This article explores the early history of cancer education in Britain, focusing on the period between 1900, when discussions about a public crusade' against cancer began in Britain, and the foundation of the National Health Service (NHS) in 1948. Arising from debates around the development of invasive operations for cervical cancer, the campaign had a cautious start because of important uncertainties about the efficacy of available therapies, worries about the undesirable effects of partial knowledge, and anxieties about creating demands that could not be fulfilled. Against this background, anti-cancer activists attempted to produce a discourse which would not undermine people's faith in medical science, and which would encourage people to consult their doctors without putting excessive pressure on health services funded by public money. A regime' of hope came to the fore that served to draw patients, philanthropists, practitioners and researchers together into a joint market agenda.