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Emotional ads, "Moments Map" urge public to know if they are at risk, get scanned and live to experience more moments
With the U.S. Preventive Services Task Force (USPSTF) now recommending low-dose CT scans to screen those most at risk for lung cancer, Lung Cancer Alliance (LCA) today launched a national multi-media public education campaign around the potentially lifesaving step. The "Moments" campaign, appearing in cities across the country, focuses on the inherent beauty of everyday, potentially missed moments and urges the public to assess their risk for lung cancer, including factors beyond smoking, in order to keep experiencing these moments. The effort includes television and Facebook ads, out of home placements, online video ads, and a "Map Your Moment" tool.
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LCA's awareness push comes on the heels of USPSTF's July announcement recommending scans for those considered at high-risk for lung cancer. The recommendations of the group direct health care reimbursements from the government and often private insurance companies. In making its recommendation, the panel considered facts from the National Lung Screening Trial, which concluded that CT scans were more effective than X-rays in detecting lung cancer and that lung cancer, if caught early enough, could see a great reduction in mortality rates.
"This recommendation was a monumental move in the fight against lung cancer but now people need to know if they are at risk and if they are, take action," said Laurie Fenton-Ambrose, president and CEO of LCA. "Lung cancer is the top cancer killer in the U.S., and we know scanning those at risk can and will save lives. Gaining this recommendation has been our top priority and we will continue to do everything we can to reach the public with this important health information."
LCA, which has been advocating for better lung cancer screening protocols for over ten years, uses its most recent campaign to direct people to its online Risk Navigator featuring questions the user answers to determine one's risk for lung cancer. From www.atriskforlungcancer.org users are directed to local screening centers recognized by LCA as responsible partners.
In 2011, LCA released its National Framework for Excellence in Lung Cancer Screening and Continuum of Care and those guidelines ensure responsible screening practices across the nation. Today, more than 105 screening centers have adopted these principles or have been identified as following best practice guidelines in lung cancer care. More than 50 additional screening sites are in the pipeline for inclusion in the network.
"Everyone needs to determine their risk and go further by encouraging a friend or a loved one to do the same," said Fenton-Ambrose. "We are reaching out as far and as wide as we can and we hope to be able to expand the campaign and create new public awareness of this lifesaving tool."
The "Moments" campaign has a national focus through pre-roll online ads, social media content and a interactive map tool, as well as with television spots and online placements focused in 15 key markets. Elements of the campaign will appear in Atlanta, Augusta-Aiken, Baton Rouge, Boston, Chicago, Cincinnati, Hartford and New Haven, Louisville, Raleigh-Durham, San Diego, Seattle, Syracuse, Tampa, West Palm Beach and Washington D.C. and were selected based on lung cancer incidence and the presence of screening centers of excellence. The campaign will also target African Americans and veterans, two high risk groups.
LCA hopes to expand the campaign – in both market size and duration – as funding allows. Donations to support the campaign can be made at www.fundmoremoments.org.
About LCA: LCA is the only national non-profit dedicated solely to providing support and advocacy for people living with or at risk of lung cancer and has long advocated for the use of low-dose CT scans in at-risk populations for the early detection of lung cancer. LCA also has been active in addressing the stigma of lung cancer, including its notable and award-winning campaign "No One Deserves to Die," which highlighted the often public perception that those diagnosed with lung cancer bring the disease upon themselves by engaging in high-risk behaviors, such as cigarette smoking. LCA also played an integral role in the passage of the 2012 Recalcitrant Cancer Research Act which requires the National Cancer Institute to put a plan in place to reduce lung cancer mortality.
About Lung Cancer: Lung cancer is the leading killer in the United States, taking more lives than breast, prostate, colon and pancreatic cancers combined. Each year, 160,000 lives are lost to lung cancer. Only 15 percent of people diagnosed with lung cancer will survive it. This is primarily because today the vast majority of lung cancers are diagnosed at a late stage. Only 15 percent of lung cancer diagnoses happen in the early stages.
CONTACT: Kay Cofrancesco, 302-521-5716, [email protected]
SOURCE Lung Cancer Alliance
