November is International Lung Cancer Awareness Month — a global initiative aimed at raising awareness about the condition, educating people about lung cancer and its symptoms, promoting prevention, as well as supporting those affected. According to the International Agency for Research on Cancer, lung cancer is the most common type of cancer and the leading cause of cancer-related deaths worldwide. Around 2.5 million patients are affected globally, with 1.8 million losing their lives in 2022.
In Ireland, lung cancer is the 3rd most common type of cancer, yet it claims more lives than any other type of cancer. Although patient treatments have improved, a key to saving one’s life remains catching the disease in its early stages — and that starts with knowing the symptoms. However, a Marie Keating Foundation study (Empathy Research, 2023) concluded that only 29% of people say they can recognize the signs.
Early detection plays a crucial role in the fight against the disease, and raising public awareness about the symptoms is important in helping people spot the signs sooner. That’s why, Marie Keating Foundation — a leading cancer charity dedicated to early diagnosis and survivorship — directed this year’s International Lung Cancer Awareness Month efforts toward bringing to public notice the importance of knowing the early symptoms. Teaming up with The Brill Building, the non-profit organization launched a clothing and accessories line specially designed to mimic the symptoms of lung cancer.
Dubbed “The Breathless Collection,” the garment selection features a gilet, scarf, tote bag, shoes, and coffee keep-cup, each crafted to expose the hidden weight, restriction, and exhaustion patients may experience before being diagnosed. Aimed at simulating the physical sensations associated with early lung cancer symptoms, the project was developed with the help of medical experts and survivors. Supported by fashion stylist Cathy O’Connor and shot by renowned photographer Barry McCall, The Breathless Collection gives a tangible form to symptoms, cleverly spotlighting the early signs that people tend to overlook or attribute to everyday life or aging.
In addition to the creative help, the project is also supported by AstraZeneca, MSD, Pfizer, Regeneron, and Takeda. Deputy Catherine Ardagh took part in the campaign as well, wearing garment pieces from the collection. A long-time advocate for cancer awareness, her involvement in the campaign signals not only the urgency of early detection but also the responsibility of political leadership to drive meaningful change.
“Through my role in the Oireachtas, I am submitting a written Parliamentary Question to the Dáil calling for the introduction of a National Lung Cancer Screening Programme. We must act — early detection gives people a chance of better outcomes,” commented the deputy.
All month long, public figures, ambassadors, and members of the Oireachtas are invited to wear the collection pieces and experience the symptoms. Their reflections will then be shared on social media to help raise awareness and spark a national conversation on early detection and screening.
CREDITS
Brand: Marie Keating Foundation
Agency: The Brill Building
