Cancer Institute of NSW launches lung cancer awareness campaign via UrsaClemenger Sydney

After winning a three-way creative pitch late last year, UrsaClemenger Sydney has produced a new lung cancer awareness campaign for the Cancer Institute NSW.

Lung cancer is the leading cause of cancer deaths in adults. Between 2004 and 2008, there were 15,905 new cases of lung cancer diagnosed in NSW. The most common type of lung cancer (non-small cell lung cancer, 89 per cent) is potentially curable with surgery alone if it is detected early. However the majority of these cases are diagnosed at a later stage, reducing the likelihood of cure.

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The “Listen Out for Lung Cancer” campaign was created to increase community awareness of the 3 key symptoms of lung cancer and encourage people to see their GP of they experience these symptoms. The overall aim of the campaign is to increase early diagnosis of lung cancer and contribute to better cancer outcomes.   

The campaign not only had to communicate the symptoms of lung cancer but that survival rates could be improved if early action was taken.

Says Mayanne Lafontaine, Cancer Institute NSW: “Our experience tells us that getting people to see their doctor is never simple. But if we can get people across NSW to be aware of the symptoms consistent with lung cancer and visit their GP to ensure early diagnosis, we can improve lung cancer outcomes across the state.”

Says Denis Mamo, UrsaClemenger ECD: “The sound of coughing and the importance of listening out for family, friends and colleagues gave us a clear focus for the communication. The key was to keep it simple and graphic, so even in print we could communicate that paying attention to persistent or changing coughs is important in early diagnosis.”

The campaign will be delivered through TV, newspapers, magazines, radio and through a direct marketing campaign targeting NSW GPs. Materials have been developed to capture mainstream, Aboriginal audiences and culturally and linguistically diverse audiences to ensure the broadest possible reach.

Organisation: Cancer Institute of NSW 

Media Buying: Mediacom