Read time: 6 minutes.
“Even when the diagnosis is hard to accept, there is hope.”
This message resonates deeply with women across the world who are courageously speaking out about their lung cancer journeys—their voices amplified by the recently launched #HearHer campaign.
Initiated by Narjust Florez, MD, a medical thoracic oncologist at Dana-Farber Cancer Institute, and her research assistant Angela Morabito, #HearHer (also known as #Escúchala) aims to shed light on the delayed lung cancer diagnoses women often face. Through social media and community engagement, the campaign raises awareness while also creating a vital space for women to share their experiences, advocate for themselves, and be heard.
Lung Cancer in Women
Globally, lung cancer is recognized as the leading cause of cancer deaths in both men and women.1 However, the last few years have seen dramatic shifts disproportionately affecting women. As of 2021, lung cancer rates among women 65 and younger exceeded that of men,2 while recent 2025 cancer statistics confirm that lung cancer remains the number one cause of cancer-related mortality in women,2 taking more lives than breast, ovarian, and cervical cancers combined.3
Despite lung cancer’s long-standing association with tobacco usage—comprising 80% of lung cancer deaths4—we know that up to 20% of individuals develop lung cancer without a prior history of tobacco use.5
A study of 129,309 lung cancer cases across seven states (Alaska, Colorado, Florida, Idaho, Louisiana, North Carolina, and Rhode Island) found that 16,149 individuals had no tobacco use history.6 Among women, 15.7% developed lung cancer with no history of tobacco use, comparably higher than 9.6% for men.6 Similarly, a nationwide analysis of lung cancer incidence from 1995 to 2014 found that 15% of all lung cancer cases in women were linked to factors other than tobacco use.7
Lung cancer unrelated to tobacco usage can be caused by various environmental exposures including air pollution, radon, asbestos, and secondhand smoke.8 For women, prolonged exposure to cooking fumes can play a significant factor as they are more likely to assume societal roles involving cooking duties, often exposing them to open flames and smoke.8,9
Regardless of the clear rise of lung cancer in women, especially among those with no history of tobacco use, there continues to be a lack of awareness within the medical community of this growing trend and the disproportionate barriers women face, impeding a timely diagnosis.
A significant barrier to diagnosis for women is the lack of sex-specific lung cancer screening guidelines, especially for women under 50 years old who do not use tobacco. Current guidelines recommend yearly lung cancer screening only for individuals who are 50 or older with significant tobacco usage—20 pack-years or greater.10
A study analyzing race and sex differences in patient-provider discussions surrounding lung cancer screening found that women patients were 32% less likely than men to be talked to about available screening measures and also 32% less likely to be aware that a test was available.11 Perceived stigma surrounding lung cancer can act as a barrier to timely diagnosis,12 particularly for women.9
The combination of insufficient screening discussions, the general lack of awareness of lung cancer in women, and stigma surrounding lung cancer can result in significant diagnostic delays. Consequentially, women are often diagnosed at later stages, which leads to limited treatment options and poorer health outcomes for these patients.
The Launch of the #HearHer Campaign
The #HearHer campaign, launched in November 2024 during Lung Cancer Awareness Month, aims to spotlight the delays women face in lung cancer diagnosis while creating a platform to amplify their stories. Central to the campaign kickoff were informational cards and distinctive butterfly and rose lung pins, which were distributed to 500 healthcare providers, patients, and advocates within the lung cancer community in November.
These cards featured key information about lung cancer in women and included Florez Lab’s social media details, encouraging participants to share a photo with their pin and use the hashtag #HearHer. Taking medical social media circles by storm, the campaign rapidly expanded, joining with prominent patient advocacy organizations including the EGFR Resisters, Young Lung Cancer Initiative, and ALK Positive, to amplify the message.
