16 th 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 Evaluate the main topics/issues being discussed Assess the organizations and/or individuals mentioned in cancer-related coverage Evaluate the “tone” of the coverage Public perceptions on cancer Measure awareness and opinions of cancer among the general public Measure attitudes and behaviors toward cancer 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

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 Japan: Cancer is “troublesome” and provides “conflicting” feelings Mexico: Cancer is “death sentence” when not detected early enough; Smoking causes lung cancer death; Brazil: People “suffer” from cancer 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. Italy: Population needs to correct lifestyles. France: “Taboo” of cancer; cancer is “scary” and deadly disease; “demonized” points of view exist for cancer; cancer survivors are heroes Argentina: Women are “afraid” to get cancer ; they “fear” study results so avoid the tests. 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 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. 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.

PUBLIC OPINION RESEARCH HIGHLIGHTS Japan: Only 44% think people with cancer can survive. 22% - 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 Brazil: 47% - 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 Italy: 37% - main barrier to cancer screening is fear of result France: 48% - main barrier to cancer screening is fear of result Argentina: 49% - 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 South Africa: 48% - 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