Talking with friends: Small group discussion of a cervical cancer campaign

Background:  Cervical cancer is a highly preventable disease, particularly given the availability of a vaccine against Human Papillomavirus (HPV).  Interpersonal discussion is an important predictor of cancer screening and has been found to mediate the effects of health campaigns on attitudes and behaviors.  However, not enough is known about the content of conversations about campaigns.

Purpose: The purpose of this study is to understand how friends and family talk to each other about cervical cancer and HPV vaccination in response to a campaign.

Method:  Thirty small groups of friends or family members participated in semi-structured focus group discussions. At the start of each session, participants viewed a short cervical cancer prevention film in a laboratory setting designed to resemble a living room.  Participants discussed their attitudes toward the HPV vaccine without a moderator present. The moderator then joined the group to ask a series of questions about perceived risk and personal relevance of HPV vaccination.

Results:  In response to the campaign, participants overwhelmingly drew connections to their personal lives and talked about not only cervical cancer and HPV, but also about other sexually transmitted diseases and pregnancy.  Groups varied widely in their support for HPV vaccination, and friends looked to each other to learn more about risk and disambiguate information they gained from the campaign.

Conclusions:  This study contributes to a better understanding of how women interpret health campaigns in a social context.  Recommendations are made for the construction of campaigns to promote positive conversations.