Overview

• The spot, released Sept. 25, uses humor to destigmatize colonoscopies and opens with Couric on a gurney in a jean jacket.
• Couric says most people who develop colon cancer lack a genetic predisposition, underscoring guidance to begin routine screening at age 45.
• The PSA is part of the Lead From Behind campaign, following earlier stunts in which Ryan Reynolds and Rob McElhenney broadcast their colonoscopies.
• Advocates cite gaps in prevention, with fewer than 60% of eligible Americans up to date on colorectal screening and cases under 50 projected to double by 2030.
• Couric’s long-running advocacy includes a 2000 on-air colonoscopy linked in a 2003 study to a roughly 20% rise in colonoscopies.