The physical and emotional stresses experienced by people diagnosed with or living with lung cancer are hard enough, but these challenges are often compounded by isolation - especially during the current pandemic crisis. A new national campaign from LVNG With Lung Cancer frames the situation in the most honest terms possible 'lung cancer sucks' but underscores the importance of community and support because 'today doesn’t have to.' 

The purpose of the campaign, created by creative agency Laughlin Constable, is awareness and growth of the LVNG With Lung Cancer community which connects people who have been diagnosed with lung cancer and their loved ones with support, advice, information and a sense of togetherness. 

'This Sucks' gives a glimpse into the daily struggles that come with a lung cancer diagnosis - a woman rises from bed still exhausted, a man pauses with a forkful of food realising he has no appetite. The spot juxtaposes muted and vibrant colour to represent the difficulties of coping with lung cancer with the hopeful message that life still happens and better days could be right around the corner.

“The inspiration for the work came from honesty. A lung cancer diagnosis sucks,” says Pat Laughlin, group creative director at Laughlin Constable, “But what makes it more manageable is being able to connect with others who have also been through it and can offer the perspective that there can be plenty of good times ahead. The lung cancer community needs our help and support since its persistent stigma makes it a particularly isolating disease.”

The work will appear on social and digital platforms.