The observance of Lung Cancer Awareness Month in November affords an opportunity to take stock of current approaches to lung cancer research, and to cancer research more widely. While there have been improvements in understanding, prevention and overall survival, it is still shocking to note that more than 1.7 million people died of lung cancer in 2018 alone. As the former European Commissioner for Research, Enterprise and Science said, "cancer has evolved and we need new tactics to match it."