Research type 
Desk research
Year of report 

Summary of findings


The available evidence cites the most significant barriers to the promotion of opportunistic screening in general practice as:

  • Lack of knowledge of the epidemiology and presentation of Chlamydia and the benefits of testing
  • Assumption that it mainly happens elsewhere
  • Low general interest in sexual health
  • Lack of time and competing external demands
  • Worries about discussing sexual health
  • Lack of guidance
  • Lack of incentives
  • Understanding of when and how to take specimens

A proposed approach was developed with criteria specifying that the intervention must be:

  • accessible (in location, timing, language and learning styles)
  • use participants’ own skills and experience to lever their confidence
  • provide a quick and easy offer process while honouring clinical judgment
  • offer strategies for initiating conversations around sexual practice
  • offer opportunities to problem-solve specific issues
  • address the realities of integrating opportunistic screening into daily practice
  • affirm multi-agency, multi-disciplinary working
  • aim to create behaviour change that can be evaluated
  • be clinically sound
  • support existing local arrangements and relationships of the CSO
  • be suitable for application (with minimal adaptation) to other professional groups in other parts of the country

Research objectives


· Review existing training materials that aim to encourage and equip providers to offer Chlamydia screening and other related sexual health services

· Develop a ‘gold standard’ training course to help providers develop the confidence and strategies to introduce the topic of Chlamydia screening

· Provide recommendations, based on the project learning, on who should deliver the intervention on an ongoing basis and how it might be communicated to target audiences




In 2007, ten learning demonstration sites were set up by the National Social Marketing Centre with funding from the Department of Health. The aim of which was to help local areas apply and integrate social marketing into their programmes and strategies, whilst helping to develop a robust evidence base for social marketing. The learning demonstration sites are also a key component of the Department of Health’s ‘Ambitions for Health’ strategic framework to build capacity and skills in applying social marketing principles to health interventions.

The learning demonstration sites were based in Primary Care Trusts (PCTs) and local authorities across the country and addressed a wide range of health issues.

The promoting Chlamydia screening through providers in Norfolk, Great Yarmouth Waveney was one of the demonstration sites selected for the programme, which aimed to increase the uptake of Chlamydia screening among 15-24 year olds.

Quick summary


The promoting Chlamydia screening through provider’s social marketing pilot project was one of ten learning demonstration sites, set up by the National Social Marketing Centre with funding from DH, to build capacity and skills in applying social marketing principles to health interventions. This pilot aimed to increase the number of Chlamydia screening tests completed by providers in the areas of Norfolk, Great Yarmouth Waveney.

Research participants


Key health professionals administering Chlamydia screens

Audience Summary





Not specified



Not specified

Social Class


Not specified




Not specified

Data collection methodology

Depth interviews

Sample size


Not specified

Detailed region


Norfolk, Great Yarmouth and Waveney

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