For International Lung Cancer Awareness Month, the Marie Keating Foundation Launches “The Breathless Collection” to Highlight Early Symptoms of Lung Cancer

With 2,740 diagnosed and 1,900 lives lost each year in Ireland, the charity launches provocative, fashion-led awareness innovation which urges: “Don’t wear the symptoms of lung cancer. Get it checked.”

Campaign supported by Deputy Catherine Ardagh, Spokesperson on Social Protection and member of the Oireachtas; and Dr Martin Barr, Clinical Scientist & Clinical Senior Lecturer, Thoracic Oncology Research Group, Trinity St James’s Cancer Institute; and Irish rugby legend Shane Byrne and World Snooker Champion Ken Doherty 

Only 29% of people say they feel well informed around the signs and symptoms of lung cancer (Empathy, 2023)

Dublin, November 6^th 2025 — This International Lung Cancer Awareness Month, the Marie Keating Foundation unveils its most powerful and thought-provoking initiative yet — The Breathless Collection — a capsule collection of clothes and accessories designed to replicate the early symptoms of lung cancer. The leading cancer charity focused on early diagnosis and survivorship hopes the provocative education-based approach will encourage people not to ignore warning signs such as breathlessness, fatigue, or a persistent cough or a change in cough lasting more than three weeks.

Lung cancer still takes more lives in Ireland than any other cancer, across both men and women. While advances such as immunotherapy and personalised treatments are improving outcomes, early detection remains the key to saving lives. The five-year net survival rate for lung cancer in Ireland is just 24%, and while this has been slowly improving in recent years thanks to new treatments, awareness of symptoms remains worryingly low. Only 29% of people say they feel confident recognising the symptoms of lung cancer, according to research carried out by the Marie Keating Foundation (Empathy Research, 2023) — underlining the urgent need to help people spot the signs earlier and seek medical advice sooner.

The Breathless Collection features a series of bespoke garments and accessories — including a gilet, scarf, tote bag, shoes and coffee keep-cup — each designed to physically replicate the hidden weight, restriction and exhaustion that people with lung cancer may experience before diagnosis.

Weighted fabrics and shoes as well as constrictive tailoring mirror symptoms too often dismissed as part of ‘normal life’. Designed in collaboration with medical experts and lung cancer survivors with the support of fashion stylist Cathy O’Connor and shot by renowned photographer Barry McCall, the collection transforms clinical symptoms into a tangible physical experience — to draw attention to symptoms that can too easily be dismissed by patients or their loved ones as the toll of everyday life or aging.

The Marie Keating Foundation has consistently invested in innovation to build symptom awareness with the public through its award-winning Big Check Up campaigns — including Ireland’s first poster to catch lung cancer with messaging that only revealed itself when someone coughed, and the innovative “Filter Out Lung Cancer” Snapchat AR lens. This year’s initiative, which is supported by AstraZeneca, MSD, Pfizer, Regeneron and Takeda, takes a bold new approach to bring symptoms of lung cancer to life through fashion, creativity and storytelling.

“People often don’t realise that symptoms like breathlessness,  unexplained fatigue, a pain or ache in the chest or shoulder; a persistent or change in cough lasting longer than three weeks can be early signs of lung cancer,” said Helen Forristal, Director of Nursing Services at the Marie Keating Foundation.

“When lung cancer is detected early, outcomes improve dramatically — yet most cases in Ireland are still diagnosed at a late stage. Don’t wear the symptoms of lung cancer. Get it checked.”

As part of the campaign, Deputy Catherine Ardagh, a long-time advocate for cancer awareness, took part by wearing pieces from The Breathless Collection. Her participation highlights both the urgency of early detection and the importance of political leadership in delivering change.

“By the end of the day, I could feel the literal weight of what this campaign represents,” said Deputy Catherine Ardagh.

“It powerfully captures the daily struggle people face when living with undiagnosed lung cancer. Through my role in the Oireachtas, I am submitting a written Parliamentary Question to the Dáil calling for the introduction of a National Lung Cancer Screening Programme. We must act — early detection gives people a chance of better outcomes.”

Adding his voice to the campaign, Irish rugby legend Shane Byrne will also wear items from The Breathless Collection to experience and share the physical impact of the symptoms being represented.

