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 in Brighton and Hove using the nationally validated Cancer Awareness Measure (CAM). Lake Market Research conducted the survey on behalf of NHS Brighton and Hove. A total of 3,000 interviews were conducted face-to-face with residents. During interviewing, quotas were set of 2,000 interviews from the most deprived quintiles and 1,000 interviews from the least deprived quintiles.