SOCIETY

The organization presents for the first time in Europe, starting from Greece, the international awareness campaign "Ask the Right Question" for lung cancer, an innovative intervention regarding lung cancer information and removing the stigma towards the patient, as cancer is often exclusively associated with smoking.

FairLife L.C.C.'s "Ask the Right Question" campaign aims to debunk the myth that lung cancer is exclusively a smoker's disease. The lack of information about the various causes and the possibility of non-smokers contracting it can have unpleasant consequences. Non-smokers might ignore the symptoms, and even healthcare providers often dismiss lung cancer as a potential cause, causing the patient to lose valuable treatment time. On the other hand, chronic smokers, due to stigma and guilt, delay visiting the doctor, fearing the judgment that "they brought it on themselves." The blame and shame accompanying the diagnosis add an emotional burden to an already overwhelming situation.

Educating citizens is key to eliminating the unfair barrier and burden created by the stigma of lung cancer for those affected. The campaign and its complementary actions aim to change the public discourse on the issue, focusing on recognizing smoking as an addiction, destigmatizing smokers concerning the disease, and providing information and awareness about lung cancer. Specifically, the campaign consists of the following actions:

Creation of Websit “Ask the right question” in both engilsh and greek language. The website presents all aspects of the program with an emphasis on stigma reduction, overcoming prejudices, and encouraging asking the right questions. Environmental pollution, exposure to toxic substances, and family history are some causes of the disease. Asking the right questions involves discussing symptoms of lung cancer that should not be ignored or misinterpreted, methods to quit smoking addiction, pre-symptomatic and molecular testing, and targeted therapies and clinical studies.
Creation of eight (8) video stories featuring patients and caregivers. Through these personal stories, the goal is to highlight the consequences of stigma on the psychology of both the patient and their caregivers, the need to overcome prejudices, and the importance of psychological support and empowerment for them.

Preparation of a Action Guide Report to change the perception of lung cancer in Greece. The Action Guide Report, available on the website, aims to contribute to public dialogue by posing a series of pertinent questions regarding stigma and lung cancer. It highlights challenges and proposes solutions for addressing them. Key areas include prevention, pre-symptomatic screening, molecular testing, clinical studies, and targeted innovative therapies. Additionally, it emphasizes the need to improve access to mental health services and social support, and integrate palliative care for end-stage patients into healthcare services. The Action Guide Report aims to assist decision-makers in framing a framework for stigma reduction and designing policies and strategies for more effective and timely diagnosis and treatment.

Extensive promotion and communication across FairLife L.C.C.'s communication channels (Facebook, instagram, twitter, tik-tok, website FairLife L.C.C.)

Online webinar on the socio-economic implications of stigma. Organized on Tuesday, June 13, 2023, with participation from all volunteers involved in the campaign and 19 scientists who highlighted the psychosocial impacts of stigma. They emphasized the need for a change in mindset and approach towards smokers regarding lung cancer, their addiction, and psychological support.

Alongside social media channels and presentations/events by FairLife L.C.C. supporting this campaign initiative, President Korina Patel Bell, members of the Board of Directors, and Brand Ambassadors participate in scientific conferences, seminars, and other activities organized by similar organizations and NGOs for the promotion of the stigma campaign.

The innovation of the program is recognized in several aspects:

In its new approach to lung cancer in relation to smoking, not just as a causal factor of the disease, but as a social stigma that burdens the patient.
In promoting a comprehensive understanding of smokers.
In the patient-centered and participatory creation of the campaign by patients, caregivers, doctors, and psychologists.
In using social media as a primary tool to promote the campaign, connect participants, and raise awareness among the general public.
In focusing on social and psychological issues related to stigma to change prevailing perceptions.

The campaign was supported by the Lung Ambition Alliance - Astra Zeneca and the companies Roche, MSD and PHARMASERV LILLY