Understanding the stigma of lung cancer

Although lung cancer is the leading cause of cancer death, it does not have the advocacy base that other diseases have. A reason for this may an overarching attitude toward lung cancer, often a “blame-the-victim” mentality due to the link between it and smoking. This leads to challenges in communication, education, and research funding efforts.

As part of its mission to promote lung health, the American Lung Association (ALA) conducted research to address this stigma. The projects consisted of a survey, multiple focus groups, and fourteen stakeholder interviews aimed at understanding the scope of the issue. This included the public’s knowledge, attitudes, underlying motivations, perceptions, and experiences with the issue.

Data suggests many factors contribute to the “invisibility” of lung cancer. Over 70% of survey respondents said they hadn't seen any recent lung cancer communications. Focus groups revealed that stigmatization was further reinforced by the hopelessness associated with the disease. Research indicated messages that present new, fact-based information and encourage involvement are the most impactful.

Additionally, 75% of those interviewed felt messages that focus on smoking status reinforced stigma. The majority negatively viewed “Stop the stigma” campaigns and believed it increased stigmatization. Messages on personal stories and facts rather than smoking status were considered more effective.

Stigma and lung cancer is a complicated and misunderstood issue that demands a multifaceted response. This research clarifies points that help the ALA and the lung cancer community begin to frame their messaging in a way that helps to reduce the lung cancer stigma.