Many people are aware of cancer because they might have had a loved one who had cancer or because they are inundated with a variety of cancer awareness advertisements and products, including awareness ribbon pins. Mainstream culture tends to make people very aware of cancer. However, minority ethnic groups might not be as plugged into mainstream culture and therefore might not be as aware of the risks of cancer. This can lead to it taking longer for them to get diagnosed and treated, which can make the cancer stronger.