As part of a new awareness campaign which launches today, we are encouraging the public to Let Go Of The Labels and Know The Symptoms associated with lung cancer and stop thinking about the condition in relation to someone’s age or smoking status.
Lung cancer can affect anyone.
An adapted version of Roy Castle Lung Cancer Foundation's lung cancer awareness campaign has been developed by the South East London Cancer Alliance and aims to encourage people with possible lung cancer symptoms to take action early by speaking to their GP, regardless of their age or whether they smoke or not.
Our campaign ads feature real stories of people who have been diagnosed with lung cancer, including 51-year-old Karen who is mum to two young girls and has never smoked.
“As someone who had never smoked, I didn’t think lung cancer was something that could ever happen to me,” explains Karen, “even though I had a persistent cough and shortness of breath.”
“Before I was diagnosed, I had a cough for about two months and then I started getting breathless doing the simplest of tasks, like walking and even light dusting. In hindsight, my age and the fact that I had never smoked was a distraction.”
“I have a type of lung cancer that is more common in people who haven’t smoked. That’s why we must let go of labels like smoker and non-smoker. The reality just isn’t that black and white.”
Where can I see the campaign?
The campaign coincides with Lung Cancer Awareness Month and includes out of home advertising in local tube stations and on bus stop and roadside billboards across south east London.
The campaign features paid advertising on Facebook and Instagram, with regular updates about the campaign on our Facebook page.
Why are we launching the campaign in south east London?
Lung cancer is the biggest cause of cancer deaths in England and it can affect people of all ages.
Although the risk increases as you get older and from lifestyle choices such as smoking, younger people and those who don’t smoke can also develop the condition.
In south east London, the majority of lung cancers are diagnosed at a later stage but if we can detect the cancer early on, the treatment is more likely to be successful.
GP cancer lead for Bexley Dr Winnie Kwan, said: “Lung cancer does not discriminate and can affect anyone, regardless of their age, fitness level or smoking history.
“Whether you are a smoker or not, if you are presenting with symptoms that indicate lung cancer, then please contact your GP. Early testing means early treatment, which can save lives.”
Who is the campaign aimed at?
The campaign targets all men and women. It is important that we ensure people are aware of what symptoms they should be looking out for.
In addition to the symptom of a cough for three weeks or more, lung cancer can also present the following symptoms:
- Persistent breathlessness
- Persistent tiredness or lack of energy
- Loss of appetite or unexplained weight loss
- Shoulder pain
- Back pain
- Swelling in the neck
- Chest infections that keep coming back
- Coughing up blood
- An ache or pain when breathing or coughing
How can I support the campaign?
- Download and share our social assets - in the campaign toolkit - across your social media accounts.
- Follow us on LinkedIn, X and Facebook and share our posts about the campaign across your social media accounts.
- Share the link to our campaign landing across your newsletters and with individuals or groups that represent the target audience.
- Print the campaign posters - in the campaign toolkit - and share in GP waiting areas or pharmacies across your local borough.
Additional information and resources
For patients
- The Everybreath support group holds regular virtual and face-to-face meetings to support those living on south London who are affected by lung cancer. To find out more about the support group and how to join a meeting, visit: https://everybreath.org.uk/
- We are rolling out the NHS Targeted Lung Health Check programme across parts of south east London. The programme offers residents who are aged 55 to 74 and registered as a smoker or former smoker with their GP, a lung health check to help detect lung cancer at an earlier stage, when there are often no symptoms and it is easier to treat. To find out more about the checks and if you’re eligible, visit: https://www.sel-lunghealthcheck.nhs.uk/
For healthcare professionals
- We have developed an online education resource to support primary care professionals to identify patients who require an urgent suspected cancer referral. The resource includes a bitesize module on lung cancer which can be completed in 10 minutes and provides guidance regarding diagnostic tests, including information on local urgent direct access diagnostic pathways, and enables professionals to refer patients with confidence.
- Lung cancer charities including the Ruth Strauss Foundation, EGFR Positive UK and ALK Positive also have resources to support GPs, pharmacists and physiotherapists, to identify potential lung cancer patient who have never smoked.