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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 using the Cancer Research UK Cancer Awareness Measure (CAM), a validated instrument developed by University College London, King's College London and University of Oxford. It is used to assess the level of awareness and anticipated help-seeking behaviour amongst the public in relation to cancer. The survey was conducted across the Mount Vernon Cancer Network area. This comprises Luton, South Bedfordshire, West Hertfordshire and East and North Hertfordshire Primary Care Trusts (PCTs). The survey took place prior to the merger of the two Hertfordshire PCTs. A total of 2,018 interviews were conducted face-to-face with residents using CAPI (Computer Aided Personal Interviewing) technology (users should note that the data file includes only 1,251 cases). Interviews took place between February and May 2010. During interviewing, quotas were set for PCT, age, gender and ethnicity to ensure the sample represented as closely as possible the population of the Mount Vernon Cancer Network area. Upon completion of the interview, respondents...