Amiculum supports Lung Cancer Europe’s ‘Get Checked!’ campaign for Lung Cancer Awareness Month

Who comes to mind when you think of people with lung cancer? Common stereotypes often depict older, male, life-long smokers, but lung cancer affects people of all ages, genders and ethnicities, including non-smokers.

In September 2024, Amiculum partnered with Lung Cancer Europe (LuCE), a non-profit organization dedicated to raising awareness about lung cancer. After an introduction from Passion Partnership, Amiculum was brought on board to support LuCE’s ‘Get Checked!’ awareness campaign, which launched in November for Lung Cancer Awareness Month.

The Amiculum team offered pro bono consultancy and creative services to enhance the reach and impact of the ‘Get Checked!’ campaign. Lung cancer remains one of the leading causes of cancer-related deaths in Europe, and we are proud to support this awareness initiative.

What did we want to achieve?

The ‘Get Checked!’ campaign aimed to break free from traditional stereotypes and raise public awareness that lung cancer affects a diverse array of individuals – not just smokers. The campaign sought to spotlight key symptoms that warrant further investigation and empower patients to act, particularly to challenge primary care practitioners who may dismiss symptoms if the patient is not a current or ex-smoker. Underpinning the whole narrative was an important and hopeful message: better outcomes with early diagnosis.

How did we do it?

In collaboration with LuCE, our designers and communication specialists helped to develop an impactful social media campaign that used eye-catching real-life imagery provided by LuCE members. Using a mix of still graphics and animations, the posts presented thought-provoking questions such as ‘Think you know what someone living with lung cancer looks like?’ paired with striking X-ray images that revealed a lung cancer diagnosis in individuals not typically associated with the disease.

A clear call to action encouraged audiences to reconsider perceptions and explore the ‘Get Checked!’ website for further information, helping to foster deeper engagement with the charity and campaign.

Each post reflected the core message: ‘Anyone with lungs can get lung cancer. The earlier the disease is identified, the better the outcome. Don’t wait – Get Checked!’

The results

The campaign launched in November on LuCE’s campaign website, Instagram, Facebook, LinkedIn and X. Amiculum provided translatable assets to ensure effective rollouts in 15 LuCE member countries, maximizing the campaign’s reach and impact. To date, the campaign has generated a strong and positive response. People living with lung cancer have come forward as a result of the campaign to share their personal experiences, advocate for perception change and increase awareness that anyone with lungs can get lung cancer.

We were delighted to receive positive feedback from Anniina Hentinen, EU project manager at LuCE, who we collaborated with on the campaign. “A heartfelt thank you to the Amiculum team for their incredible support this year. The campaign has had an amazing start, with fantastic feedback and an impressive reach of 18 million on our Meta channels!”

What happens next?

As well as contributing to the campaign development, Amiculum provided wider consultancy services, including conducting a channel audit and providing recommendations for LuCE’s web and social media activities to increase engagement in 2025. If implemented, these changes will not only elevate the impact of next year's ‘Get Checked!’ campaign but also ensure growing awareness of the organization and lung cancer.