Stigma is a real problem for lung cancer patients. This leads to late diagnoses, a lack of research investment, mental health issues and a survival rate that’s barely moved in a decade. We need to shine a light on Australia’s biggest cancer killer. More than a third of Australians believe those living with lung cancer only have themselves to blame. The stigma that surrounds this disease is a barrier that blocks investment into research, treatment and support.
Lung Foundation Australia provides services and resources for people with all types of lung disease, including Chronic Obstructive Pulmonary Disease (COPD) and lung cancer.
Cancer is a devastating diagnosis. You need all the help you can get in what becomes the race of your life. But if you have lung cancer, everything slows down and it feels like time is slipping away, right when you can least afford it. To communicate this urgent message, we have created a very human story: a woman is told she has lung cancer, and as the world goes on as normal around her, her life slows to a crawl.
To give this idea its fullest expression, we combined graphic cinematic composition with slow-motion visual effects to create a visual metaphor for having lung cancer and being at a major disadvantage in the race of your life. The bold visual direction and heartfelt performance is tuned in to the emotion and experience of someone diagnosed with this devastating disease.
