UK Lung Cancer Coalition

A campaign that led to longer lives

CHALLENGE

Lung cancer is the biggest cancer killer in the UK, but efforts to improve understanding of the disease are often focussed on England, at the expense of the devolved nations.  The UK Lung Cancer Coalition came to MHP to help them put lung cancer at the top of the political agenda in Scotland, Wales, and Northern Ireland.

APPROACH

MHP set about building a compelling story about lung cancer; communicating the high levels of unmet need, coupled with a clear call to action for governments and healthcare systems to reduce the personal and societal burden.  We produced a collection of tailored infographic briefings, turning complicated data into impactful stories, which persuaded government ministers, civil servants, NHS officials, and local politicians to pledge to take action.

IMPACT

The campaign led to a significant increase in activity on lung cancer in the Scottish Parliament and Welsh Assembly, supported by Alex Salmond MSP, Andrew RT Davies AM (Leader of the Opposition in Wales) and Professor Sir Mansel Aylward (Chair of Public Health Wales). Improving lung cancer outcomes was also identified as one of the five agreed national goals in the Welsh Government’s most recent Cancer Delivery Plan in 2014.

It also secured in-depth coverage in print, broadcast, and online media.