| Заголовок | See through the symptoms |
| Агентство | Engine UK |
| Кампания | See through the symptoms |
| Рекламодатель | N/A |
| Бренд | N/A |
| Дата первой трансляции/Публикации | 2021 / 5 |
| Бизнес сектор | Общественная безопасность, здоровье и гигиена |
| философия | ENGINE Creative has come together with photographer Rankin, production house TAG and media agency Wavemaker to create the 'See through the symptoms' campaign to raise awareness of the signs of lung cancer that are often missed. The goal is to improve the outlook for patients by promoting earlier diagnosis of the disease. Aimed at medical professionals, the dramatic pictures tell the stories of nine lung cancer patients, all of whom were diagnosed too late to be cured. Holding their own x-rays in front of their chests, each person's name, age, symptoms and diagnosis are listed. The campaign aims to save lives by raising awareness of lung cancer symptoms and addressing the stigma surrounding the disease by highlighting that anyone, young or old, can get lung cancer regardless of smoking history. The campaign features nine patients – four men and five women, eight never-smokers and an occasional smoker, who were all diagnosed with stage IIIb or IV lung cancer. They range in age from 28 to 65 and each has a powerful story to tell. For all of them, diagnosis took many months and repeated visits to their doctor. Julian Hough, Chairman of Engine Creative, was inspired to lead the campaign after Jenny Abbott, who has been his best friend since age 13, was diagnosed with the disease aged 54. Jenny has been featured on Woman's Hour (from 32.49) and inspired an article in The Guardian. Hough said: "My best friend has Stage IV cancer. Terminal. If it was diagnosed earlier, then things may be different. This work will hopefully make a difference. I wish we never had to make it, never had to run it. I cannot thank the team that made it happen enough." Developed with patient-led lung cancer charities EGFR+UK, ALK+ and the Ruth Strauss Foundation the campaign has been crowdfunded with generous support from friends and relatives and the advertising community. https://www.justgiving.com/campaign/lungcancerearlydiagnosis A further push aimed at a broader audience is planned for November, Lung Cancer awareness month. The campaign is initially targeted directly at GPs in order to avoid creating too great a response, while Covid-19 is still such a pervasive healthcare concern. The pictures for the campaign were taken at Rankin's studios in North London, with a one-hour time slot set aside for each subject. The shoot was completed at the height of lockdown, with Rankin's team all dressed in full hazmat suits The campaign will run initially in May and June (launching on the 3rd of May) across multi-media platforms targeting GPs and other primary healthcare professionals, including the British Journal of GPs, GP Online and Practice Nurse, with media planning and buying by Wavemaker. Lung cancer in never-smokers is now the eighth most common cause of cancer-related death in the UK and the seventh most prevalent cancer in the world. More never-smokers die of lung cancer each year in the UK than die of ovarian cancer, leukaemia, and cervical cancer. More than 57% of lung cancer patients in the UK are diagnosed at stage 3 or 4, too late for curative treatment, and data from patient organisations suggests that this rises to nearly 90% in the never-smoking population. Women make up 80% of all non-smokers who get a lung cancer diagnosis. With declining rates of smoking, the relative proportion of lung cancer in never-smokers are increasing. However, most people who never smoke do not think they are at risk of the disease as lung cancer has been traditionally thought of as a 'smoker's disease' by both the public and healthcare professionals. |
| Тип медиа | Связи с общественностью |
| Длина | |
| Больше информации | https://www.justgiving.com/campaign/lungcancerearlydiagnosis |
| Председатель | Julian Hough |
| Креативная команда | Bilel Labjaoui |
| Креативная команда | Charlie Hallam |
| Продюсер агентства | Debbie Impett |
| Assistant Producer | Olive Andrews |
| Цифровой дизайн | Nick Dinnen |
| Integrated Project Director | Liz Boothby |
| Директор по экспериментальному дизайну | Chao Gao |
| Фотограф | Rankin . |
| Исполнительный продюсер | Chelsea Stemple |
| Продюсер | Grace Finger |
| Photography Team | Manny Owusu-Afram |
| Photography Team | Tatjana Galic |
| Photography Team | Doma Dovgialo |
| Photography Team | Chloe Burgess |
| Retouching | True Black Studio |
| Производственная студия | TAG |
| Креативный продюсер | Donna Head |
| Креативный продюсер | Nick Toumazi |
| Design and Motion Design | daniel todd todd |
| Creative Retoucher | Adam Howes |
| Звукорежиссер | Scott Little |
| Дизайнер | Steven Qua |
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