PUB - Publikationen an der Universität Bielefeld

Background: In Germany, approximately 4,400 women are diagnosed with cervical cancer each year, and around 1,400 die from the disease. Preventive measures can effectively reduce the incidence and mortality of cervical cancer. However, there are significant disparities in the utili- zation of such measures between different population groups. In partic- ular, young women with a Turkish migration background are less likely to utilize cervical cancer screening, potentially indicating barriers in the information and decision-making process. This analysis aimed to iden- tify common content, design and communication strategies in existing information materials on cervical cancer screening provided in Germany and other countries. The findings will serve as a basis for a social media campaign designed to promote informed decisions on screening among young women with a Turkish migration background in Germany. Methods: A quantitative and qualitative content analysis was conducted to examine information materials identified in a previously conducted scoping review. The quantitative analysis focused on the frequency of cer- tain content, design and communication approaches, while the qualitative examination enabled an in-depth understanding of underlying strategies. Result: The analysis mapped a broad range of key topics such as risks of the disease, potentials of prevention and the role of emotions regarding the use of screening. Additionally, various target group approaches and key messages (e. g. fact-based, emotional or action appeals) could be identified. Discussion: The content analysis shows that existing materials use highly diverse themes, presentation styles, communication strategies and target group approaches which may affect their acceptability and impact. Conclusion: The different approaches will be discussed further with young women with a Turkish migration background to develop a suitable social media campaign for this target group.