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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).This survey was carried out across Primary Care Trusts (PCTs) in North East London using the nationally validated Cancer Awareness Measure (CAM) tool to measure the levels of cancer awareness in the local populations. Data obtained using systematic probability sampling were used to recruit a population sample, appropriately weighted to enable analysis by ethnic group. The survey data were obtained through using home-based face-to-face interviews. The results provide a baseline of current awareness, which will enable targeting of local interventions and evaluation of future policy initiatives aimed at improving cancer awareness in the area. The CAM tool was 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...