Headline message

People will know how to reduce their risk of cancer

Detailed goal

Three-quarters of the UK public will be aware of the main lifestyle choices they can make to reduce their risk of getting cancer.

Background information and strategies

How we will measure this

Every year we will undertake a UK-wide survey of 4,000 people, including a cross-section of locations and social backgrounds, to see how many people can name at least four of these lifestyle-related risk factors: smoking, excessive alcohol, obesity, unhealthy diet, physical inactivity and excessive sun exposure. The questions will be both prompted and unprompted, and will tie in with the evaluation of our Reduce the Risk campaign. We will also take into account any changes to the main risk factors that we uncover.

The current situation

In a 2007 survey, 5% of people in the UK had unprompted knowledge of four or more risk factors for cancer, while 60% had prompted knowledge. 23% of people could name three or more risk factors unprompted, while 79% had prompted knowledge (all data taken from BMRB survey January 2007).

We will achieve this goal by:

• Developing and delivering innovative ways to improve people's understanding of cancer, for example by using local mobile information units
• Supporting research on strategies and policies aimed at improving health awareness and reducing cancer risk
• Piloting health awareness and risk reduction campaigns, and testing their effectiveness in raising awareness
• Producing written and electronic materials that educate the public about cancer risks
• Lobbying Government to promote health awareness and encourage healthy choices.

We hope this work will also be supported by:

Other research organisations

• Conducting research alongside or in partnership with Cancer Research UK to develop effective ways of encouraging people to reduce the risks of avoidable diseases, for example, through the National Prevention Research Initiative or the UK Clinical Research Collaboration Public Health Initiative

Other charities

• Developing ways of improving people's understanding of cancer
• Producing written and electronic materials that educate the public about cancer risks
• Developing and running health awareness campaigns

Government

• Promoting health awareness through public education
• Developing and implementing risk reduction campaigns