Daijiworld Media Network- Thiruvanathapuram

Thiruvananthapuram, Jun 27: In a startling revelation, a recent survey by the Association of Medical and Pediatric Oncologists of Kerala (AMPOK) has exposed a widening gap between cancer awareness and action, with 80% of respondents admitting to never undergoing cancer screening, despite high awareness of risk factors.

The survey, conducted between October and December 2024, covered 2,443 participants (of which 2,361 were Kerala residents), and aimed to assess the public’s knowledge, attitudes, and practices regarding cancer prevention and treatment.

While over 90% recognised smoking and alcohol as major cancer triggers, a large portion has never taken preventive steps. Ironically, 84% of those surveyed expressed concern about their personal risk of developing the disease.

"This reflects a dangerous contradiction," said Dr Aju Mathew, organising chairman of AMPOK. “The public knows the risks, but fails to act on them. We urgently need to bridge this awareness-action divide to reduce the growing cancer burden in Kerala.”

Dr Mathew also highlighted serious knowledge gaps when it comes to preventive measures like HPV vaccination and genetic testing, and expressed concern over the influence of celebrity endorsements that promote tobacco or alcohol consumption among youth.

Amid the red flags, the survey also highlighted positive shifts in societal attitudes:

• Only 17% viewed a cancer diagnosis as a death sentence

• 66% believed there is no social stigma attached to cancer

"Modern cancer treatment has evolved dramatically," explained Dr Boban Thomas, organising secretary of AMPOK. “Many cancers are now managed like chronic illnesses such as diabetes or high blood pressure. If detected early, cure rates can be as high as 99% for certain cancers.”

Despite high awareness, myths persist. The survey found:

• 18% still believe mobile phone use causes cancer

• 25% wrongly link safe pesticide use to cancer

The survey’s findings have sparked calls for stronger public health campaigns, responsible media messaging, and community-level engagement, especially given Kerala's rising cancer incidence.

Experts stress the need to:

• Promote routine screenings across all age groups

• Launch targeted awareness drives to bust myths

• Encourage early testing and vaccinations

• Introduce school and workplace screening programs

With women comprising 63% of the survey group and 60% participants aged between 31-65, the study offers a realistic cross-section of Kerala’s cancer risk population. Yet, the lack of screening uptake remains a matter of serious concern.

As Kerala continues its fight against cancer, the challenge now lies not in informing the people—but in moving them to act.