Using online adverts to increase the uptake of cervical screening amongst "real Eastenders": an opportunistic controlled trial.

BACKGROUND: Cervical screening uptake has increased as a result of occurrences of cervical cancer in TV 'soap operas' and in real life celebrities such as Jade Goody. Media analysis at the time of Jade Goody's death suggested the NHS did not take sufficient advantage of this opportunity to improve cervical screening rates. Google AdWords has been used to recruit and raise awareness of health but we were not aware of its use to supplement media events. METHODS: This was an opportunistic service evaluation to accompany a cervical cancer storyline in Eastenders (a TV 'soap opera'). We ran an AdWords campaign based on keywords such as 'Eastenders', and 'cervical cancer' in a one mile radius in East London, linked to one webpage giving details of 10 practices and other links on cervical cancer. We recorded costs of adverts and setting up the webpage. We used routine statistics from Tower Hamlets, City and Hackney, and Newham Primary Care Trusts (PCTs) of the number of smears, eligible populations, and coverage by practice by month from September 2010 to January 2012 to compare the ten intervention practices with controls. RESULTS: Eight people per day in the target area viewed the project webpage. The cost of setting up the website and running Google AdWords was £1320 or £1.88 per person viewing the webpage. Unlike Jade Goody's death, there was no major impact from the Eastenders' storyline on Google searches for cervical cancer. There was considerable monthly variation in the number of smear tests in the 3 PCTs. The AdWords campaign may have had some effect on smear rates but this showed, at best, a marginal statistical difference. Assuming a 'real' effect, the intervention may have resulted in 110 'extra' women being screened but there was no change in coverage. CONCLUSIONS: Although the Eastenders storyline seemed to have no effect on interest in cervical cancer or screening, the AdWords campaign may have had some effect. Given the small scale exploratory nature of the study this was not statistically significant but the relatively modest cost of advertising suggests a larger study may be worthwhile. An outline of a possible study is described

An epitaph to Section 28? Telling tales out of school about changes and challenges to discourses of sexuality

This is a postprint of an article whose final and definitive form has been published in the International Journal of Qualitative Studies in Education,© 2007 Copyright Taylor & Francis; International Journal of Qualitative Studies in Education, is available online at http://www.informaworld.comThis article seeks to develop an understanding of the professional and personal lives of LGBT teachers in relation to the discriminatory statute Section 28, which prohibited 'promotion' of 'the acceptability of homosexuality as a pretended family relationship' by local education authorities in the UK (except Northern Ireland). Interviews with a small sample of serving teachers are analysed using a feminist poststructuralist methodology to discover whether the removal of this legislation marks a shift in theorization, policy or practice. Findings are arranged to focus on the workings of official policy, on informal or unofficial classroom and staffroom practices, and on relations with a local community. Analysis and discussion reveal a complex matrix of constituents (space, relationships and other variables) only some of which respond to the (perhaps) superficial stimulus of legislative change. Such change goes only a small way to challenge a deeply embedded discourse of inequality, which may respond only to a more profound epistemological transformation

Efficient gene targeting in mouse zygotes mediated by CRISPR/Cas9-protein

The CRISPR/Cas9 system has rapidly advanced targeted genome editing technologies. However, its efficiency in targeting with constructs in mouse zygotes via homology directed repair (HDR) remains low. Here, we systematically explored optimal parameters for targeting constructs in mouse zygotes via HDR using mouse embryonic stem cells as a model system. We characterized several parameters, including single guide RNA cleavage activity and the length and symmetry of homology arms in the construct, and we compared the targeting efficiency between Cas9, Cas9nickase, and dCas9–FokI. We then applied the optimized conditions to zygotes, delivering Cas9 as either mRNA or protein. We found that Cas9 nucleo-protein complex promotes highly efficient, multiplexed targeting of circular constructs containing reporter genes and floxed exons. This approach allows for a one-step zygote injection procedure targeting multiple genes to generate conditional alleles via homologous recombination, and simultaneous knockout of corresponding genes in non-targeted alleles via non-homologous end joining. ELECTRONIC SUPPLEMENTARY MATERIAL: The online version of this article (doi:10.1007/s11248-016-9998-5) contains supplementary material, which is available to authorized users