The Partnership's Look Deeper Campaign
"Lung cancer should be on the health radar of every woman regardless of smoking history," said Joan Schiller, M.D., president of National Lung Cancer Partnership. "Just as breast cancer has impacted generations of women so has lung cancer. Our goal with this campaign is to educate more women about this disease and encourage them to talk to their doctors if they have symptoms or concerns."
The National Lung Cancer Partnership has launched the Look Deeper campaign, a national, multi-media public service announcement (PSA) campaign, to inform women about their risk for lung cancer and urge them to find out more about this deadly disease. The campaign takes aim at America's obsession with women's breasts through print and radio PSAs. The message: It's time we obsessed more over women's lungs.
The flagship component is a one page color advertisement showing a woman modeling a yellow bikini. In place of her bikini top sits a superimposed image of a chest x-ray, asking the public to look deeper and pay more attention to women's lungs and lung cancer. A similar message is carried out in smaller PSAs suitable for inclusion in newspapers.
In the radio PSAs, the announcer contemplates the number of words in the English language used to refer to breasts. And while our obsession with breasts has helped increase awareness of breast cancer, it is lung cancer that claims more women's lives, and has a five-year survival rate of only 16 percent compared to an 89 percent survival rate for breast cancer.
To view the Partnership's Look Deeper campaign and to learn how you can help us distribute the campaign, visit www.NationalLungCancerPartnership.org.
The National Lung Cancer Partnership is appreciative of Eichenbaum/Associates of Milwaukee for generously donating their services to create the Look Deeper campaign.
