People often feel nervous and uncomfortable when speaking to someone living with cancer, which can lead to unintentionally saying the ‘wrong’ thing, something inappropriate or, worse still, not saying anything at all. That’s why we partnered with the Roy Castle Lung Cancer Foundation for the great campaign ‘Follow My Lead’.

People across the UK with lung cancer informed us of how they felt about the language used around them. They most disliked those terms that conveyed pity, such as ‘I feel so sorry for you’, closely followed by ‘you’re so brave’, a ‘victim’ and ‘lost their fight’. Many also resented having their life-partner described as their ‘carer’. However, what enthuses some is loathed by others.

Drawing on the feedback, we collaborated to develop this poem, which aims to be humorous and thought-provoking, to open up and improve conversations around lung cancer. Listen to John discuss this on Sky News.