The NHS South East London Cancer Alliance (SELCA) has launched its new campaign, “It Started With,” to raise awareness of the symptoms of lung cancer and encourage people experiencing potential symptoms to speak to their GP practice.
Lung cancer is the third most common cancer in the UK, and while everyone will experience symptoms differently, detecting the condition early means treatment can be more effective.
The campaign aims to help people recognise the common symptoms and take action early.
Know the Symptoms
The most common symptoms of lung cancer are:
- having a new cough, a cough most of the time or a change in cough
- getting out of breath doing the things you used to do without a problem
- a hoarse voice
- coughing up phlegm (sputum) with blood in it
- having an ache or pain in the chest, back or shoulder
- chest infections that keep coming back or a chest infection that doesn't get better
- losing your appetite
- feeling tired all the time (fatigue)
- losing weight without trying to
The campaign will be seen across South East London with advertising on Meta (Facebook & Instagram), bus shelters, and TfL underground stations.
The lung cancer awareness campaign will be live throughout November 2025.
Real Stories Behind the Campaign
Featuring in the campaign are Julia and Shaun, who have both experienced lung cancer. Their stories highlight that lung cancer symptoms can vary widely, hence why it’s important to pay attention to early symptoms and seek medical advice promptly.
Julia’s story - listen here or read below.
“I was never a heavy smoker - more of a social smoker but in 2016 I was diagnosed with lung cancer at the age of 45. The first question I asked was is it because I smoked, and was I told I have a non-smoking cancer, I was just unlucky.
“Before my diagnosis, I had an irritable cough and shoulder pain. After two rounds of antibiotics my GP sent me for an x-ray. This revealed a slight infection – so I was prescribed more antibiotics. Unfortunately, the antibiotics didn’t help and one evening, my husband called an ambulance as I felt a huge weight on my chest.
“I was admitted to the intensive care unit at Guy’s Hospital with pneumonia for 8 days. I did a sputum test whilst I was there, and after my release the hospital called as the sputum test picked up an abnormality. I was called back to Guy’s to have a CT guided lung biopsy - which revealed I had stage 4 lung cancer in both my lungs.
“I have a rare cancer that is in the individual cells of the lung and not a solid tumour so looks like infection. I was diagnosed with the ROS1 mutation 2 years later.
“The care I have received at Guy’s has been second to none. I initially went on a drug trial then later moved to a drug called crizotinib for 5 years. In 2024, after 5 years of treatment with crizotinib, the cancer spread to my brain.
“As crizotinib doesn't penetrate the brain barrier well, my oncologist appealed on compassionate grounds to Pfizer for a drug called lorlatinib, as it’s not currently available on the NHS for ROS1 patients. This appeal was granted and I am still currently taking this and there is currently no evidence of the disease.”
Shaun’s story - listen here or read below.
"I am a never-smoker and was diagnosed with ALK+ lung cancer in January 2022, at the age 51.
“I was fit and active for my age (and still am) - running once or twice per week. Being an accountant by profession, there was nothing in my working life that gave rise to any lung cancer risk factors.
“As is common with those of us who get diagnosed with oncogene-driven lung cancers, like ALK+, the symptoms were non-specific and the diagnosis process was convoluted.
“Before my diagnosis I experienced shoulder blade pain, abdominal pain and towards the end, severe coughing, reduced appetite, difficulty eating/drinking, and weight loss.
“I was first seen by a physiotherapist in September 2021 for a very severe (but brief) shooting pain in right shoulder-blade. The physio suspected that it might be shingles and suggested that I speak to my GP, who I visited shortly after.
“After arranging for blood and urine tests, my GP referred me to Guy’s Hospital for a shoulder x-ray. In November 2021, I was told that the x-ray and tests revealed nothing seriously wrong and was returned to the care of my GP.
“However, my condition continued to deteriorate, and my GP immediately sent me back to Guy’s for further tests. In December 2021, I had an ultrasound scan of my abdomen and subsequently CT and MRI scans, which revealed that secondary cancer had been found along my spine, within my liver and a little later in my brain. The doctor explained that they needed to carry out further tests to understand the primary cancer (original site where cancer cells first start to grow).
“Following further tests on fluid taken from a swollen lymph node, it was confirmed in January 2022 that the primary cancer was lung cancer.
“Shortly after, I started 5 daily radiotherapy sessions to a lesion that was pressing dangerously into my spinal cord and had the potential to paralyse me. I assumed that I would be getting chemo but was told that, due to the ALK+ mutation, a daily targeted therapy drug would be preferable. I had never previously heard of such drugs for cancer treatment and was prescribed one called Brigatinib. This made me feel much better within days with scans in the following months showing the tumours had shrunk very significantly. I now live a near-normal life, taking a daily tablet and getting follow-up scans every few months.”
Encouraging Early Action
This campaign seeks to remind people that early detection saves lives. If you notice any of the symptoms listed above — even if you think they’re minor or unrelated — don’t wait. Speak to your GP practice as soon as possible.
Zara Gross, Senior Programme Lead for Early Diagnosis at the NHS South East London Cancer Alliance, said: “Early diagnosis saves lives. Through our ‘It Started With’ campaign, we want to empower people to recognise the symptoms of lung cancer and act quickly by speaking to their GP.
“It is important to pay attention to subtle or persistent changes in your health – like a persistent cough or feeling more tired – and get checked.
“By sharing the experiences of patients like Julia and Shaun, we hope to challenge misconceptions about lung cancer, and encourage others to act promptly when symptoms appear.”
Additional information and resources
For patients
- The Everybreath support group holds regular virtual and face-to-face meetings to support those living on south London who are affected by lung cancer. To find out more about the support group and how to join a meeting, visit: https://everybreath.org.uk/
- NHS lung cancer screening is currently being offered to people living in Southwark, Greenwich, Lambeth and Lewisham who are between the ages of 55 to 74 and have ever smoked, as they are at greater risk of lung cancer. If you're eligible, you'll get a letter or phone call from your GP or a local NHS service inviting you to contact our booking team to arrange an appointment. Find out more: sel-lunghealthcheck.nhs.uk
For healthcare professionals
- We have developed an online education resource to support primary care professionals to identify patients who require an urgent suspected cancer referral. The resource includes a bitesize module on lung cancer which can be completed in 10 minutes and provides guidance regarding diagnostic tests, including information on local urgent direct access diagnostic pathways, and enables professionals to refer patients with confidence.
- Lung cancer charities including the Ruth Strauss Foundation, EGFR Positive UK and ALK Positive also have resources to support GPs, pharmacists and physiotherapists, to identify potential lung cancer patient who have never smoked.