American Lung Association and Ad Council Launch PSA Campaign for Lung Cancer Detection Awareness

New PSAs Stress the Importance of Lung Cancer Screening

In a powerful initiative timed for World Cancer Day, the American Lung Association and the Ad Council have introduced a series of public service announcements (PSAs) that poignantly raise awareness about the significance of early lung cancer detection. Titled "If Your Lungs Could Talk," these PSAs carry a crucial message to current and former smokers, stressing that timely and proactive health screenings can save lives.

Lung cancer, the leading cause of cancer-related deaths in the United States, is often diagnosed too late. According to the American Lung Association's 2024 report, only 16% of high-risk individuals—those who have smoked or currently smoke—are taking advantage of lung cancer screening. This stark statistic underscores the need for improved awareness and outreach, particularly for those most vulnerable.

The newly launched PSAs feature a creative dialogue between a former smoker and their own personified lungs, utilizing humor to emphasize the serious message about the necessity of screening. The approach aims to engage viewers in a memorable way, encouraging them to take the necessary step toward ensuring their health.

The Impact of Early Detection

Medical experts agree that annual low-dose CT scans can significantly reduce lung cancer mortality rates, potentially by as much as 20%. Despite these benefits, many at-risk individuals remain unaware or hesitant to discuss screening options with healthcare providers. In the ongoing Saved By The Scan campaign, the American Lung Association has been urging those eligible for screening to take the lung cancer screening eligibility quiz, which has already reached over 1.3 million Americans.

Significantly, the campaign reports dramatic increases in awareness: discussions about lung cancer screening with healthcare providers surged from 27% in 2021 to 43% in 2024. Those who actually went through with the screening also saw a marked increase from 21% to 35% in the same time frame. This demonstrates that creative outreach efforts can have a meaningful impact on public health engagement.

Heidi Arthur, Chief Campaign Development Officer for the Ad Council, highlights the importance of these conversations. “By inspiring people to talk with their doctor about lung cancer screenings, we can offer hope for early detection, effective treatment, and ultimately save lives,” she expressed, emphasizing the urgency of the message.

Creative Approach and Goals

The humorous yet poignant tone of the PSAs is designed to humanize the medical subject while driving home an essential health message. Dave Weist, Chief Creative Officer of Hill Holliday, elaborates on the campaign's strategy, stating, “Our disarming new campaign shows former smokers hearing the potentially life-saving message about the importance of early detection in lung cancer directly from the source—their lungs.” This relatable approach aims to resonate particularly with former smokers who continue to carry lingering risks associated with lung cancer.

The PSAs will be disseminated across multiple platforms, including television, social media, radio, and print, using donated media space to maximize reach and effect. The overall goal is to elevate public discourse around lung cancer screenings and foster a culture of proactive health management among high-risk populations.

For those interested in understanding their own risk, the campaign encourages individuals to visit SavedByTheScan.org for further information and to see if they qualify for a potentially life-saving low-dose CT scan. The commitment of the American Lung Association, alongside partners like the Ad Council and Hill Holliday, reflects a dedicated effort to combat lung cancer through awareness, advocacy, and actionable steps for prevention.

About the Organizations Behind the Campaign

The American Lung Association is a pioneering entity dedicated to saving lives through better lung health. It focuses on education, advocacy, and research, with a strategic vision for reducing lung cancer incidences. Meanwhile, Hill Holliday operates as a full-service marketing agency committed to growth across various sectors, including health and wellness. The Ad Council, with its rich history in social impact campaigns, plays a pivotal role in uniting creative forces to address vital societal issues.

This collaboration aims not only to foster awareness of lung cancer but to inspire actionable steps toward prevention and care, ultimately altering the path of countless lives in America.