Importance of promotional media activities in cervical cancer prevention

In terms of incidence, cervical cancer is the fourth most common malignant tumour in women, world-wide and in the Republic of Serbia. One of the most important causes of cervical cancer is a lasting infection by the high-risk human papilloma virus (HPV) strains. The natural course of an HPV infection and biological behaviour of premalignant lesions allow for three levels of prevention: primary, secondary and tertiary. This analysis presents the activity implemented by the Institute of Public Health of Serbia "Dr Milan Jovanovic Batut" in which PAP and HPV co-testing was made available as part of the secondary prevention of cervical cancer. Women aged 30 to 65 were invited to participate through the media. In addition to presenting the coverage of the target population of women by the preventative testing from 13 January to 2 March 2025, the analysis also shows the correlation between the coverage data and the promotional media activities. The dynamic of media activities corresponded to the dynamic of women's response to the invitation to preventative testing during this period, with the highest interest from women recorded in weeks one, two and four. Continual provision of information to the target population on the importance of regular examinations can play a prominent role in raising awreness and increasing the participation of women in preventative testing.