Kippen R, et al. – In order to inform audience segmentation for cancer prevention social marketing, the relationships between demographic characteristics, identification of selected cancer risk factors, and associated protective behaviour were examined. A role for both audience segmentation and whole–of–population approaches was suggested in cancer–prevention social marketing campaigns. On one hand, targeted campaigns could address beliefs of younger people and men about cancer risk factors, on the other hand, traditional population campaigns could enhance awareness of being overweight, alcohol consumption, and poor vegetable and fruit intake as cancer risk factors.