Lung Cancer Campaigns

Making Moments Matter Campaign 2019

Making Moments Matter: Irish lung cancer patients and families affected by this cancer share the moments that matter most to them

More than 2,700 Irish people every year receive the devastating news of a lung cancer diagnosis. While lung cancer remains the biggest cancer killer in Ireland, early diagnosis and medical advances can be critical to ensuring patients gain precious extra time.

  • The Marie Keating Foundation campaign was launched in Dublin to coincide with Lung Cancer Awareness Month, November 2019
  • Hope exists for patients despite poor survival rates and increasing prevalence rate

Last year alone, 2,749 people were diagnosed with Lung Cancer, a disease which kills more people than colorectal cancer and breast cancer combined [II].

Lung cancer is currently the biggest cancer killer in Ireland, with rates of lung cancer set to more than double in the next 20 years. The National Cancer Registry in Ireland has predicted that lung cancer rates among women will increase by as much as 136% by 2040[viii].

Making Moments Matter is an important campaign, which hopes to highlight just how significant ‘extra time’ is in the lives of patients and survivors of lung cancer when combating the odds and the poor survival rates associated with this disease.

Only 20% of people will be alive five years after a lung cancer diagnosis.

However, there is hope for Irish lung cancer patients. This is highlighted within the stories on display at the Temple Bar Gallery as part of the Making Moments Matter campaign. When patients are given extra time as a direct result of early intervention, diagnosis and treatment, they can collect and enjoy more moments and memories with their families and loved ones. Equally, sharing memories of loved ones lost to lung cancer helps raise awareness of the impact lung cancer can have when only caught at late stage, focussing on the importance of early detection and increasing symptom awareness. 

The 'Making Moments Matter' Stories

‘Making Moments Matter’ sees patients and families from all over the country tell the stories of significant moments in their lives since being diagnosed with lung cancer or losing a loved one. Working closely together with artist Steven Farrell, each patient crafted their own ‘memento jar’ to help tell their personal story, contributing tokens that illustrate the preciousness of these extra moments, and how much they mattered to them and their loved ones. Read the stories of the participants who created jars for the campaign below. 

Kindly supported by

I Am Lung Cancer 2018

The I Am Lung Cancer campaign was launched to challenge negative stereotypes and perceptions around lung cancer and increase awareness of its early signs and symptoms.

Shocking new research has been released to mark the beginning of International Lung Cancer Awareness Month, which reveals;

lung cancer infographic

Our I Am Lung Cancer campaign, aims to challenge these negative perceptions around the disease and to humanise the disease by showcasing the range of people it affects. Learn about our ambassadors who have been affected by lung cancer.

Listen To Your Lungs 2017

To coincide with International Lung Cancer Awareness Month, the Marie Keating Foundation has launched a ‘Listen To Your Lungs’ awareness campaign to alert people in Ireland about the risk of lung cancer if they have a persistent cough for more than three weeks. Approximately 2,300 Irish people are diagnosed with lung cancer every year. It is the fourth most common cancer in Ireland, after prostate, breast and colorectal, however more people die from lung cancer in Ireland than any other type of cancer.

To help combat the high levels of lung cancer in Ireland, the Marie Keating Foundation is launching a new ‘Listen To Your Lungs’ campaign which will include a radio advertisement, a video, updated website content, an outdoor advertising campaign and social media promotion of the key campaign messages. An innovative feature of the outdoor advertising campaign is a ‘coughing’ bill-board located at Macken Street in Dublin which should grab the attention of passers-by as they hear a coughing sound. This repeated coughing sound in combination with the poster image highlights in a novel way the message that a persistent cough could be a sign of lung cancer.

The Listen To Your Lung Campaign will encourage people to visit their Doctor if they have been suffering from a cough for three or more weeks, especially if this is combined with other symptoms such as breathlessness, fatigue or ongoing chest infections. The campaign also features an awareness video and radio ad with lung cancer survivor, Tony Walsh, which can be viewed on

Tony Walsh was diagnosed with Lung Cancer in December, 2014, after he presented  to his Doctor with a persistent cough and chest infection. Tony Walsh, Lung Cancer survivor, said: “I am one of the lucky ones, I have come out the other side. I’ve had intensive treatment and my right lung was removed. It has been a long road to recovery and it could have been a very different story. I know how scary it is going to Doctor with these concerns, especially if you are a smoker. You never want to hear those words. But early detection is crucial and it could save your life. My lung cancer was caught early because I listened to my lungs.”

Dr. Anne Marie Baird, lung cancer researcher and patient advocate at St James Hospital and at Trinity College Dublin, says  “I am delighted to see a campaign being launched in Ireland

during International Lung Cancer Awareness Month. Lung cancer incidence, survival and mortality rates are alarming in Ireland with more people dying from lung cancer every year than any other cancer type. The aim of this campaign is to educate people about a persistent cough and other symptoms associated with lung cancer, therefore encouraging people to get checked and hopefully detecting lung cancer at an earlier stage.”

Liz Yeates, CEO at the Marie Keating Foundations, said: “This is the first time the Marie Keating Foundation has hosted a multi-faceted awareness campaign about lung cancer, which is the biggest cancer killer worldwide, causing more deaths than breast and prostate cancer put together all over the world. This campaign will increase people’s awareness in Ireland of the crucial early signs – which are all too often overlooked as something minor. We ignore a lot of things in life, a persistent cough shouldn’t be one of them. A cough of three weeks or more could be innocent but it could be a sign of lung cancer, so we urge people to get seen by your GP. Listen to your lungs.”

The ‘Listen To Your Lungs’ Lung Cancer Awareness  campaign was brought to you by the Marie Keating Foundation with the kind support of MSD and  Roche Products (Ireland) Limited.


Lung Cancer Resources

Read a copy of our lung cancer information leaflet here

To download a copy of our lung cancer infographic, click here