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Boehringer's coughing beat box drives its message home

Throat hacking performance raises awareness of lung cancer symptom

Boehringer Ingelheim Beat Box Collective 

London Underground travellers were recently confronted by a human beat box, as part of a Lung Cancer Awareness Month campaign.

Jubilee Line commuters were treated to the sound of a 'coughing beat box', the result of a collaboration between Roy Castle Lung Cancer Foundation and Boehringer Ingelheim.

Its musical component was provided by the Beatbox Collective, which is made up some of the UK's top beatbox talent.

The throat hacking performance was intended to help raise awareness that a persistent cough is one of the main symptoms of lung cancer. It also encouraged people to visit their GP if they have a cough that won't go away.

Lorraine Dallas, director of information and support at Roy Castle Lung Cancer Foundation, said: “We want to make people aware that sometimes a cough is more than 'just a cough'.”

She added: “Working with the Beatbox Collective has allowed us to do something a bit different and, as a result, we hope that the performance will bring this message to new audiences and help improve UK survival rates.”

Late diagnosis has led to lung cancer having one of the lowest survival rates of any cancer in the UK. Over two-thirds of patients are diagnosed too late for curative treatment. The majority of lung cancer cases are diagnosed after it has spread, and the five-year survival rate for those with advanced forms of the disease is as low as 6%.

Duncan Cantor, director of communications at Boehringer Ingelheim UK and Ireland, said: “Sometimes a cough isn't just a cough. This is why Boehringer Ingelheim has worked with the Roy Castle Lung Cancer Foundation to create this innovative way to reach more people and help draw attention to the signs and symptoms of this dreadful disease and drive awareness of the importance of early diagnosis.”

Article by
Tara Craig

10th December 2015

From: Marketing

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