title: Smokers and drinkers awareness of oral cancer: a qualitative study using focus groups.
abstract: OBJECTIVE
  To examine the perceptions and understanding of oral cancer among older male drinkers and smokers in the north east of England.
  
  
  METHODS
  Qualitative research using focus group discussions led by an experienced moderator.
  
  
  METHODS
  Residents of the north east of England in their community.
  
  
  METHODS
  Male alcohol drinkers and tobacco smokers over the age of 44 years and by socio-economic grouping.
  
  
  RESULTS
  There is a lack of knowledge and understanding of the risk of oral cancer in this whole at-risk population sample. Even those who have direct contact with the disease profess ignorance. Information on health is perceived as confusing or distrusted. Much of this is linked to a fatalistic approach to serious illness.
  
  
  CONCLUSIONS
  There appears to be a large information gap to bridge, and we need to further understand the target group for oral cancer health promotion; and to use that knowledge to design effective health promotion initiatives.
authors.affiliation: Department of Child Dental Health, Dental School, Newcastle upon Tyne.
authors.forename: R J
authors.initials: RJ
authors.lastname: Lowry
authors.forename: M A
authors.initials: MA
authors.lastname: Craven
mesh_terms: D000428:Alcohol Drinking / Q000009:adverse effects / Q000523:psychology*; D001294:Attitude to Health; D004739:England; D017144:Focus Groups; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D008019:Life Style; D008297:Male; D008875:Middle Aged; D009062:Mouth Neoplasms / Q000209:etiology*; D012307:Risk Factors; D012907:Smoking / Q000009:adverse effects / Q000523:psychology*; D012923:Social Class