £2,151 0% £574,727 52% £180,942 16% £14,339 1% £103,246 9% £61,137 6% £896 0% £1,120,165
How we spend our money
A Fundraising B Support C Governance D Information E Generating voluntary income Total resources expended
7% 18% 2% 64% 9%
£70,688 £176,420 £21,639 £635,651 £87,610 £992,008
H E F
Raising our money B
A B D
Spending our money
6 1 20
Our vision is for cervical cancer to be a thing of the past. In 2016 we aim to get even closer to achieving this goal and we will be working harder than ever. What we plan to do: • Increase our voice among government and policy makers to put cervical cancer firmly at the top of the political agenda and improve services and outcomes for all
• Increase our growing profile among health care professionals to ensure every woman can access the support they need, when and where they want it
• Work with our network of supporters to map patient experience throughout the cervical cancer journey to better support women and their families
• Build on the success of our campaigns to ensure more people understand how they can play their part in eradicating cervical cancer forever
• Expand our engagement with hard to reach groups of women who are at most risk and are less likely to attend screening including women from Black, Asian and Minority Ethnic communities and those with learning disabilities, their carers and specialist nurses
• Continue to increase our income through a diverse range of sources so we can make the greatest impact and ensure our future sustainability
Jo’s Cervical Cancer Trust
Annual Review 2015 23
Investing in Volunteers accredited Winner: GSK Impact Award 2015 Winner: Best Communications Campaign for #SmearforSmear, Third Sector Excellence Awards 2015 Winner: Plain English Osborne Memorial Award 2015 Highly Commended: Best Use of Small Budget for #SmearForSmear, PR Week Awards
Contact us: Joâ€™s Cervical Cancer Trust CAN Mezzanine 49-51 East Road London N1 6AH
Call our helpline:
0808 802 8000 Registered in England and Wales. Company Limited by Guarantee: 7111375. Registered Charity No: 1133542 / SC041236.
020 7250 8311 jostrust.org.uk firstname.lastname@example.org @JoTrust joscervicalcancertrust joscervicalcancertrust