Stop asking the wrong question about lung cancer

Brand

LIFE Agency, part of opr

Client

AstraZeneca
Lung Foundation Australia

Category

Communications

When research showed that the first question 40% of Australian’s would ask someone who was diagnosed with lung cancer, was “did you smoke?”, LIFE Agency worked with Lung Foundation Australia to confront and stop the stigma of lung cancer in its tracks.

They developed a campaign that turned the focus on the loved ones of those living with lung cancer – the daughters, sons, sisters, wives, husbands and best friends, who sadly had to witness stigma having an impact every day. 

A striking photo series featuring these brave Australians implored the community to “Stop asking the wrong question about lung cancer.” Followed by “Don’t ask if my mum smoked, instead ask why lung cancer patients are four times more likely to suicide than the general population,” or “Don’t ask if my wife smoked, instead ask why lung cancer takes more lives than breast, prostate and liver cancers combined, yet it is the least funded.” 


In January 2019, LIFE Agency launched via a traditional media, outdoor and social media campaign and successfully changed perceptions. Whilst in 2017, 40% of Australian’s admitted the first question they would ask someone with lung cancer, was “did you smoke?”, post campaign, this number reduced by 30%.
 

Contact

Richard Brett - richard.brett@opragency.com.au

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