PARTNERING TO COMBAT STIGMA � U I C C W O R L D C O N G R E S S 2 0 1 2
WHY C WHY CHIN HINA? A? � U I C C W O R L D C O N G R E S S 2 0 1 2
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OUR FOCUS S CONSU SUMER � U I C C W O R L D C O N G R E S S 2 0 1 2
� � � LAF F FI FINDINGS S FR FROM 2008 RESE SEARCH � U I C CHINESE ! SE PUBLI LIC IS S CONFU FUSE SED ABOUT CANCER � C W Three quarters of respondents think cancer is spoken about freely and openly in O China, however over 60% are more concerned with other serious diseases. Just R L over half think that people bring cancer on themselves. Only half think cancer can D be treated and only a fifth know what cancer services are available. � can survive or that people bring cancer on themselves. Only half think cancer can be treated and only a fifth C know what cancer services are available. O SI SIGNIFI FICANT SC SCOPE TO IMPROVE CANCER KNOWLE LEDGE � N G R E There is lack of understanding about cancer in China with the majority either S feeling not well informed (37%) or holding a neutral perspective. Just over 1% S were informed with only the small minority being � very well informed � . � 2 0 1 CHINESE SE PEOPLE LE TURN TO EXPERTS, S, THE INTERNET, AND CANCER 2 SU SURVIVORS S FOR INFORMATION � The most popular sources of information on cancer are doctors (44%), websites (41%) and news sources (40%). Chinese people are more likely that other nations to indicate that they do not wish to be informed about cancer (14%). �
� � LAF F FI FINDINGS S FR FROM 2008 U I RESE SEARCH � C C CHINESE SE PEOPLE ! LE WOULD LD CONFI FIDE IN FAMILY AND FR FRIENDS S IF F THEY W O HAD CAN HAD C ANCER ER � R L ! D Around 6 out in 10 of the Chinese public would tell their family if they had cancer. A quarter would tell their friends and a fifth would chose to tell no one. C Less than one in ten would have no qualms and would tell everyone � O N ! G ! R OVER HALF LF HAVE NO PERSO SONAL L CONNECTIONS S TO CANCER � E ! S The Chinese population seems to have less connection to cancer than other S countries surveyed (except India). Over half do not have any connections. A fifth 2 have a friend / loved one with cancer. � 0 1 ! 2 INCREASE SED FU FUNDS S FOR RESE SEARCH AND GREATER ACCESSI SSIBILI LITY TO TREATM TRE TMENT � ! Seven out of ten think China should provide more funding for research, half think more resources should be provided for survivors. Over a third think treatment should be made more accessible and should be given more media
FRAMING!THE!ISSUE!IN!CHINA! U I C C W O R L D 1.9!MILLION!CANCER!DEATHS!EACH!YEAR! C ! O N G 2.8!MILLION!NEW!CANCER!CASES!EACH!YEAR! R E S S 2 0 1 2 7!
U I C C W O R L D C O N G R E S S 2 0 1 2
� CIC RESE SEARCH: JANUARY – MARCH U I 20 2012 C C W O R L D C O N G R E S S 2 0 ! 1 The report aims to deliver a systematic, quantitative and qualitative analysis of Chinese social media 2 conversations about La Lance, Li Livestrong and Ca Cancer cer � ��
OVERVIEW OF F CANCER RELATED BUZZ ZZ � U Sh Sharing of cancer experience generated a signifi ficant volume of online conversation I C C W O Experience Sharing � R 34'846!! L D Cancer' What/How to Deal (83,690'Tweets) � 32'513!! C with Cancer � O N Where Netizens Get G 16'378!! Cancer Information � R E S Risk Concerned about S 10'713!! Suffering Cancer � 2 Organizations 0 Associated with 6'511!! 1 Cancer � 2 Unit: Tweet � Data$Source:$Sina$Weibo$ Data$Period:$Jan$1 st $–$Mar$31 st ,$2012$ ���
LIVESTRONG CHINA � LI U I C C W O R L D C O N G R E S S 2 0 1 2
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