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This evaluation assesses the first stages of creating a social movement to normalise conversations about cancer, raise awareness of cancer risks, support people to consult their doctor about signs and symptoms, and take up invitations to be screened. Findings indicate that local workers based in voluntary and community sector organisations can effectively use peer support to recruit cancer champions, develop understanding of key messages about common cancers, and trigger interest across neighbourhoods, businesses and local groups in becoming part of a social movement to increase cancer health literacy.