“As someone who’s seen the impact cancer can have on families and communities, I’m proud to support The Breathless Collection and help shine a light on the early signs of lung cancer,” said Shane Byrne.

“Too often, people ignore symptoms, thinking it’s just part of getting older or being busy. This campaign is a powerful reminder to stop, listen to your body and get checked. Early detection can save lives — it’s as simple as that.”

A central element of the campaign is The Making of The Breathless Collection — a short film that takes audiences behind the scenes as lung cancer researchers, survivors and creatives collaborate to design the garments. The film reveals the craft, care and intention behind each piece — illustrating how creativity and compassion can combine to drive awareness and change.

Throughout November, public figures, ambassadors and members of the Oireachtas are being invited to “walk in the shoes” of those living with undiagnosed lung cancer by wearing items from the collection. Their experiences will be shared across social media to raise awareness and drive a national conversation on early detection and screening.

Supporting the campaign, Dr Martin Barr, Clinical Scientist and Clinical Senior Lecturer, Thoracic Oncology Research Group, Trinity St James’s Cancer Institute, said: “The key to successful lung cancer treatment and better survival outcomes, is early detection. Yet, too often, symptoms such as breathlessness, fatigue, a pain in the chest or shoulder, or a persistent cough are overlooked until the disease has progressed.

“Initiatives like The Breathless Collection are vital in translating symptoms of lung cancer into something people can feel and understand — reminding us that awareness and early action save lives. We urgently need to ensure that early detection, through greater awareness and a national lung cancer screening programme becomes a reality for everyone in Ireland.”

Susan Leatham, a patient ambassador living with lung cancer and member of the Irish Lung Cancer Community from Shankill in Dublin said: “I’m  here not just only as a patient but as someone who wants others to have a better chance as lung cancer caught in it’s earliest stages can be treated successfully.”

Liz Yeates, CEO of the Marie Keating Foundation added: “Lung cancer remains Ireland’s biggest cancer killer — claiming more lives each year than breast, prostate and colorectal cancers combined.

“We are calling on the government to introduce a national lung cancer screening programme without delay, and we’re asking the public to join us by signing our petition and sharing this message. Early detection saves lives — and together, we can help ensure more people get the chance to survive.”

A Multi-Pronged Awareness Drive

The Breathless Collection forms the centrepiece of the Foundation’s The Big Check Up 2025, a nationwide campaign that combines awareness, advocacy and public engagement to drive real change. Key elements include:

• The Breathless Collection series of bespoke garments and accessories — including a gilet, scarf, tote bag, shoes and coffee keep cup;
• The Breathless Collection film — a behind-the-scenes look at how the symbolic garments were made;
• A nationwide social and digital campaign featuring patient ambassadors, medical experts and public figures; to drive education and awareness through a bespoke online resource on the Marie Keating Foundation website at www.mariekeating.ie.
• A petition calling for the introduction of a National Lung Cancer Screening Programme;
• Community outreach, media partnerships and public displays designed to amplify awareness of early symptoms across Ireland.

Key symptoms of lung cancer:

• Breathlessness
• Unexplained tiredness (fatigue)
• An ache or pain in the chest or shoulder
• A persistent cough that has changed, lasting longer than three weeks
• Coughing up blood
• Ongoing chest infections
• Unexplained loss of appetite

Key Information about Lung Cancer:

• Around 2,740 people in Ireland every year will receive the devastating news of a lung cancer diagnosis.
• Only 24% of people will be alive 5 years after a lung cancer diagnosis.
• Every 18 seconds, someone, somewhere in the world dies of lung cancer.
• Lung cancer is the 3rd most common cancer in Ireland after prostate and breast cancer, excluding non-melanoma skin cancer but more people die from lung cancer than any other cancer.
• The majority of lung cancer patients are diagnosed at stage 3 or stage 4, meaning that treatment options are limited, and survival rates are lower. Smoking tobacco is the leading cause of lung cancer, responsible for approximately 85% of all cases.

Learn more here 

6th November 2025. Pictured: sporting legends Shane Byrne and Ken Doherty at the launch of The Breathless Collection . 
Photo: Justin Farrelly.