Genentech funded a public service announcement to encourage people 50-years and older to get their lungs screened for cancer. To tackle the stigma associated with smoking, the campaign aimed to demonstrate the normalcy of smoking in the 70s and 80s, and how the choices of one’s past don’t need to dictate their future.

The spot won the Innovative Challenge and Pharma TV awards at the Fierce Pharma Awards in 2022.