The launch of Cancer Research UK’s ‘Reduce the Risk’ campaign: Baseline measurements of public awareness of cancer risk factors in 2004

Redeker, Claudia; Wardle, Jane; Wilder, Deborah; Hiom, Sara; Miles, Anne

doi:10.1016/j.ejca.2008.10.018

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Volume 45, Issue 5 , Pages 827-836, March 2009

The launch of Cancer Research UK’s ‘Reduce the Risk’ campaign: Baseline measurements of public awareness of cancer risk factors in 2004

Claudia Redeker
- Cancer Research UK Health Behaviour Research Centre, Department of Epidemiology and Public Health, University College London, Gower Street, London WC1E 6BT, UK
- Corresponding author: Tel.: +44 (0) 20 7679 1749; fax: +44 (0) 20 7813 2848.
Jane Wardle
- Cancer Research UK Health Behaviour Research Centre, Department of Epidemiology and Public Health, University College London, Gower Street, London WC1E 6BT, UK
Deborah Wilder
- Cancer Research UK Health Behaviour Research Centre, Department of Epidemiology and Public Health, University College London, Gower Street, London WC1E 6BT, UK
Sara Hiom
- Cancer Research UK, Lincoln’s Inn Fields, London WC2A 3PX, UK
Anne Miles
- Cancer Research UK Health Behaviour Research Centre, Department of Epidemiology and Public Health, University College London, Gower Street, London WC1E 6BT, UK

Received 12 August 2008; received in revised form 7 October 2008; accepted 16 October 2008. published online 03 December 2008.

Abstract

Aim

This national survey sought to establish levels of awareness of cancer risk factors and awareness of what individuals could do to reduce their own risk status.

Method

Cross-sectional interview data comprising a national representative sample of 4233 individuals aged 15 years or over across Great Britain.

Results

There were high levels of awareness of the role of smoking in the development of cancer, but only modest awareness of alcohol intake, being overweight, physical inactivity and older age. Recognition of the role of viral infection in cancer risk was very poor. Although two-thirds of respondents thought that cancer risk could be modified through lifestyle changes, those most in need of making lifestyle changes were less likely to be aware of what they could do to reduce their cancer risk.

Conclusion

This survey highlights the need to increase awareness of overweight, alcohol, infections and exercise in the development of cancer, particularly amongst younger people and those from more socio-economically deprived backgrounds.

Keywords: Cancer prevention, Risk factors, Public awareness, Health education