Campaign Takeaways: Building Connection Through Social Media
The rapid success of the #HearHer campaign was largely driven through social media, allowing for #HearHer’s reach to be global. As the campaign continued beyond Lung Cancer Awareness Month, it sparked various conversations about awareness, support, and advocacy. A multitude of members within the lung cancer community, patients and healthcare providers alike, eagerly participated by posting photos and creating videos surrounding #HearHer and their personal lung cancer experiences. It fostered the creation of the “Together We Breathe” question series by the Florez Lab.
Through the #HearHer campaign and "Together We Breathe” series, the Florez Lab built a supportive community for women to connect over their shared experience and offer emotional support. Messages from participants included:
- "You can do everything right and still be diagnosed with lung cancer."
- "Anyone with lungs can get lung cancer—stop the stigma."
- "Be sure to have biomarker testing done."
- "Even when the diagnosis is hard to accept, there is hope."
Social media has been a powerful driver in the success of the #HearHer campaign. With over 1,300 pins distributed worldwide, it has encouraged the making of a supportive online community, increased accessibility to medical information, and created a space for both patients and providers to share their perspectives on care.
This dynamic exchange has not only connected individuals but also educated the medical community and general population about the real-life impact of lung cancer in women. By amplifying their voices, the campaign brought attention to the unique challenges and delays women face in diagnosis, sparking vital conversations and advancing awareness.
If you want to take part in the #HearHer campaign, contact the Florez Lab to receive your pin. You can reach them through their social media channels: X (@Florez_Lab), Instagram (@florezlab), or Bluesky (@florezlab.bsky.social). Feel free to join the conversation and post about your experience with lung cancer, and don’t forget to use the hashtag #HearHer.
References
1. American Lung Association. Lung Cancer Key Findings 2024. Available at: www.lung.org/research/state-of-lung-cancer/key-findings.
2. American Cancer Society. Cancer Incidence Rate for Women Under 50 Rises Above Men's 2025. Available at: www.cancer.org/research/acs-research-news/cancer-incidence-rate-for-women-under-50-rises-above-mens.html.
3. Lung Cancer Research Foundation. Women and Lung Cancer 2024. Available at: www.lungcancerresearchfoundation.org/for-patients/free-educational-materials/lung-cancer-facts/women-and-lc/.
4. Centers for Disease Control and Prevention. Lung Cancer Risk Factors. Available at: www.cdc.gov/lung-cancer/risk-factors/index.html.
5. Zhang T, Joubert P, Ansari-Pour N, et al. Genomic and evolutionary classification of lung cancer in never smokers. Nature Genet. 2021;53: 1348–1359. doi.org/10.1038/s41588-021-00920-0.
6. Siegel DA, Fedewa SA, Henley SJ, et al. Proportion of never smokers among men and women with lung cancer in 7 US states. JAMA Oncol. 2021;7(2):302-304. doi.org/10.1001/jamaoncol.2020.6362.
7. Jemal A, Miller KD, Ma J, et al. Higher lung cancer incidence in young women than young men in the United States. N Engl J Med. 2018;378(21):1999-2009. doi.org/10.1056/NEJMoa1715907
8. Dubin S, Griffin D. Lung cancer in non-smokers. Mo Med. 2020;117(4):375-379. PMID: 32848276.
9. Florez N, Kiel L, Riano I, et al. Lung cancer in women: the past, present, and future. Clin Lung Cancer. 2024;25(1):1-8. doi.org/10.1016/j.cllc.2023.10.007.
10. McDowell S. New Lung Cancer Screening Guideline Increases Eligibility. American Cancer Society; 2023. Available at: www.cancer.org/research/acs-research-news/new-lung-cancer-screening-guidelines-urge-more-to-get-ldct.html.
11. Warner ET, Lathan CS. Race and sex differences in patient provider communication and awareness of lung cancer screening in the health information National Trends Survey, 2013–2017. Prev Med. 2019;124:84-90. doi.org/10.1016/j.ypmed.2019.05.001
12. Carter-Harris L. Lung cancer stigma as a barrier to medical help-seeking behavior: practice implications. J Am Assoc Nurse Pract. 2015;27(5):240-245. doi.org/10.1002/2327-6924.12227