CHICAGO (ADA) -- The American Dental Association (ADA) has launched a nationwide oral cancer public service campaign, encouraging Americans to take an active role in learning the signs of the disease that kills one American every hour.

"As is the case with many other cancers, early detection can improve the chances of successful treatment," said ADA President Dr. D. Gregory Chadwick. "Our campaign goals are to alert the American public to the early signs of oral cancer that too often go unnoticed and to motivate and encourage them to visit their dentist for an oral cancer screening." Screening is routinely part of a dental examination.

Oral cancer affects some 30,000 Americans each year, including more than 20,000 men, and claims the lives of nearly 8,000 people, according to the American Cancer Society. Although tobacco users and those who consume large amounts of alcohol are at higher risk for developing oral cancer, more than 25 percent of oral cancer victims fall outside of these categories.

"Many Americans are more aware of their risks for more familiar cancers, but aren't aware of oral cancer or its risks," Dr. Chadwick explained.
As part of the ADA's national oral cancer awareness campaign, two different public service advertisements are appearing on a variety of outdoor venues, including billboards, bus-shelter signs and commuter bulletins. Both feature a small, white spot on the tongue with the message, "It's tiny now. Don't let it grow up to be oral cancer. Testing is now painless. See your dentist."

The public service campaign is made possible by an educational grant from OralScan Laboratories, providers of OralCDx, a computer-assisted, painless test that can determine if oral lesions are potentially dangerous precancerous or cancerous cells.

In its earliest, most treatable stages, oral cancer generally causes no pain or discomfort and may be difficult to diagnose visually. Pre-cancerous and cancerous spots or sores are virtually indistinguishable from benign spots or sores that can form in the mouth. But they can progress to more advanced, malignant stages, making an oral cancer examination necessary to determine if they are pre-cancerous.

"We hope this effort will help stimulate more dialogue with patients, and ultimately increase the early detection of oral cancer throughout the country," Dr. Chadwick said.

Signs to look for include:

• a sore that bleeds easily or does not heal;
• a color change of the oral tissue;
• a lump, thickening, rough spot, crust or small-eroded area; or
• pain, tenderness or numbness anywhere in the mouth or on the lips.

Adults who notice any of these symptoms should contact their dentist immediately for a professional examination.