Lung Cancer Screening (2017)

Background

Lung cancer is the #1 cancer killer of women and men. Fortunately, a groundbreaking, new screening - a low-dose CT scan - can detect lung cancer in the early stages when the disease is more likely to be curable. However, most cases are not diagnosed until later stages. Approximately eight million people are at high risk for lung cancer and should talk to their doctor about getting screened. If everyone at high-risk were screened, about 25,000 lives could be saved.

Campaign Objective

The American Lung Association’s LUNG FORCE initiative partnered with the Ad Council to launch the first national public service advertising campaign to raise awareness of the benefits of early detection through lung cancer screening. The campaign aims to get individuals to take a lung cancer screening eligibility quiz at SavedByTheScan.org and talk to their doctor.

Target Audience

Former smokers who quit in the last 15 years, are between the ages of 55-80, and smoked the equivalent of 30 “pack years” (1 pack a day for 30 years, 2 packs for 15 years, or any combination of years and packs that equals 30) are eligible for lung cancer screening.

Key Message

You stopped smoking, now start screening. Talk to your doctor or learn more at SavedByTheScan.org.

Donated Media

As of January 2018, the campaign has received more than $19M in donated media support since launch August 1, 2017. On the day of launch, the campaign secured over 60 TV and Radio interview placements and was picked up by over 275 media outlets, including features on TIME, HuffPost and AdWeek. The campaign continues to see great support through opportunities with Facebook, USA TODAY, WebMD and Dr. Oz.

Impact

Since the launch of the campaign, awareness about lung cancer screening has significantly increased from 19% to the highest peak of 36% during Lung Cancer Awareness Month (November 2017). Out of the 120,000 quiz completions on SavedByTheScan.org, from launch through January 2018 42,000 people met all the criteria and qualify for a lung cancer screening. These high-risk individuals were encouraged to learn more about lung cancer screening on the website and talk to their doctor.

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