Making simple lifestyle changes can potentially reduce the risk of developing cancer by up to 40 percent, World Health Organisation (WHO) Operational Officer Dr Babar Alam said on Thursday. Speaking at the third annual World Cancer Day national seminar, organised by the Pakistan Medical Society (PMS) in collaboration with the Institute of Nuclear Medicine and Oncology Lahore (INMOL), Dr Alam said a worldwide campaign to raise awareness of the medical benefits of lifestyle changes such as regular physical activity, a healthier diet, avoiding tobacco and alcohol consumption, and reducing one’s exposure to the sun could help reduce the risk of cancer globally.