Cancer Causes & Control

, Volume 22, Issue 1, pp 135–140 | Cite as

Is it time to change the stereotype of cancer: the expert view

Original paper



Negative public attitudes towards cancer may contribute to delays in presentation and present barriers to providing quality care. This study explored the views of cancer experts regarding the content of public health messages to improve public attitudes to cancer.


Twenty-one healthcare professionals (HCPs) from a range of backgrounds took part took part in interviews. Interview transcripts were evaluated using thematic analysis focusing on the HCPs views of the prevailing negative stereotype of cancer patients and their recommendations for cancer awareness campaigns that could redress this view.


HCPs contrasted the progress that had been made in the effective management of cancer with popular stereotypes and media representations. Information quality and supply were identified as barriers to changing the cancer stereotype held by the public.


HCPs believe there is a need for more information about cancer in the public domain and it should focus on providing more balanced messages that include information about the improvements that have been achieved in preventing and treating cancer.


Public health Health education Cancer 



This research was funded by Cancer Research UK.

Conflict of interest

None declared.


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Copyright information

© Springer Science+Business Media B.V. 2010

Authors and Affiliations

  1. 1.Cancer Research UK Health Behaviour Research Centre, Department of Epidemiology and Public HealthUniversity College LondonLondonUK

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