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).
The Ahead of the Game campaign explored the use of targeted interventions at football grounds as a means of raising the awareness of the causes and symptoms of cancer. The target audience for these interventions was primarily male football supporters aged over 55. In order to investigate this, Ipsos MORI conducted two waves of survey research amongst men aged over 40 at the five football clubs where the interventions have taken place (Blackburn Rovers, Brighton and Hove Albion, Norwich City, Portsmouth, and Scunthorpe United), using the Cancer Awareness Measure (CAM). The reason that men over 40 were interviewed instead of just men aged over 55, was to assess the impact on those approaching the most at risk age group, to compare the impact of the interventions on the different age groups, and to inform decisions on future campaigns targeting the younger group. Supporters were recruited face-to-face in and around the clubs on match days and contacted by telephone to complete the survey. The pre-intervention survey developed a ‘baseline’ that was compared with the post-intervention survey to measure any change in awareness. Some clubs had started to conduct their interventions when the pre-intervention wave of research was in field, so some respondents may have been influenced by the interventions before they were interviewed. During both waves 1,000 supporters were interviewed in total (200 per club) creating an overall total of 2,000 responses (400 per club). Further information about the Ahead of the Game campaign can be found on the Football Foundation's web page.
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Simple random sample
Respondents were recruited to participate in the survey within the football grounds of Blackburn Rovers, Brighton and Hove Albion, Norwich City, Portsmouth and Scunthorpe United Football Clubs before matches kicked-off. Male supporters were randomly approached and asked a series of ‘screener’ questions to see if they met the desired quotas. Once they had been recruited, respondents recruited from each football club were randomly called by telephone to complete the full survey.
Telephone interview
