Lung cancer screening: an emerging cancer control issue presents opportunities for an awareness campaign in rural Michigan.

Lung cancer is the leading cause of cancer deaths in the United States representing about 25% of all cancer deaths. The risk from smoking has increased over time with racial/ethnic minorities and disadvantaged populations having higher smoking rates and experiencing greater burden of lung cancer compared to other populations. Rural populations, in particular, experience higher rates of tobacco usage associated with increased incidence of lung cancer. National efforts to identify lung cancer in its early stage would greatly benefit high-risk populations, consequently reducing advanced cancers and potentially decreasing smoking rates. In 2013, lung cancer screening with low-dose computed tomography was recommended by the US Preventive Services Task Force for early detection of lung cancer. These guidelines were developed after the results of the National Lung Screening Trial. The National Lung Screening Trial study showed a 20% reduction in deaths of participants who were current or former heavy smokers who were screened with low-dose computed tomography versus those screened by chest X-ray. In response to this evidence and using state lung cancer burden data and local smoking rates as a guide, Michigan implemented a lung cancer screening awareness campaign in the rural northern, lower peninsula. Awareness of lung cancer screening was increased through the use of a variety of media including gas station/convenience store small media, digital media, radio broadcast media, and the use and marketing of a website that provided lung cancer screening information and resources.