Lungs studded with matches and set alight. That’s a confronting image. The Ad Council and the American Lung Association want people to pay attention to the facts about detecting lung cancer, and Hill Holiday has provided the metaphor to do the job.
“Lung cancer screening is a powerful tool, but its lifesaving potential will never be fully realised if it’s underutilised,” stated Harold P. Wimmer, national president and chief executive officer, American Lung Association.
The video is part of two-year-old campaign, Saved By The Scan, and has launched for November’s Lung Cancer Awareness Month. Lung cancer is the #1 cancer killer for men and women. According to recent research, lung cancer kills 422 people every day in the US. That’s 18 deaths each hour, or one every 3.4 minutes, and most cases are not diagnosed until later. But survival rates are four times higher when lung cancer is detected early. If the 8 million US people considered at high-risk were screened, about 48,000 lives would be saved.
The campaign was created pro bono by Hill Holliday. It aims to educate current and former smokers about the low-dose CT scan that can detect lung cancer in the early stages, when the disease is more curable.
Michelle Hillman, chief campaign development officer of the Ad Council, explained, “We continue to hear reports from consumers who saw Saved By The Scan materials, got the scan and caught the disease early. When it comes to the power of communications, there’s nothing greater than saving a life and we are eager to share this new round of work, hopefully inspiring more high-risk individuals to talk to their doctors and get the scan if they are eligible.”
The new campaign is running across TV, print, billboard, bus shelter and digital work.
Saved By The Scan has already received more than US$46 million in donated media support to date and has collaborated on lung cancer screening content with platforms such as Facebook Creative Shop, The New York Post, USA Today and WebMD.
The lung cancer screening eligibility quiz on SavedByTheScan.org also continues to do its job. There have been more than 291,000 quiz completions since the campaign launch. 90,000 people were found to be at high risk and were encouraged to speak with their doctor. Additionally, awareness of the lung cancer screening method has increased 75% since launch and continues to grow year over year.
“When smokers hear the words lung cancer, they are rightfully scared,” stated Lance Jensen, chief creative officer, Hill Holliday. “But with this new scanning technology, there’s hope. With the help of our production partner, Psyop, we created a visually arresting film that will let people know lung cancer doesn’t have to be so terrifying. There’s hope. Hill Holliday is proud to work with the American Lung Association and the Ad Council for the second year in a row on this amazing project.”
A person is considered high risk for lung cancer are between 55–80 years old, have a 30 pack year history of smoking (this means 1 pack a day for 30 years, 2 packs a day for 15 years, etc) and are a current smoker or have quit within the last 15 years.