CANCER AWARENESS AND MYTHICAL PERCEPTION: A STUDY OF CAM AND CAM-MY SCORES IN SOUTHERN PUNJAB POPULATION, PAKISTAN

Background: Cancer remains one of the leading causes of mortality in Pakistan, with delayed diagnoses and limited awareness amplifying its impact. In Southern Punjab, low literacy rates, poor access to preventive services, and culturally rooted beliefs obstruct early detection and risk mitigation. Myths about cancer causes persist, often overshadowing validated scientific information and influencing health behaviors. Understanding the extent and distribution of these misconceptions is essential for designing regionally appropriate educational strategies. Objective: To assess the prevalence of cancer-related myths and awareness levels in the population of Southern Punjab, and to identify demographic factors influencing these beliefs. Methods: A cross-sectional, quantitative study was conducted over three months involving 176 participants from various districts of South Punjab. Participants were recruited using a mixed sampling method and surveyed via face-to-face interviews, telephone calls, and online questionnaires. The CAM (Cancer Awareness Measure) and CAM-MY (Cancer Awareness Measure–Mythical Causes) tools were administered using a 5-point Likert scale. Data were analyzed using SPSS version 25.0, employing descriptive statistics, paired sample t-tests, and Pearson/Spearman correlation to determine the association between demographics and awareness levels. Results: The mean CAM score was 0.5481 (SD = 0.1851), significantly higher than the CAM-MY score of 0.4411 (SD = 0.1610), with a mean difference of –0.107 (p < 0.001). Education emerged as the strongest predictor, with higher educational levels correlating negatively with belief in myths (r = –0.138). Older age showed a negative association with lifestyle-related risk awareness (r = –0.130). Gender and residence had minimal influence on overall scores. Conclusion: Despite adequate general cancer awareness, substantial knowledge gaps exist regarding myth-based beliefs. Educational interventions tailored to demographic profiles—especially targeting less-educated and older individuals—are necessary to bridge this gap and improve cancer prevention outcomes in Southern Punjab.