The Cancer Awareness Measure (CAM) tool was developed by the Department of Health to support PCTs to measure the knowledge, awareness and reported behaviours of local populations around cancer symptoms. In the Yorkshire and Humber region, a market research company was commissioned to carry out the CAM tool across all PCTs. The results show that North East Lincolnshire populations perform significantly higher on symptom awareness and on recognition of screening such as bowel cancer screening. The news is more validation for the community led social marketing approach adopted so successfully there.  It has got the attention of regional and national stakeholders and a clinical paper is planned to share learning.