Lung cancer accounts for 22% of cancer deaths in the UK, but survival can top 80% if it is found early. As Lung Cancer Awareness Month began, Roy Castle Lung Cancer Foundation launched its I Love My Lungs national road show, and we built a broadcast PR campaign to get the tell-tale signs on air, such as a cough lasting longer than three weeks. A double Olympic gold medal rowing champion and a lung cancer clinical nurse specialist joined us for a radio day of interviews. The campaign secured 17 items of radio coverage reaching 4.3 million listeners, including BBC Radio Kent and BBC Radio Bristol.
17Items of coverage
4.3 millionCombined reach
1h 47mTime on air
The story
Roy Castle Lung Cancer Foundation, Lung Cancer Awareness Month
The aim
Roy Castle Lung Cancer Foundation wanted to raise awareness of the foundation and its I Love My Lungs road shows, and inform people about lung cancer.
The message
Lung cancer is the biggest cancer killer in the UK. Knowing the tell-tale signs, such as a cough lasting longer than three weeks, means people can be diagnosed and treated earlier.
The angle
As Lung Cancer Awareness Month began, the charity launched its I Love My Lungs national road show. Lung cancer accounts for 22% of cancer deaths in the UK, but survival can top 80% if it is found early.
On air
A double Olympic gold medal rowing champion and a lung cancer clinical nurse specialist
The result
17 items of coverage reaching 4.3 million, including BBC Radio Kent, BBC Radio Bristol.
About Lung Cancer Awareness Month
Lung Cancer Awareness Month is held every November to raise awareness of lung cancer risks, early symptoms and screening, and to support patients. In the UK it is marked by lung cancer charities including the Roy Castle Lung Cancer Foundation, which ran its This Is Lung Cancer campaign in 2025. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Lung Cancer Awareness Month for 2026?
Lung Cancer Awareness Month next runs from 1 to 30 November 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
