This post was adapted from Unlock Health’s The Link newsletter. Subscribe to The Link to get insights like this directly in your inbox.
What’s going on?
This campaign from LUNGevity breathes new meaning into lung cancer awareness.
Lung Cancer Awareness Month has ended, but many people didn’t even know it started. Lung cancer is the third most common and deadliest cancer in America, outpacing the two next-deadliest cancers (colorectal and pancreatic) combined. And yet, it tends to fly under the radar. Even research funding is limited, with only 6% of federal cancer research dollars going toward lung cancer.
This is likely because of lung cancer’s outdated label as a “smoker’s disease.” Today, about 10% to 20% of cases occur in people who have never smoked or smoked fewer than 100 cigarettes in their lifetime.
To challenge stereotypes and reduce stigma, LUNGevity launched its bold “Anyone with lungs can get lung cancer” campaign during Lung Cancer Awareness Month. Their social media campaign and campaign landing page feature myth-busting facts and testimonials from survivors who don’t fit the conventional lung cancer patient profile:
Lung cancer is rising among younger people and non-smokers, with non-smoking cases 2.5 times more likely in women. Yet, current screening guidelines don’t account for this and are underutilized by those who need them most. Last updated in 2021, screening still applies only to people age 50 and older with a 20 pack-year smoking history. And surprisingly, in 2023, only 16% of eligible Americans were screened for lung cancer.
What’s The Link?
LUNGevity’s observance campaign lasted only a month, but its message can continue driving improvements in lung cancer screening and survival rates–with our help.
Studies suggest only 10%-15% of current or past smokers report having discussed lung cancer screening with their doctor. Here’s what healthcare marketers can do to help increase these numbers:
- Raise awareness among providers and patients.The current miscommunication is a two-way street. Providers must be well versed in screening guidelines to lead proactive conversations, and patients need to understand their risks and feel empowered to ask about screenings. Ensure outreach materials are simple, clear, and up to date.
- Adopt a direct, yet supportive, tone.There’s a lot to applaud about “Anyone with lungs can get lung cancer.” It’s simple and direct, cutting through the clutter to tell audiences exactly what they need to hear and remember. While seemingly directed at non-smokers, its nonjudgmental tone encourages honesty about smoking habits and reduces stigma for smokers too.
- Find solutions for screening ineligible patients.While boosting screening rates among eligible patients is a top priority, potential workaround solutions to also screen those who don’t meet current guidelines include:
- Health risk assessments (HRAs): These tools can help identify individuals who may not meet screening criteria but are still at risk.
- Incidental pulmonary nodule (IPN) findings: Many of the patients featured in LUNGevity’s campaign were diagnosed via IPN after receiving a CT scan or chest X-ray for an unrelated reason. Creating IPN programs and promoting awareness of these findings offers another opportunity for early detection of lung cancer.
Create campaigns that resonate. Access our quick-start checklist for impactful healthcare awareness campaigns.
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