American Lung Association
LOCK UP LUNG CANCER BY LUNG FORCE
Every five minutes, a woman in the U.S. is targeted. Only 18% are found in time. As a result, more than 70,000 women will lose their lives this year.
If a serial killer were as stealthy and prolific as lung cancer, they’d be Public Enemy #1. That’s how we encouraged women to go for life-saving lung cancer screenings—by exposing it as a hidden killer.
leaning in to true crime
The ALA’s audience is heavily into true crime. According to our research, it triggers protective instincts: Deep down, women believe true crime stories help them avoid danger.
So, we used it to teach self-defense against another cunning threat: lung cancer.
A HIDDEN KILLER
Lung cancer is the top cancer killer of women. Yet only 3% have it on their radar. Lock Up Lung Cancer taps into true crime to help survivors air their most shocking moments and stories of survival.
“We’re trying to help women be aware, vigilant, and informed, and response to the videos—which were created in a format that’s particularly powerful for and relatable to women—has been incredibly positive.”
— Deborah Brown, Chief Mission Officer, ALA
Shot by Edelman Creative Director Stefanie Gunning, the campaign was centered around survivor stories, with doctors “on the case” providing insight and commentary. The videos ran within true crime online programming on Lifetime, TNT, A&E and ID in addition to the My Favorite Murder and Criminal podcasts.
“lung cancer is an issue that has been in the shadows for too long.”
— ALA National President and CEO Harold P. Wimmer
ALA on the case
LUNG FORCE is the ALA’s long-running initiative to unite people against lung cancer. Lock Up Lung Cancer not only encouraged women to fight back, it also positioned LUNG FORCE as a seasoned partner helping to bring this disease to justice.
“Don’t try me again because I got you. You have no idea who you’re dealing with.
— Nancy, survivor
“I couldn’t breathe.”
— Colette, survivor
“I just remember a shooting, sharp pain, deep in my back.”
— Ashley, survivor