My Trusted Screening

The “My Trusted Screening” communication campaign, developed by CPO Piemonte in collaboration with the Piedmont Region, promotes the value of organised cancer screening through the regional programme Prevenzione Serena.

Launched in Turin in November 2023 under the institutional framework of the Piedmont Region and the Oncological Network of Piedmont and Aosta Valley Regions, the campaign continues to use communication materials designed to remain relevant over time.

Promoting informed choices and trust in organised screening

Prevenzione Serena is Piedmont’s organised public screening programme for breast, cervical and colorectal cancer. It provides free screening tests and structured pathways based on scientific evidence and defined protocols.

The campaign was developed in response to the growing presence of paid screening initiatives offered by unaccredited private providers, whose approaches were not always evidence-based and did not necessarily offer the benefits of an organised, population-based programme.

Choose quality, my trusted screening

Its central message, “Choose quality, my trusted screening”, aims to help citizens understand the specific value of organised public screening.

Rather than simply promoting the availability of screening tests, the campaign explains the scientific rationale behind screening protocols and the importance of quality, appropriateness and informed participation.

One communication campaign for three screening programmes

The campaign addresses the eligible population for the three organised cancer screening programmes offered through Prevenzione Serena.

It also involves healthcare professionals and local stakeholders who contribute to encouraging participation and improving awareness of screening services.

To reach different audiences, CPO Piemonte developed a coordinated set of communication materials, including illustrated booklets explaining screening pathways, shorter information leaflets, posters, smart cards, three explanatory videos and one promotional video.

These resources are complemented by social media mini-campaigns linked to established cancer awareness initiatives, including Pink October, World Cervical Cancer Elimination Day and Colorectal Cancer Awareness Month.

Regional coordination and local communication

The campaign combines a consistent regional identity with communication activities adapted to local contexts.

Its dissemination has involved the region’s Local Health Authorities through coordinated press releases, institutional communications, local events and information activities addressing developments in screening protocols.

This approach helps communicate a common message while maintaining a connection with the populations and communities served by individual health authorities.

An experience relevant to EUCanScreen

The Prevenzione Serena campaign provides an Italian example of how communication can help citizens distinguish organised, evidence-based screening programmes from other screening offers.

By combining scientific information, a recognisable visual identity and coordinated communication across multiple channels, the initiative highlights the importance of informed choice, quality and equitable access to cancer screening.

These principles are closely aligned with EUCanScreen’s objectives of supporting high-quality organised screening programmes and reducing inequalities in cancer prevention across Europe.

For more information:

• Piedmont Region, official announcement: https://www.regione.piemonte.it/web/temi/sanita/prevenzione-serena-al-via-piemonte-nuova-campagna-screening-oncologici
• Videos:
  • https://youtu.be/A1e3ZVO9ZB4?si=VK6Z8T0Auew7vUC6
  • https://youtu.be/5a3sffyZJ04?si=ujHuJCdfUgYdBodR
  • https://youtu.be/UCikUp3cJWE?si=UtfkfEJRrlY_m7n3
  • https://youtu.be/Ish2huz5Y0w?si=R_9GGMcMoVO6ZHT2
• Materials: https://drive.google.com/drive/folders/1F3V00qQ1cSqp-8oWOYfklF8Wn9etSUey?usp=sharing

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