Page 11 - Inspire

Stories like Dipti’s are so important for our campaigns
and we are eternally grateful to everyone who shares
their experiences to help others.

However, raising awareness of lung cancer is not easy.
It is not something people want to talk or even think
about, even in normal circumstances let alone in the
middle of a global pandemic. We knew we also
needed something else to really draw focus. It was then
that the light bulb moment came.

“I remember the first time I saw the shadow theatre
company, Attraction, on Britain’s Got Talent,” adds
Rachel. “I couldn’t take my eyes off it. I even shed a tear
or two - still do, actually! It was just so moving and,
given the campaign’s theme, we wondered if we could
create a similar piece to draw lung cancer out from
under Covid’s shadow.”

A short email exchange and a Zoom call later,
Attraction were on board. They too were driven by
personal experience. Zoltán Szűcs, founder of the group,
had lost his mother to cancer and so he recognised the
importance of this campaign.

Attraction went on to produce a mesmerising
performance, highlighting several symptoms, to
remind viewers a cough does not just mean Covid and
also, the importance of early detection.

“We are so pleased to work with Attraction and present
lung cancer in a very different way,” concludes Rachel.
“It was our hope that in doing so, more people will
watch this beautiful and moving performance, absorb
its vital message and take action if needed.”

Which is exactly what has happened.

To date, the video has been watched over 2.2 million
times, with nearly half of those watching it in its
entirety, something of a novelty in today’s digital world.

But more importantly, it has driven viewers to seek
information about signs and symptoms of lung cancer.
In the week after its release, the charity saw a 1,333%
increase in visits to its signs and symptoms webpage.

There is a still a long way to go to recover from the
impact the pandemic has had on lung cancer. However,
as the UK’s only charity solely dedicated to supporting
everyone affected by the disease, we will continue to do
everything we can to keep it out of the shadows.

Lung cancer is still here, but fortunately so are we.