A Welsh rugby star has helped launch a national cervical screening campaign.

Ffion Lewis has teamed up with Public Health Wales, The Eve Appeal, and Roche Diagnostics UK and Ireland to start the "Let's Talk Cervical Screening" initiative.

The campaign aims to educate women and people with a cervix about cervical screening, commonly referred to as a smear test, and to reduce concerns around booking and attending appointments.

In Wales, NHS data reveals that 241,617 women and people with a cervix, aged between 25 and 64, are not up to date with their cervical screenings.

Ms Lewis said: "As a sportsperson with a hectic training schedule, I put off attending my first cervical screening for too long because I was so busy.

"As young people, we can sometimes feel invincible, but it’s important to find the time to prioritise your health."

The rugby star also highlighted the challenges faced by those with conditions like endometriosis, which can make the test more painful.

She said: "Having overcome my hurdles, I’m proud to be supporting the Let’s Talk Cervical Screening campaign which encourages people to be open about their questions or concerns with a view to breaking down barriers to attendance."

Public Health Wales has identified several common reasons for not attending cervical screenings, including misunderstandings about the test's purpose, fear of results, embarrassment, anxiety, and concerns about discomfort or pain.

Lisa Henry, head of programme at Cervical Screening, Public Health Wales, said: "There is a broad and complex range of reasons why women and people with a cervix in Wales do not attend their cervical screening.

"Through the launch of Let’s Talk Cervical Screening, we want to address some of those worries and nervous feelings that people might usually keep private to themselves."

The campaign will feature a website with information about cervical screening and a film containing open discussions about what happens during the test.

The initiative will be visible on YouTube, Facebook, Instagram, and Google searches related to cervical screening.

Athena Lamnisos, CEO of The Eve Appeal, said: "Our 2024 YouGov survey of over 1,000 women in the UK revealed nearly 2 in 3 incorrectly thought cervical screening is a test for cancer, with only 1 in 3 knowing that it is a screening test to detect abnormal cell changes and prevent cancer from developing."

Ms Lamnisos said: "We have two jobs to do – effectively communicating what cervical screening is for and overcoming the different concerns to attendance."

Dr Ashton Harper, head of medical affairs at Roche Diagnostics UK and Ireland, added: "Cervical screening can help prevent cancer before it starts, so I encourage anyone with concerns or unanswered questions to make use of the available online resources, engage with their local GP practice or sexual health clinic and take the potentially life-saving step of booking or attending your appointment."