Coughing' bus shelter raises awareness of lung cancer

A ‘coughing’ bus shelter will target Scottish residents to raise awareness for the signs and symptoms of lung cancer.
The innovative campaign, created by Leith and planned by Carat Scotland and Posterscope as part of a wider Scottish Government programme, will run for a fortnight across two locations, Glasgow’s Buchanan Bus Station and The Sandgate in Ayr town Centre, on two special build poster sites, from out-of-home expert Primesight.
Passengers waiting at the bus shelter and Station will hear intermittent 30-second audio of a man coughing before a woman’s voice recommends visiting the GP if he, or anyone he knows, has been suffering from a cough for three or more weeks. The creative also includes an image of a man coughing with the strapline ‘Don’t get scared, get checked’ to further reinforce the important health message.
The bus shelter panels provide an opportunity to explain the potential significance of a cough to locals when they least expect it, while their central location and selection using Route audience targeting means the campaign will reach the maximum volume of its C2DE audience. Recent statistics have found that early diagnosis of lung cancer among Scots means they are almost 20 times more likely to experience a full recovery.
Martin McGinnis, Business Director at Primesight, said: “We are very proud to be part of this valuable campaign and the continued fight against cancer. While cases are on the decline, this campaign will increase people’s awareness of the crucial early signs – which are all-too-often overlooked as something more minor.”
Though there are now 1,300 more survivors of lung cancer a year in Scotland than 25 years ago, it remains one of the country’s most common forms of cancer. The Scottish Government’s broader Detect Cancer Early initiative, launched in February 2012, aims to improve survival for people with cancer by achieving early diagnosis.
Detection “crucial”
Dr Hugh Brown, NHS Ayrshire and Arran’s Primary Care Cancer Lead, welcomed the “great opportunity” provided by the shelter “to explain to people the potential significance of a cough when they’re least expecting it.”
He said: “One reason patients are often diagnosed late is that they are unaware of the symptoms of lung cancer.
“I hope this makes a huge impression and helps get the message across to people in Ayrshire that it’s important if you, or someone you know, has had a cough for three weeks or more, it’s time to get it checked out.
“It’s probably nothing to worry about, but it could be a sign of lung cancer.
“The disease can develop slowly over a number of years and often causes no pain. It is much more treatable than it used to be, but being switched on to the symptoms and acting quickly to have them checked by a GP are crucial – you won’t be wasting anyone’s time.”
Via: BBC News