Transcript perceptions of cancer

16th REACH TO RECOVERY INTERNATIONAL
TAIPEI, TAIWAN
NOVEMBER 12, 2001
PERCEPTIONS OF CANCER
Increased awareness of cancer can affect cancer control
across the entire spectrum: everything from individual
behavior to resource allocation at the national level can be
impacted.
TO BEGIN:
LIVESTRONG conducted a quantitative and qualitative
analysis of media coverage and public opinions in ten (10)
countries in order to better understand how cancer is
perceived and represented around the world.
TEN COUNTRY RESEARCH
GOAL:
The results of this research are helping to illuminate the
opportunities for changing public perceptions and
elevating the urgency of addressing the global cancer
burden.
RESEARCH OBJECTIVES
Media analysis
Man-on-the-Street
Interviews
•Provide context for public
opinion and media audit
•Capture personal stories
and experiences of cancer
in countries across the
globe.
•Provide a visual
representation of the
research
Public perceptions on cancer
•Measure awareness and opinions of cancer among the general public
•Measure attitudes and behaviors toward cancer
•Evaluate the main
topics/issues being
discussed
•Assess the
organizations and/or
individuals mentioned in
cancer-related coverage
•Evaluate the “tone” of
the coverage
MAN-ON-THE-STREET
Three major themes emerged:
• Cancer = Death
• Fear of stigma = suffering in silence
• Amazing stories of hope and survival
MEDIA AUDIT HIGHLIGHTS
France: “Taboo” of cancer;
cancer is “scary” and deadly
disease; “demonized” points of
view exist for cancer; cancer
survivors are heroes
Italy: Population needs to
correct lifestyles.
Russia: Parents believe cancer for
children = incurable; people put off
diagnosis for fear of hearing the
worst. The word cancer is a
synonym for fear and hopelessness
even as specialists assure it is no
longer a death sentence.
Mexico: Cancer
is “death
sentence” when
not detected
early enough;
Smoking causes
lung cancer
death;
China: Women
“apprehensive” about
checking for breast
cancer; elderly
believe you can get
cancer from other
people; some cling to
superstition that
cancer is a
punishment from the
deities
Brazil: People
“suffer” from
cancer
Argentina:
Women are
“afraid” to get
cancer ; they
“fear” study
results so avoid
the tests.
South Africa: Cancer no longer the
killer disease it once was; some
still think cancer = death sentence
or that cell phone cause cancer;
still need early detection. Cancer
patients must know their rights.
India: Everyone with
cancer dies; cancer
is most powerful
“brand” of death in
mainstream cinema;
women often too shy
to seek help when a
lump is discovered.
Japan: Cancer is
“troublesome” and
provides “conflicting”
feelings
PUBLIC OPINION RESEARCH HIGHLIGHTS
France:
48% - main barrier to cancer
screening is fear of result
Italy:
37% - main barrier to cancer
screening is fear of result
Mexico:
48% think those with
cancer bought it on
themselves.
33% worry about
“catching” cancer off
others.
53% - main barrier to
cancer screening is
fear of result
China:
55% think those with
cancer bought it on
themselves.
14% “do not want” to be
informed about cancer.
41% - main barrier to
cancer screening is fear
of result
Brazil:
47% - main barrier to
cancer screening is fear
of result
Argentina:
49% - main
barrier to cancer
screening is fear
of result
South Africa:
48% - main barrier to
cancer screening is fear of
result
India:
53% think those with
cancer bought it on
themselves.
29% worry about
“catching” cancer off
others.
28% - main barrier to
cancer screening is fear
of result
Japan:
Only 44% think people
with cancer can survive.
22% - main barrier to
cancer screening is fear
of result
WHAT CAN WE DO
• Recognize stigma exists
• Prove them wrong
• Share our stories – Patient Forum in South Africa
THANK YOU
Andy Miller, MHSE, MCHES
Executive Vice President | Mission
Lance Armstrong Foundation
512.279.8360
[email protected]