The Cancer Awareness Measures (CAM)

The Cancer Awareness Measure

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What is CAM?

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, University College London, King’s College London and University of Oxford in 2007-8.

Download the Cancer Research UK Cancer Awareness Measure (CAM) 

Cancer specific measures

Site specific measures for Breast, Colorectal/Bowel, Cervical, Lung and Ovarian cancer are also available. These measures were developed with the support of Breakthrough Breast Cancer, Breast Cancer Care, Ovarian Cancer Action, The Eve Appeal, Ovacome, Target Ovarian Cancer and the Department of Health.

Download the cancer specific measures here:

Bowel Cancer

Breast Cancer

Cervical Cancer

Lung Cancer

Ovarian Cancer

CAM results

The Department of Health funded the first national population-based survey using the CAM in 2008. A report and an academic paper describe the findings from 2008 (see 'Key reports and publications' section below) and the data is available to download for research purposes from the UK Data Archive. Further waves were carried out in 2010 and 2012 and the 2014 survey is currently being collected. The CAM is also being used to establish cancer awareness levels more locally across the country.

The Ovarian CAM has been implemented in the ‘Pathfinder study’. The Cervical, Colorectal/Bowel, Breast and Lung CAMs have been used in national surveys and key results have been published (see links below).

Key reports and publications

Development of a measurement tool to assess public awareness of cancer

Public awareness of cancer in Britain (DH report)

Public awareness of cancer in Britain (academic paper)

Awareness of cancer symptoms and anticipated help seeking among ethnic minority groups in England

Validation of a measurement tool to assess awareness of breast cancer

Breast cancer awareness and barriers to symptomatic presentation among women from different ethnic groups in East London

Awareness of colorectal cancer: Measure development and results from a population survey

Knowledge of lung cancer symptoms and risk factors in the UK: development of a measure and results from a population-based survey

What do British women know about cervical cancer symptoms and risk factors?


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