Adults' perceptions of the causes and primary prevention of common fatal cancers in New Zealand.

AIMS: To assess population perceptions of the causes and primary prevention of common fatal cancers, and to help inform the New Zealand Cancer Control Strategy.
METHODS: A national telephone survey obtained perceptions from a random population sample, 20 years or older, identified from telephone directory listings, supplemented with self-identified Maori from electoral rolls. Quotas were set to recruit population proportions consistent with 1996 Census distributions.
RESULTS: The 438 respondents (64% participation) matched 1996 Census distributions for age, sex and ethnicity, but were socioeconomically advantaged. Among women, breast, cervical and lung cancer were most salient; among men, prostate, lung and bowel cancer - partially congruent with population statistics. There was high unprompted awareness that tobacco smoke and sun exposure affect lung cancer and skin cancer risk, respectively, but less awareness of potential protective strategies for other cancers.
CONCLUSIONS: Perceptions of cancer risk and prevention are affected by high-profile programmes. Cancer prevention activities should reflect known risks and the potential for prevention. With high incidence and death rates and potentially modifiable risks, bowel cancer deserves greater attention. A comprehensive cancer prevention strategy needs to go beyond raising awareness and the promotion of individual behavioural change to the development of healthy public policies and practices that create supportive environments for health-promoting behaviours.