See Through the Symptoms is an awareness campaign focused on improving early diagnosis of lung cancer in people who don’t fit the usual profile. It’s part of All You Need Is Lungs, a UK-wide collaboration between ALK Positive UK, EGFR Positive UK, and the Ruth Strauss Foundation.
The campaign is designed for healthcare professionals, particularly in primary care. It encourages GPs, pharmacists, and other clinicians to consider lung cancer - even in younger patients or those with no smoking history.
People with lung cancer who don’t smoke are often diagnosed late because symptoms are overlooked or misattributed. Earlier recognition and referral can make a critical difference to outcomes.

Early lung cancer diagnosis saves lives.

The campaign has been featured in national media including ITV and The Guardian as well as key sector publications such as Pharma Times, Pulse, and Cancer Nursing Practice. It has also been shared by NHS organisations, policymakers, and frontline GPs.
The campaign was developed by three UK charities with input from people directly affected by lung cancer. It launched with a photographic series by Rankin, helping to challenge assumptions about who lung cancer affects.
This is a charity-led awareness campaign. Some activities have been supported by industry grants, but the charities maintain full control of content, messaging, and priorities.

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