American Lung Association and the Ad Council Unveil New PSAs Highlighting the Significance of Early Detection for Lung Cancer

This World Cancer Day, new PSAs ask the question, "If your lungs could talk, what would they say?" to encourage those eligible to get screened for lung cancer

CHICAGO, Feb. 4, 2025 /PRNewswire/ -- Early detection is essential when it comes to lung cancer, and early diagnosis can save lives. Today, the American Lung Association and the Ad Council are helping to address the nation's leading cause of cancer deaths. As part of the ongoing Saved By The Scan campaign and timed to World Cancer Day, the organization, together with the Ad Council and creative agency Hill Holliday, released new public service advertisements (PSAs), "If Your Lungs Could Talk," in an effort to reach eligible current and former smokers about the importance of lifesaving lung cancer screening.

According to the American Lung Association's 2024 "State of Lung Cancer" report, lung cancer is the leading cause of cancer deaths in the United States, and only 16% of people at high risk have been screened. The report also highlights that annual low-dose CT scans can reduce the lung cancer death rate by up to 20%; emphasizing the need to ensure that eligible high-risk individuals are aware of their risk for lung cancer and feel empowered to talk to their doctor.

"While lung cancer remains the leading cause of cancer deaths in the U.S., there is hope. Lung cancer screening has played a critical role in the 44% increase in the lung cancer survival rate over the past decade," said American Lung Association President and CEO Harold Wimmer. "This new campaign will continue to raise critical awareness about lifesaving screening and encourage more individuals to take action."

Since its inception, the Saved By The Scan campaign continues to show significant impact with over 1.3 million Americans having taken the Saved By The Scan screening eligibility quiz to determine if they are at high risk for lung cancer. The campaign has exhibited significant increases across key measures since its launch. Among individuals eligible for lung cancer screening, there was a significant increase in those who discussed the scan with their healthcare provider, from 27% in 2021 to 43% this year. Likewise, individuals who spoke with their healthcare provider and underwent the scan increased significantly, from 21% in 2021 to 35% in 2024.

"By inspiring people to talk with their doctor about lung cancer screenings, we can offer hope for early detection, effective treatment and ultimately save lives," said Heidi Arthur, chief campaign development officer for the Ad Council. "We are proud to partner with the American Lung Association and Hill Holliday to promote this initiative, using the power of creativity -- and a touch of humor -- to remind former smokers and other high-risk individuals of the importance of getting screened."

The new PSAs bring to life a conversation between a former smoker and the personifications of their lungs, using humor to educate and encourage those who, even after they quit smoking, may still be at risk for lung cancer. The creative highlights the urgency of lung cancer screening since symptoms often appear late, stressing the importance of early detection. The PSAs will appear nationwide across broadcast, print, radio, out-of-home, digital banners and social media in donated media time and space.

"Our disarming new campaign shows former smokers hearing the potentially life-saving message about the importance of early detection in lung cancer directly from the source: their lungs," said Dave Weist, Chief Creative Officer, Hill Holliday. "We are honored to continue our longstanding collaboration with the American Lung Association and the Ad Council to support the important and impactful 'Saved by the Scan' campaign."

To learn more and check if you qualify for a low-dose CT scan, visit SavedByTheScan.org. For media interested in scheduling an interview with a lung cancer expert, contact Jill Dale at 312-940-7001 or [email protected].

About the American Lung Association
The American Lung Association is the leading organization working to save lives by improving lung health and preventing lung disease through education, advocacy and research. The work of the American Lung Association is focused on four strategic imperatives: to defeat lung cancer; to champion clean air for all; to improve the quality of life for those with lung disease and their families; and to create a tobacco-free future. For more information about the American Lung Association, which has a 4-star rating from Charity Navigator and is a Platinum-Level GuideStar Member, call 1-800-LUNGUSA (1-800-586-4872) or visit: Lung.org. To support the work of the American Lung Association, find a local event at Lung.org/events.

About Hill Holliday Group
Hill Holliday Group is an independent agency whose business model is built for the modern marketer. The agency's purpose is single-minded—to design growth for any ambition. Hill Holliday Group is a full-service marketing agency designed for specialization across five capability verticals: Integrated Creative; Social Strategy and Content Production; Media; Strategy Consulting; and Health & Wellness. Hill Holliday Group is part of the Attivo network, blending world-class creative, strategy, data science, and media talent led by deeply experienced practitioners across offices in Boston and New York City. The agency flexibly designs the right solution, at the right scale, for the right budget and timeline. For more about Hill Holliday Group's people, work, and culture, visit http://www.hhcc.com

About the Ad Council 
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun violence prevention, combating hate and bias, the overdose crisis and other critical issues, the Ad Council's national campaigns encompass advertising and media content, ground game and community efforts, trusted messenger and influencer engagement, employer programs and other innovative strategies.

To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram, LinkedIn and X, and view campaign creative on YouTube.

CONTACT: Jill Dale | American Lung Association
P: 312-940-7001 C: 720-438-8289 E: [email protected]

SOURCE American Lung Association