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Lung Association Turns America Turquoise to Raise Awareness for Lung Cancer

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Organisation kicks off Turquoise Takeover Week with new PSAs from Hill Holiday and Lobo bringing hope to those eligible for a lung cancer screening

Lung Association Turns America Turquoise to Raise Awareness for Lung Cancer

This week, the American Lung Association’s LUNG FORCE initiative is celebrating Turquoise Takeover to raise awareness about lung cancer, the nation’s leading cancer killer. As a part of the important observance, the organisation, together with the Ad Council and creative agency Hill Holliday, released A Hope Story, a new public service announcement campaign to raise awareness of lifesaving lung cancer screening.  

LUNG FORCE’s annual Turquoise Takeover celebration (May 8-14th) unites America to raise critical awareness of lung cancer. Each year, the organisation turns the nation turquoise, the signature colour of LUNG FORCE, by illuminating buildings and landmarks across the US, encouraging the public to wear turquoise and post a selfie on social media, and by telling the stories of those impacted by lung cancer to raise awareness for the disease and save more lives. This year, the Lung Association is also turning social media platforms turquoise with custom squares to promote lung cancer awareness and action. Learn more about this campaign and join the effort at Facebook.com/LUNGFORCE

“While lung cancer remains the leading cause of cancer deaths among both women and men, there is hope. The five-year survival rate increased by a dramatic 33% in the past ten years. This is thanks, in part, to advancements in research and new treatments for the disease. Lung cancer screening is also a critical tool in our efforts to end lung cancer,” said American Lung Association president and CEO Harold Wimmer. “That’s why, for this year’s Turquoise Takeover celebration, we are focusing our efforts on educating Americans on this lifesaving screening through our impactful new public service announcement, A Hope Story.”

Lung cancer screening is key to early diagnosis, and early diagnosis saves lives. Unfortunately, less than 6% of those at high risk have been screened. Together with the Ad Council, the Lung Association released new creative called A Hope Story as a part of their ground breaking 'Saved By The Scan' campaign. Created pro bono by advertising agency Hill Holliday, this new work educates people who smoke and used to smoke about the low-dose CT scan that can detect lung cancer in the early stages, when the disease is more curable. The campaign directs viewers to SavedByTheScan.org to see if they are eligible to get screened. 

“Lung cancer can be overwhelming to think about. However, there’s hope for those at high risk to get screened on an annual basis to detect the disease early,” said Michelle Hillman, chief campaign development officer for the Ad Council. “If caught early, a lung cancer diagnosis means getting the medical help you need early on. We’re proud to partner with Hill Holliday and the American Lung Association to bring this work to life to inspire high-risk individuals to take the lung cancer screening eligibility quiz or talk to their doctors about getting screened."

Surveys show that the ‘Saved by the Scan’ campaign is making a difference. Prior to when the campaign first launched in 2017, only 26% of those eligible for lung cancer screening talked to their doctor about the scan and 18% of those people had been scanned. As of early this year, 33% of those eligible had talked to their doctor and 27% have gotten scanned. In addition, more than 750,000 Americans have taken the ‘Saved By The Scan’ screening eligibility quiz to learn if they could be at high risk for the disease.

“We are incredibly proud of our longstanding partnership with the American Lung Association and the Ad Council on the ‘Saved By The Scan’ campaign,” said Karen Kaplan, chair and CEO, Hill Holliday. “This work has literally saved lives, and I can’t imagine a better use of Hill Holliday’s creative and strategic expertise.”

During Turquoise Takeover, Americans can join a local or virtual LUNG FORCE Walk to show support for those living with lung cancer. Learn other ways to get involved with Turquoise Takeover at LUNGFORCE.org/TurquoiseTakeover

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Client: Ad Council / American Lung Association

Chief Creative Officer Icaro Doria

Group Creative Director: Guilherme Racz and Lucas Casão

Senior Copywriter: Ronen Goldfarb

Senior Art Director: Carmen Fenech

Associate Copywriter: Maggie Fuller

Business Affairs: Robert Wagner

Head of Production: Brian Gonsar

Associate Producer: Taryn Haughton

EVP, Account Director : Joanie Golden

SVP Account Director: Jamie Sundheim

Account Executive: Daniela Casas

Project Manager: Jessica Gardiner

Planner: Serena Fedor

Agency PR: Kate Ferris

Media Director Planning: Jeff Zannella

Associate Media Director-Strategy: Jill Schott

Animation House: Lobo

Executive Producer: Luis Ribeiro

Producer: Su Constantine

Director: Altons (Felipe Machado and Tiago Marcondes) / Mateus de Paula Santos

Head of Production: Clara Morelli

Head of Post Production: Marcelo Barbosa

Head of CG: Fabio Shigemura

Storyboard Artist: Erica Nagai

Concept Artists: Rômulo de Oliveira, Gabriel dos Anjos, Wilson Panassi, Samara Saráty, Yara Rocha, Alexey, Fabio Miraglia, Guilherme Lascasas, Giovani Kosoki

CG Coordination / CG Supervisor: Christiane Santos / Marcos Samia

Modeling: Tiago Mesquita, Guto Spósito, Marcos Smirkof, Maurício Machado, Natan Zuanacci, Natan Ernani, Fernando Azulini

Look Dev: Ricardo Riamonde, Renan Takeshita

Rigging: Rafael Dias Joy, Rafael Shiva, Murillo Barbelli, Felipe Gimenes, James Carmo

Animators: Michael Maron, Larissa Paz, Camila Silva, Ronaldo Brito, André Lorenzini, Leo Zitto, Karina Chung. Nicolas Taro, Fabio Pugliesi, Felipe Simões, Mendel Reis

2D VFX: Genoviz Pagani, Fernando Rangel, Robson Vilalba, Gabriel Bitar

Lighting & Render: Thiago Peretto

Colour Grading: Leticia Blanco

Composition & Roto: Leandro Pena | Gassan Abdouni

Music House: MAS – Music and Strategy

President: James Alvich

Original Music: Artist/Title

Executive Music Producer: Joey Reyes

Music Composer: Eric Hachikian

Sound Engineer: Steve Rosen at Sonic Union

Genres: Animation, Storytelling

Categories: Corporate, Social and PSAs, Health

Hill Holliday, Tue, 10 May 2022 16:29:33 GMT