Overwhelming response to regional cancer awareness survey

More than 6,000 people from Humber and North Yorkshire have shared their attitudes, awareness and understanding of cancer in the largest survey of this type to be carried out in the region in 15 years.

The Institute for Health and Care Improvement (IHCI) was commissioned by Humber and North Yorkshire Cancer Alliance to measure and benchmark the public’s awareness of cancer; and gain greater understanding about how awareness varies among the region’s different communities.

The last time a survey of significant scale was carried out to measure cancer awareness in Humber and North Yorkshire - an area covering Hull, York, East Yorkshire, North Yorkshire, North East Lincolnshire, and North Lincolnshire - was in 2010, and then it was conducted across a smaller geography.

Researchers from the IHCI teamed up with Humber and North Yorkshire’s Healthwatch organisations to speak to 6,167 people between October 2024 and February 2025.

Responses were collected in a variety of ways, including: online surveys, telephone interviews, face-to-face interviews, and online panels.

Of the 6,167 people surveyed, 88% were White British, with 12% Black, Asian, Minority Ethnic or White Other. 16% were from the region’s most deprived areas, most of whom also lived on the coast, while 38% had a long-standing physical or mental health condition which impacts their daily lives. Almost three-quarters (73%) of the respondents indicated that their partner or a family member have, or have had, cancer; and 9% of the respondents have had cancer themselves.

Professor Garry Tew, Director of York St John University’s Institute for Health and Care Improvement, said: “This is an important survey for Humber and North Yorkshire and I’m delighted that the Institute’s partnership working with regional bodies such as Healthwatch has enabled the project team to obtain a large and representative sample.

“The results provide many useful insights, including how the public’s awareness and perceptions of cancer vary across our region. This significant piece of work will help shape cancer services; an outcome that closely aligns with the Institute’s vision of improving the health and care of the communities we serve.”

Lucy Turner, Managing Director, Humber and North Yorkshire Cancer Alliance, said: “Thanks to this survey, we now know significantly a lot more about our population’s attitudes, understanding and behaviours towards cancer.

“The Cancer Alliance will use the findings from the survey to inform and direct internal strategic plans and interventions, and also the potential to contribute to NHS providers’ thinking for future planning of cancer services.”

Speaking on behalf of the six Healthwatch organisations in Humber and North Yorkshire, Ashley Green, Chief Executive Officer, Healthwatch North Yorkshire, said: “This is an important study which clearly highlights the variation in cancer knowledge, screening uptake and people seeking help for cancer across our region.

“Humber and North Yorkshire has the added complexity of urban, coastal and rural populations, alongside a mixed population including age, ethnicity and deprivation. Healthwatch now calls for the voices of over 6,000 people who responded to this cancer awareness survey to be listened to – and for support and resources to be targeted at improving cancer prevention, symptom awareness and services in the future.”

Some of the key findings from the survey include:

• Humber and North Yorkshire people’s awareness of non-specific, or vague, cancer symptoms has risen considerably over the past 15 years – for example: 42% of people in the region now know that pain or weight loss can be cancer symptoms, compared to just 14% in 2010. In 2010, only 8% of Humber and North Yorkshire people knew that tiredness could be a sign of cancer, but that proportion has now risen to 35%. While only 9% of Humber and North Yorkshire people in 2010 were aware that a change in bowel habits could be a sign of cancer, the percentage has risen to 30% in 2025.
• People in the region are also much more aware of the main cancer risk factors now than they were in 2010. In 2025, 52% of people are aware drinking alcohol is a risk factor, compared to just 31% in 2010. 80% of people are aware smoking is a risk factor compared to 72% in 2010. In 2010, only 2% of people knew that an unhealthy diet could increase their cancer risk, but that proportion has risen to 27% in 2025. More than 80% of people in Humber and North Yorkshire now recognise that a persistent cough is a possible symptom of cancer, whereas 15 years ago only 69% of the population recognised this.
• Knowledge of common cancer symptoms among people in Humber and North Yorkshire has risen slightly over the past 15 years, with a few exceptions. Their knowledge of common symptoms and risks is similar to that of people living in other parts of the country. However, people in Humber and North Yorkshire are now less aware of a change in bladder habits being a potential symptom (77% in 2024 vs 89% in 2010).
• Over half (57%) of Humber and North Yorkshire people surveyed have experienced at least one symptom from a list of symptoms that are potential signs of cancer, with people from the region’s most deprived areas more likely to experience a cancer symptom.
• In Humber and North Yorkshire there is a lower concern for red-flag symptoms compared to nationally. Only 20% of Humber and North Yorkshire people admitted to being extremely or quite concerned about a red-flag cancer symptom (compared to 28% nationally). Only 13% of people in the region were extremely or quite concerned about a lung-specific symptom (versus 20% nationally). While a fifth (20%) in the region said they were extremely or quite concerned about an oral-specific symptom, the proportion was much higher nationally – more than a quarter (26%).
• People in York and North East Lincolnshire are most likely to report a cancer symptom to their GP, with people in North Yorkshire least likely. 61% of females have reported a cancer symptom, compared to 52% of males. Fewer symptoms were reported as respondents’ age increased.
• Cancer screening take-up was higher in Humber and North Yorkshire – compared to nationally – 78% in Humber and North Yorkshire compared to 72% across England (cervical cancer) – although just 62% of BAME respondents had attended their last cervical cancer screening; 74% versus 63% (bowel cancer); and 88% compared to 79% (breast cancer).
• Some of the most common reasons for not attending cancer screening include: embarrassment, fear the screening would be painful, not having symptoms, and not having enough time to attend the appointment.
• Face-to-face conversations with asylum seekers found that cancer is not recognised in certain countries. People from countries such as Sudan and Somalia, for example, do not have a word for the disease and would therefore not know the symptoms or risks.
• People from coastal communities in Humber and North Yorkshire are more likely to smoke (22%) compared to non-coastal residents (15%), while 30% of Black, Asian or Minority Ethnic people smoke compared to 17% of White people.
• When thinking about taking part in healthy behaviours, more than half of the Humber and North Yorkshire population (57%) is currently trying to eat healthier foods or lose weight (51%) which is similar to the national averages. However significantly fewer Humber and North Yorkshire respondents want to increase their physical activity than nationally (23% compared to 59%).
• A little under a half (49%) of people who experienced a cancer symptom reported it to their GP within six months, and most of these people (73%) saw their GP within a week.
• The main facilitators for attending a doctor-ordered appointment for suspected cancer included: having a specific day and time for the test and choice over when this test would take place, receiving reminders, receiving more information about what the test involved, and making it easier to get to the hospital.

According to the Office for National Statistics, the overall Yorkshire and Humber area has a standardised cancer incidence rate of 617 people diagnosed per 100,000 people - a rate significantly higher than the England average.

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