New Survey: Americans Need Crucial Information about Simple Steps to Reduce their Cancer Risk

Former President George Bush and Barbara Bush Lead C-Change Initiative to Unify Public Education Messages on Cancer Prevention and Early Detection

Washington, DC · June 10, 2008 /PRNewswire/ – According to a survey released today by C-Change, a national cancer coalition of key leaders from the government, business and non-profit sectors, Americans are not aware of the important role they play in cancer prevention. Conducted in January 2008, the survey focused on American attitudes and behaviors about cancer prevention and found that:

More than half of Americans say they are aware of potential cancer risks, but they are unaware of ways in which they can reduce their risk. Additionally, less than half believe they can make a real difference in protecting themselves against cancer.
Only 33 percent of Americans have discussed ways to reduce their cancer risk with a doctor or healthcare professional during the past year.

In an effort to address these findings, C-Change is leading an initiative to encourage clear, consistent communication about the importance of understanding cancer risks and taking steps to reduce individual risk. C-Change is providing its member and other stakeholder organizations (www.c-changetogether.org) with a new series of consumer research-based and tested messages about cancer prevention and early detection. The objective is to provide Americans with uniform messaging from multiple organizational sources that will motivate them to take steps to reduce their risk for cancer.

In a statement, former President George H.W. Bush said: "We need to help Americans understand that they really do possess the power to reduce their risk for cancer. C-Change is uniquely positioned to work with its members to deliver unified messages to the public about how small changes in their daily lives can make a difference for themselves and their families."

The consumer tested messages communicate to Americans that they can significantly reduce their risk for cancer by incorporating small steps into their daily lives, including getting recommended screenings, avoiding smoking and tobacco products, improving diet and being physically active.

"We have an enormous opportunity as individuals to take steps to reduce our risk of cancer," said Tom Kean, executive director of C-Change. "If each of our member organizations uses the common messages in their communications with the public and with their constituents, we'll reach far more people than we could ever reach as a single organization and, ultimately, help Americans reduce their risk of cancer."

C-Change will be encouraging its member's organizations to incorporate the prevention and early detection messages into their respective public communications programs. Among others, members include representatives from the American Cancer Society, American Legacy Foundation, Centers for Disease Control & Prevention (CDC), Susan Komen for the Cure, and the Prevent Cancer Foundation. Additionally, Former President George Bush and Barbara Bush are starring in a new series of television public service advertisements (PSAs), produced by the Ad Council, a member of C-Change, to communicate the messages directly to consumers. The PSAs debut this week and may be adopted by C-Change member organizations in their public education and communication efforts.

"Many Americans feel helpless when it comes to their risk for cancer because they do not realize that small changes to your everyday lifestyle can make a big difference," said Peggy Conlon, president & CEO of the Ad Council. "Throughout the Ad Council's history, we have seen the power of consistent and ongoing research-based messages in influencing attitudes and behavior. We are proud to partner with C-Change to deliver these messages to Americans to help reduce their cancer risk."

More than 10.8 million Americans are currently living with a previous diagnosis of cancer, according to the American Cancer Society and the CDC. Additionally, this year, more than 1.5 million Americans will be diagnosed with cancer and more than a half a million will die of the disease. Cancer is responsible for one in every four deaths in the United States.

"Much of the suffering and death from cancer could be prevented by more efforts to reduce tobacco use, improve diet and physical activity, and encourage the use of established screening tests," said John R. Seffrin, PhD, chief executive officer of the American Cancer Society. "The Society supports the efforts of C-Change to spread these important cancer prevention messages that will help Americans understand that a significant portion of cancer deaths can be prevented through healthy behaviors."

According to the American Cancer Society, only about 5 percent of all cancers are strongly hereditary, and many cancers can either be prevented or cured if detected in the early stages.

"The Lance Armstrong Foundation unites people in the fight against cancer, a mission that we proudly share with C-Change," said Lance Armstrong, founder and chairman of the Lance Armstrong Foundation. "Americans can fight cancer by exercising, eating right, not smoking and, most importantly, getting screened. The vast majority of cancer cases are preventable and together, we can empower people to avoid this disease by making healthy choices for themselves and their families."

Conducted on behalf of C-Change by StrategyOne, a market research and strategic communications agency, the objective of this latest survey was to measure adults' current awareness of messages directed at reducing the risk of cancer. The national survey was fielded via phone in December 2007 through January 2008 to a sample of 1,000 American adults ages 35-65. Another survey will be fielded in 2009 to measure changes in attitudes and behaviors following the integration of the new consumer messages.

C-Change

C-Change, a non-profit organization consisting of public, private and nonprofit sectors, is comprised of 130 nationally-recognized leaders from across all sectors of society. Former President George H.W. Bush and former First Lady Barbara Bush serve as Honorary Chairpersons and U.S. Senator Dianne Feinstein is Honorary Vice Chair. C-Change's mission is to leverage the resources and expertise of every sector of society to eliminate cancer as a major public health problem at the earliest possible time. For more information on C-Change, please visit www.c-changetogether.org.