Overview

• Couric premiered the PSA on Sept. 25 during an appearance on NBC's Today, using the rollout to encourage viewers to book screenings.
• The video mimics the American Eagle campaign’s look and voiceover, culminating with the on-screen line, “Katie Couric gets regular screenings.”
• Couric’s script stresses that most colorectal cancers are not inherited and that everyone 45 and older should get checked.
• The effort builds on her long advocacy following husband Jay Monahan’s 1998 death and her 2000 on-air colonoscopy credited with raising screening rates.
• Health authorities cited in coverage say colorectal cancer often begins as removable polyps, remains a top cause of cancer deaths, and fewer than 60% of eligible Americans are up to date on screening.