The organization, which is lobbying to implement CT lung cancer screening for smokers and former smokers, said the campaign is aimed at what it calls a stigma against smokers that denies care that could save their lives.

Lung cancer is responsible for more than 160,000 deaths per year in the U.S., and recent studies show that CT screening in high-risk populations can reduce mortality by at least 20%. But physicians, medical societies, Medicare, and private insurance companies are struggling over whom to screen and how to implement recent recommendations. In the LCA's view, screening needs to start now.

The campaign aims to spur a re-examination of long-held beliefs, a recalibration of attitudes, and a referendum aimed at ensuring a better plan to address lung cancer screening, the LCA said in a statement announcing the campaign.

Breaking down the stigma paves the way for more constructive public discussion on reducing lung cancer's mortality rate, the group said.

The power of CT screening to save tens of thousands of lives a year has been validated along with its cost-effectiveness, and a bill in Congress would bring lung cancer screening into routine clinical use, the LCA said.

The campaign will run in 31 U.S. markets. More information is available at NoOneDeservestoDie.org.