This year, more than 1.5 million Americans will be diagnosed with cancer and more than a half a million will die of the disease. Furthermore, cancer is responsible for one in every four deaths in our country. However, research shows that as many as 7 in 10 cancer deaths can be prevented with simple lifestyle changes. There are four simple things everyone can do each day to reduce their risk of cancer. • Eat Well • Be Active • Don’t Smoke & Avoid Tobacco • Get Screened Too many Americans are unaware that they have the power to reduce their risk of cancer by taking these small steps. This is why C-Change, a coalition of the country’s key cancer leaders has partnered with the Ad Council to develop a communications program that utilizes the collective strengths of the 130 C-Change members from the public, private, and non-profit sectors to address Americans with consistent, evidence-based messages about reducing their risk of cancer. Through extensive research C-Change has developed a series of cancer prevention and early detection messages that have been proven to change the minds and hearts of the public. This initiative encourages all C-Change members and partners to incorporate these messages into their own communications programs. This includes advertising, marketing, or any form of communications with their constituents and the general public.