Ramon Ariel De Los Santos 

Creative Director / Educator / Copywriter


Client: AdCouncil / American Lung Association
Role: Associate Creative Director - Copy
Agency: Hill Holliday

Little Black Book
The Drum
Safety + Health

Lung cancer is the #1 cancer killer in America. That’s because early stage lung cancer is asymptomatic, so most of people don’t even know they have it. But now we can detect lung cancer early with a routine screening. The low-dose CT scan.

Our mission was to create a message that would lift the stigma surrounding lung cancer, and empower former smokers to start screening and get saved by the scan.

We brought the idea to life with Academy Award nominated cinematographer Rodrigo Prieto. Who brought a unique filmic perspective and created a film that dramatizes the journey of a real former smoker; from the struggle of quitting to the ease of scanning.

What drew the Hill Holliday team and Rodrigo to this project was its importance. It’s not often we get to make advertising that saves lives. And as we spent months working on this project one thing became increasingly clear, this one was personal. We all know a friend or family member that was affected by this disease.

Along with the 30 second spot, we used the visual of a lung cancer survivor conquering a massive mountain of cigarettes. The campaign includes print, outdoor, digital and social executions.

So if you know someone that could be at risk tell them to take the quiz at SavedByThe Scan.org

Print / Outdoor

We also built a custom website where people can learn about the screening and take a lung cancer risk assessment quiz.

Behind the Scenes