OBJECTIVES: Liver cancer is the 6th most common cancer and 3rdcause of cancer death, but few countries have developed comprehensive liver cancer control (CLCC) programs. While CLCC is hindered by a complex etiology and late diagnosis, a relative paucity of advocacy and public awareness for this condition remains a significant barrier. We examined the impact that advocacy had on that country’s priorities for liver cancer control - hypothesizing that a greater capacity for advocacy and public awareness will be positively correlated the value that advocacy and public awareness will have in CLCC. METHODS: Data were derived from a broader study of needs and priorities for CLCC in 12 countries in Europe and Asia-Pacific. Competence for liver cancer advocacy and public awareness was estimated as part of a subjective needs assessment and priorities were assessed using conjoint analysis. The relationship between normalized competence and priorities were estimated using OLS. RESULTS: Of the 579 potential respondents identified, 240 respondents were equally recruited from Australia, China, France, Germany, Italy, Japan, South Korea, Spain, Taiwan, Thailand, Turkey, and USA completed the survey (completion rate: 42%). Overall competence for liver advocacy and public awareness was low (p<0.001), but it was consider a priority for CLCC (p<0.001). We identified positive relationship between the degree of advocacy and public awareness and how advocacy and awareness was prioritized (p=0.05). CONCLUSIONS: Despite the overall low capacity for advocacy and public awareness, we confirm our hypothesis that greater capacity for liver cancer advocacy is positively correlated with the priority placed on advocacy and public awareness – an opposite result as compared to other CLCC strategies. This catch-22 situation – where liver cancer advocacy may only become a priority once it is established – implies a role for international collaboration to promote advocacy and public awareness for this burdensome disease.