PEOPLE in Worcestershire show an alarming ignorance about cancer and how to reduce the risk of the disease, according to new statistics.

The figures were revealed in a report, commissioned by Cancer Research UK, to launch the charity's new campaign - Reduce The Risk - which aims to help people learn how lifestyle changes can drastically alter their odds of being diagnosed with the disease.

Scientific research has shown that at least half of all cases of cancer could be prevented. But the message is not reaching all Worcestershire residents, according to the charity's survey.

Thirteen per cent of people in the county were still unaware that smoking increased their risk of cancer while 36 per cent were ignorant of the link between sunburn and the disease.

Of those questioned nationally, 66 per cent were unaware that being overweight or obese increases the risk of some cancers, compared to 71 per cent in Worcestershire.

Nationally, 67 per cent of people did not know that a diet low in fruit and vegetables could increase their chance of getting the disease but that figure rose to 73 per cent in Worcestershire.

Only 27 per cent of county residents mentioned drinking less alcohol as a way of reducing their risk of cancer and around 82 per cent of those questioned were ignorant of the risks posed by taking HRT.

A Worcestershire spokesman for the charity said: "The vast majority of people in this country know that smoking causes cancer. And the vast majority of smokers want to give up. This is heartening news.

"But our survey has shown there is a great deal more to do."

He said the fundamental aim of the new campaign was to alert everyone to the fact that each one of us can reduce our risk of getting cancer.

"There is no magic pill to prevent us getting the disease, but there are many things we can all do in our daily lives to improve our chances of avoiding it," he said.

For more information about the campaign visit www.reducetherisk.org