Abstract copyright UK Data Service and data collection copyright owner.The Cancer Awareness Measure (CAM) is a validated set of questions designed to reliably assess awareness of cancer. It was developed by Cancer Research UK (CRUK), University College London, King's College London and University of Oxford in 2007-8. The survey includes measures of awareness of signs and symptoms of cancer, cancer risk factors, age-related risk, the bowel cancer screening programme and potential barriers to seeing the GP. The CAM was also previously known as the National Awareness and Early Diagnosis Initiative Cancer Awareness Measure (NAEDI-CAM).
The Ahead of the Game campaign explored the use of targeted interventions at football grounds as a means of raising the awareness of the causes and symptoms of cancer. The target audience for these interventions was primarily male football supporters aged over 55. In order to investigate this, Ipsos MORI conducted two waves of survey research amongst men aged over 40 at the five football clubs where the interventions have taken place (Blackburn Rovers, Brighton and Hove Albion, Norwich City, Portsmouth, and Scunthorpe United), using the Cancer Awareness Measure (CAM). The reason that men over 40 were interviewed instead of just men aged over 55, was to assess the impact on those approaching the most at risk age group, to compare the impact of the interventions on the different age groups, and to inform decisions on future campaigns targeting the younger group. Supporters were recruited face-to-face in and around the clubs on match days and contacted by telephone to complete the survey. The pre-intervention survey developed a ‘baseline’ that was compared with the post-intervention survey to measure any change in awareness. Some clubs had started to conduct their interventions when the pre-intervention wave of research was in field, so some respondents may have been influenced by the interventions before they were interviewed. During both waves 1,000 supporters were interviewed in total (200 per club) creating an overall total of 2,000 responses (400 per club). Further information about the Ahead of the Game campaign can be found on the Football Foundation's web page.
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Simple random sample
Respondents were recruited to participate in the survey within the football grounds of Blackburn Ro
Telephone interview
