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BMS recruits Jack Huston for European Lung cancer campaign

TheBoardwalk Empire actor will work with the firm on an awareness drive
BMS Jack Huston

Bristol-Myers Squibb has signed up television star Jack Huston to launch its new European lung cancer awareness campaign.

Huston, a member of the famous Hollywood dynasty, is best known for his performance in HBO's Boardwalk Empire series. 

Bristol-Myers Squibb will also partner with patient advocacy group LuCE (Lung Cancer Europe) for The Next Lung Cancer A.C.T. campaign, which kicked off at the European Cancer Congress 2015, in Vienna last month.

It aims to educate the public about the signs, symptoms and risk factors of lung cancer and raise the disease's traditionally low awareness rates in Europe is low.

The message of The Next Lung Cancer A.C.T. campaign is to challenge people in Europe to be Aware, get Checked and Talk to their doctor about lung cancer.

The launch event included the results of a survey in European countries exposing the public's lack of understanding and knowledge about lung cancer, and a short film featuring personal stories from lung cancer patients and family members.

Huston told the event's audience: “Like many Europeans, I know first-hand the devastating impact cancer can have on a family. I've joined The Next Lung Cancer A.C.T. in hopes of encouraging others to be mindful of the risk factors and symptoms of lung cancer and the importance of taking action now.”

Lung cancer is the number one cancer killer in Europe, with around 353,000 deaths each year - more than breast cancer, colorectal and prostate cancers combined.

A new survey of more than 8,200 people in nine European countries (Austria, Denmark, Germany, Great Britain, Italy, Netherlands, Spain, Switzerland and Turkey) showed that lung cancer knowledge is very low.

The survey, conducted by TNS between July 30 and August 7, 2015, also found that nearly six in 10 respondents (57%) said that they are not knowledgeable about the disease, one in five (20%) could not identify the symptoms, and one in 10 (10%) do not know the risk factors.

Article by
Tara Craig

8th October 2015

From: Marketing



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