Instead of scare tactics, accessibility tactics

The problem: After years of using scare tactics of all kinds, people still didn't proactively check themselves into lung cancer screening, making lung cancer the 2nd highest cause of death in Vietnam.

The solution: Focus more on accessibility - we make it easier for people to sign up, and even get their screenings on-site, all with a more accessible message: "Thương Phổi" (Feel For Your Lungs). The campaign was designed to raise awareness of the stat: "75% lung cancer patients would have had a much better chance at life if they'd screened earlier"