Novartis dials up lung cancer ‘Sound Up’ campaign to push back against stigma
Stigma around lung cancer likely isn’t going away — the “you did it to yourself” critics continue no matter the statistics or circumstances presented. So instead Novartis is encouraging people with lung cancer to self-advocate and have meaningful conversations where it matters.
Its “Sound Up for Lung Cancer” campaign focuses on the power patients do have. In videos that center on patients’ voices, for instance, people talk about how they felt blamed or isolated after diagnosis and how they dealt with it. As one woman says, “Connecting with other people going through it and focusing on what’s important. That’s what helped me find my normal again.”
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