Overview

• Couric’s spot mirrors the American Eagle aesthetic before revealing she is on a gurney for a colonoscopy, underscoring that most colon cancer cases are not hereditary.
• The PSA is a Lead From Behind collaboration between the Colorectal Cancer Alliance and Ryan Reynolds’ Maximum Effort, with Reynolds publicly praising Couric’s role.
• Couric debuted the video on NBC’s Today, coinciding with the 25-year mark since her televised colonoscopy that researchers later linked to a jump in screening rates.
• The message reiterates current guidance to begin screening at age 45, noting that fewer than 60% of eligible people are up to date and that early detection improves outcomes.
• Initial audience response on social media has been positive, with viewers highlighting the ad’s effective blend of humor and a clear public‑health call to action.