Yet despite their concern for cancer, Americans remain either ignorant of cancer risk factors or choose not to follow important cancer prevention measures. They focus on family history and disregard age as one of the most powerful cancer risk factors, and many Americans do not know at what age or how frequently they should be screened for those cancers at which they are at highest risk.

"To give the public credit, cancer is a difficult topic to grasp," said cancer surgeon Gerald L. Woolam, MD, national volunteer president, American Cancer Society. "Cancer strikes in a variety of complex, highly varied forms with different causes, different risk factors and different treatments."

The most relevant information about cancer knowledge revealed by the survey may be categorized within the poll’s five major findings, which are:

• Cancer is Americans’ No. 1 health concern
• Americans lack knowledge of Cancer risk factors
• Americans focus on family history and not age when thinking about Cancer
• Americans recognize many important Cancer prevention measures but many do not follow them
• Americans do not know how frequently they should have screenings for Cancer

"The poll findings shed light on the knowledge gap that exists about cancer," said John Ford, president, Discovery Health Media, Inc. "Clearly, consumers need better and more targeted information. The study results provide us with the focus and insight to create ‘need to know’ cancer programming for both Discovery Health Channel and discoveryhealth.com. We are committed to help people lead longer, healthier, more vigorous lives by providing the information and tools they need to take charge of their health."

Discovery Health Channel and the American Cancer Society jointly commissioned Penn, Schoen & Berland Associates Inc. of Washington, D.C., to conduct the poll in mid-summer 1999. A total of 514 adults, living in the continental United States, were asked to answer a series of health and cancer-related questions via a telephone survey. All participants were adults, 18 and older, and collectively represented a cross-section of Americans.

Discoveryhealth.com offers users the opportunity to test their cancer awareness versus the national study results. Visitors will be asked to answer a series of true/false questions taken directly from the study. The correct answers are revealed after completing the questionnaire.

The Discovery Health Channel-American Cancer Society poll is the third poll commissioned by Discovery Health Channel in an ongoing effort to measure the opinions, knowledge and attitudes of Americans about a broad range of health topics and issues.

The American Cancer Society is the nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer, through research, education, advocacy and service. For information about cancer, call toll-free anytime at 1-800-ACS-2345 or visit the American Cancer Society website at www.cancer.org.

Discovery Health Media Inc. is a major multimedia business designed to help consumers lead healthier, more vigorous lives. Dedicated to being the recognized leader in the growing field of health, medical, fitness and nutrition information, Discovery Health Media is offering an array of media services, including a flagship Discovery Health Channel, the internet’s most comprehensive vertical health portal, cutting-edge interactive services, videos for the home and professional markets, publishing and other media resources.

Discovery Communications Inc. (DCI) formed Health Media Inc., a privately held, diversified media company headquartered in Bethesda, MD. Powered by the world’s largest original, nonfiction production engine, DCI operates three distinct business units, including: Discovery Networks, U.S.; Discovery Networks, International; and Discovery Enterprises Worldwide.

Joann Schellenbach
National Director Media Relations
American Cancer Society
212-382-2169
jschelle@cancer.org