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Liz Yeates

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    P1.02 - Advocacy (Not CME Accredited Session) (ID 934)

    • Event: WCLC 2018
    • Type: Poster Viewing in the Exhibit Hall
    • Track:
    • Presentations: 1
    • Moderators:
    • Coordinates: 9/24/2018, 16:45 - 18:00, Exhibit Hall
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      P1.02-02 - ‘Listen To Your Lungs’ – An Awareness Campaign from The Marie Keating Foundation (ID 13854)

      16:45 - 18:00  |  Author(s): Liz Yeates

      • Abstract


      In Ireland, lung cancer is the biggest cancer related killer in both men and women, accounting for over 2,300 cancer cases and over 1,800 deaths. Incidence and mortality rates are projected to increase further in the coming years, particularly in women. In the absence of a national screening programme, there is a need to improve lung cancer awareness, particularly as 1 in 4 Irish people cannot identify one lung cancer symptom. Recent research undertaken by our Foundation has also established that only 7% of adults believe that lung cancer is the leading cause of cancer related deaths in Irish women, and 98% believe that only smokers get lung cancer. These figures underscore the necessity for a national awareness campaign.

      a9ded1e5ce5d75814730bb4caaf49419 Method

      During Lung Cancer Awareness Month, our Foundation launched an accessible multifaceted national campaign to reach out to, and educate men and women on symptoms and risk, to aid in the early detection of lung cancer. Our campaign aligned with the National Cancer Strategy and focused on symptom awareness, specifically those of a persistent cough, linked with a change in a long-term cough and breathlessness. Our campaign slogan was ‘Listen To Your Lungs’ and our call to action ‘If you have a cough lasting longer than 3 weeks, go see your GP’. The campaign consisted of videos, activities on social media and our website, a radio advertisement and outdoor advertising which included Ireland’s first ‘coughing billboard’. A central part of our campaign was a video produced in conjunction with a lung cancer survivor who talked about his journey and his main symptom – a persistent cough.

      4c3880bb027f159e801041b1021e88e8 Result

      The campaign was covered nationally in terms of radio and print. Our radio advertisement reach was 1.4 million adults. Images on 12 standard bus shelters and the ‘coughing billboard’ were shared widely and generated significant social media activity. Through the Foundation’s own channels, engagement rate was high on Twitter, Facebook and Instagram. Indeed some posts were the best performing posts in the history of the Foundation’s social media channels. The campaign video was the best performing post of the campaign; it attained a reach of nearly 200,000 people with approximately 150,000 views.

      8eea62084ca7e541d918e823422bd82e Conclusion

      Our first multifaceted national awareness campaign was well received and generated much needed conversation around lung cancer symptoms and risk. We believe that a campaign of this nature can contribute in a meaningful way to the early detection of lung cancer.