Today is World Cancer Day, which aims to increase awareness and encourage prevention, early detection and treatment of the disease. About nine and a half million people died from the disease last year. In southeast Asia, chewing betel nut is very popular. But the habit is a known cause of mouth cancer. Our correspondent Dave Grunebaum reports on a campaign in Myanmar that's trying to persuade people to give it up.

The signs of betel quid chewing are across Myanmar from the roadside stands across the country to the red stains on teeth and streets that stem from betel quid spit. Government surveys show that more than 60-percent of Myanmar men chew betel quid and almost 25-percent of the women do.

YE HTUT MAUNG AGE 23 "When I feel sleepy at work or when I feel bored I chew it."

MYA AUNG AGE 57 "I love betel chew. I want the flavor. It's a regular thing for me."

Betel quid is made from carcinogenic areca nuts that are placed in a betel leaf with slaked lime. In Myanmar, it's usually mixed with tobacco.

DAVE GRUNEBAUM YANGON "According to the World Health Organization someone who regularly chews betel quid mixed with tobacco for a long period of time has a 770-percent greater chance of getting oral cancer than someone who does not chew it."

DR. THAN SEIN PEOPLE'S HEALTH FOUNDATION "Cancer inside the mouth, inside the mouth, cancer in the larynx and cancer of the tongue."

The People's Health Foundation, a private non-profit in Myanmar, has launched a television and social media drive explaining the risks. The spots are getting noticed but the anti-betel campaign is running up against a popular habit.

AUNG KHAING WIN AGE 23 "I have seen the advertisement but I do not want to cut it out because it's something I love and I'm used to chewing it."

Aung Khaing Win, works at a betel quid stand and has been chewing betel for about seven years.

AUNG KHAING WIN AGE 23 "If we think cancer is happening inside of us, we can protect ourselves with medicine."

But health advocates say betel quid chewers in Myanmar who get oral cancer often don't notice any signs of it until it's too late.

DR. THAN SEIN PEOPLE'S HEALTH FOUNDATION "Most of the patients come at the last stages: Stage two, stage three, even stage four, non-operable case and most of them die within one-year."

Betel quid chewing is part of the culture here and it will not be easy to get a lot of people to quit. Dave Grunebaum, Yangon, CGTN.