Screen for Life Campaign Milestones

Year One (1999). The campaign is launched by U.S. Surgeon General David Satcher, M.D., who releases public service announcements (PSAs) urging Americans aged 50 years or older to speak with their doctors about getting screened for colorectal cancer. PSA messages and those on campaign posters and in brochures also highlight information about Medicare's new colorectal cancer screening benefits.

Year Two (2000). The campaign expands to include messages that "you can stop this cancer before it starts," by explaining that screening tests help prevent colorectal cancer by finding precancerous polyps, so that they can be removed before they become cancerous.

Year Three (2001). In coordination with National Colorectal Cancer Awareness Month, Screen for Life develops and releases print, news media, and television broadcast materials to address common myths about colorectal cancer and educate Americans that "screening saves lives." New patient and physician fact sheets and a new brochure about colorectal cancer and the importance of screening are also developed and released.

Year Four (2002). New Screen for Life television and radio PSAs and posters are produced and distributed, and fact sheets and a brochure for patients are revised. The campaign is adopted by an increasing number of state health department programs that integrate Screen for Life materials in their community colorectal cancer education efforts.

Year Five (2003). Campaign materials are updated and new materials developed, including a fact sheet and brochure for people with Medicare and a Spanish fact sheet. Also, new television PSAs, posters, and print ads are developed and distributed.

Year Six (2004). Screen for Life re-releases its most successful campaign television PSAs and partners with more than 40 state departments of health, the department of health in the District of Columbia, and tribes/tribal organizations to provide resources for conducting colorectal cancer awareness programs at the state and community levels.

Year Seven (2005). New television PSAs in Spanish and English, a new airport diorama, posters, and print ads are developed and released in March. Also, 49 state health departments, tribal organizations, and the District of Columbia became partners in Screen for Life. The campaign partners with the National Colorectal Cancer Research Alliance, a program of the Entertainment Industry Foundation, to create a television PSA featuring Academy Award^®-winning actor Morgan Freeman and an airport diorama, posters, and print ads featuring news anchor Katie Couric.

Year Eight (2006). Screen for Life releases new TV PSAs featuring Academy Award^®-winning actress Diane Keaton. The PSAs are developed and created in partnership with the Entertainment Industry Foundation's National Colorectal Cancer Research Alliance, cofounded by Katie Couric. Screen for Life also releases new radio PSAs featuring Morgan Freeman. In March 2006, Screen for Life ranks first among more than 480 public service campaigns monitored by A.C. Nielsen Market Research. Campaign partners include 50 state departments of health, 2 tribal organizations, and the District of Columbia.

Year Nine (2007). Emmy^® Award-winning actor Jimmy Smits joins the Screen for Life campaign. New English and Spanish radio and TV PSAs featuring Mr. Smits are released. Screen for Life re-releases its PSAs starring Diane Keaton, as well as new print PSAs, posters, and dioramas featuring Katie Couric. The PSAs were developed and created in partnership with the Entertainment Industry Foundation's National Colorectal Cancer Research Alliance. Screen for Life continues to partner with 50 state departments of health, 2 tribal organizations, and the District of Columbia. The campaign consistently ranks among the top 10% of public service campaigns monitored by Nielsen Media Research.

Year Ten (2008). Screen for Life re-releases its broadcast (radio and TV) PSAs that feature Jimmy Smits, Diane Keaton, and Morgan Freeman, as well as the TV PSA called “Rosa y Carlos.” The campaign regularly updates its fact sheets and brochures, and offers program partners additional options to localize materials. Screen for Life consistently ranks in the top 2–5% of public service campaigns monitored by Nielsen Media Research.