It Started With - lung cancer symptoms campaign

The NHS South East London Cancer Alliance has launched the next burst of its 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 

Lung cancer can affect anyone, regardless of their smoking status. 

What do we mean by smoking status?

• Never-smoker: Someone who has smoked fewer than 100 cigarettes in their lifetime.

• Non-smoker: Someone who does not currently smoke. This can include people who have never smoked and people who have stopped smoking.

• Smoker: Someone who currently smokes.

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

Campaign details 

The campaign will run throughout November 2026 across South East London, with advertising on Meta (Facebook & Instagram), bus shelters, and TfL underground stations.

Real Stories Behind the Campaign

Featuring in the campaign are Julia, Monia and Shaun, who have 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                           Shaun’s story - listen here                    Monia's story - listen here

Encouraging Early Action 

The 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.