Abstract copyright UK Data Service and data collection copyright owner.The Cancer Awareness Measure (CAM) was developed in 2007-8 to address the absence of a validated measure of general public awareness of cancer (Stubbings, S., Robb, K., Waller, J., Ramirez, A., Austoker, J., Macleod, U., Hion, S., and Wardle, J. (2009) 'Development of a measurement tool to assess public awareness of cancer', British Journal of Cancer, 101(2), S13-S17.).The survey includes measures of awareness of signs and symptoms of cancer, cancer risk factors, age-related risk, screening programmes and potential barriers to seeing the GP. Since then, Cancer Research UK (CRUK) has significantly revised and updated the survey, including a wider range of questions and collecting data online instead of face-to-face. The CAM was also previously known as the National Awareness and Early Diagnosis Initiative Cancer Awareness Measure (NAEDI-CAM).

Public Knowledge were commissioned by the Arden Cancer Network to conduct research to assess baseline levels of cancer awareness across the area served by the Network, which covers NHS Coventry, NHS Warwickshire and parts of NHS Worcestershire (specifically Bromsgrove and Redditch). In total 989 interviews were conducted with a broad range of respondents, using a street methodology, in October and November 2009. The survey used the Cancer Awareness Measure (CAM) tool, developed by Cancer Research UK and its partners to facilitate accurate and sensitive surveillance of public awareness of cancer over time, identify information needs and monitor the impact of campaigns promoting awareness and early presentation. It is now being used to establish cancer awareness levels more locally across the country. Further information about the CAM may be found on the Cancer Research UK Cancer Awareness Measures web page.

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Quota sample

See the survey report for further details of methodology.

Face-to-face interview