Marie Keating Foundation: The News

As part of their 'Big Check Up' campaign for Lung Cancer Awareness Month taking place throughout November, the Marie Keating Foundation has premiered a short-film, 'The News' during an event at the Stella Theatre, Dublin. The campaign aims to share that the good news about lung cancer, is that there is good news. Studies have shown that those most at risk are least likely to get checked, often because they fear 'bad news'. But early diagnosis and new treatments are improving survival and this campaign is highlighting this and encouraging action to ultimately save more lives through early diagnosis.
Agency: The Brill Building, Dublin

By creating a story of hope and cautious positivity, the team behind The Big Check Up believe they can counter the biggest barrier to bringing down lung cancer deaths – people’s own misconceptions. In Ireland, lung cancer is the leading cause of death with just 20% of people diagnosed with the disease surviving beyond five years, following a lung cancer diagnosis. However, the good news for patients is that many countries throughout Europe have improved the management of lung cancer through better risk reduction strategies, diagnosis and treatment. Created by The Brill Building team of ECD Roisin Keown with creative director Peter Snodden the integrated campaign with PR from Rep. Inc and partners will see the film supported by online video, radio, press and social content. With The Big Check Up, The Marie Keating Foundation aims to raise awareness, level the playing field and help improve survival rates of lung cancer in Ireland over the next decade and has called for further clarity from the National Cancer Control Programme about how lung cancer will benefit from the recent €20 million budget allocation. The charity has also outlined seven key areas of focus for investment so that more ‘Good News’ about lung cancer will become a reality for patients in the years to come. Directed by Brian O’Malley, ‘The News’ tells the story of Colm, who receives a lung cancer diagnosis on his lunch break from work. Fearing the worst and following his diagnosis, Colm makes a phone call in haste, thinking he has nothing left to lose. In his case, he burns all bridges with his boss. However, Colm’s story takes an unexpected turn when his doctor tells him ‘The good news’ about his early diagnosis and highlights the positive news about lung cancer to him.