Lung cancer screening means nothing because self-care doesn't mean jack to Vietnamese men

75% lung cancer patients discover their cancer too late, because they didn't screen.
Thương Phổi is a program by AstraZeneca hoping to change that.

As senior copywriter, I worked with TBWA\Group Vietnam to craft a concept that would move more people to get their lungs screened earlier. We created a film, and later, an event with a massive turnout.