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Centers for Disease
Control and Prevention
Division of Cancer
Prevention and Control
4770 Buford Hwy, NE
MS K-64
Atlanta, GA 30341-3717
Call: 1 (800) CDC-INFO
TTY: 1 (888) 232-6348
FAX: (770) 488-4760
E-mail: cdcinfo@cdc.gov
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Screen for Life: National Colorectal Cancer Action Campaign
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CDC's multi-year Screen for Life: National Colorectal Cancer Action Campaign informs men and women aged 50 years or older about the importance of having regular colorectal cancer screening tests. Screening tests can find precancerous polyps so they can be removed before they have a chance to turn into cancer, thus preventing the disease. However, an estimated 40% of adults aged 50 or older—the age group at greatest risk of developing colorectal cancer—have not been screened appropriately. To increase screening rates, Screen for Life: |
- Increases awareness among adults aged 50 or older that of cancers that affect both men and women, colorectal cancer is the second leading cancer killer in the United States.
- Increases awareness of the benefits of being screened for colorectal cancer.
- Helps to motivate patients to talk to their doctor and get screened for colorectal cancer.
Emmy® Award-winning actor Jimmy Smits is among those encouraging men and women aged 50 years or older to be screened for colorectal cancer. In Screen for Life: National Colorectal Cancer Action Campaign television and radio public service announcements (PSAs), Mr. Smits explains why screening for colorectal cancer is important and how getting screened can help prevent the disease. He says, "I've been screened. Now it's your turn." The PSAs are available in both English and Spanish.
The ads with Mr. Smits are the latest Screen for Life PSAs created by CDC in partnership with the National Colorectal Cancer Research Alliance (NCCRA), a program of the Entertainment Industry Foundation. Katie Couric is co-founder of NCCRA. Other PSAs created by CDC with NCCRA feature Ms. Couric, as well as Diane Keaton and Morgan Freeman.
In the TV PSAs with Academy Award®-winning actress Diane Keaton, Ms. Keaton talks about her "Grammy Keaton," who died of colon cancer. She speaks poignantly about her grandmother, as well as her own commitment to do everything in her power to remain healthy. Flashing her trademark smile, she says, "Just get screened... If I can do it, you can do it. How's that for a deal?"
And in posters and print ads, Katie Couric asks, "Are you the picture of health?" She says, "Colorectal cancer is the second leading cancer killer. But it doesn’t have to be." She goes on to urge that if you are 50 or older, make sure you are the picture of health, by getting screened for colorectal cancer.
Campaign Messages
The campaign was launched on March 2, 1999, by then-U.S. Surgeon General David Satcher,
M.D. It is based on extensive review of existing communication and behavioral science literature, and formative research and concept testing. Approximately 170 focus groups, including both consumers and health professionals, have been conducted in cities across the country to assess knowledge, behaviors, and screening practices of the target audiences. CDC continues to develop campaign messages and materials based on this research. The central messages of Screen for Life are—
- Of cancers affecting both men and women, colorectal cancer is the second leading cancer killer in the United States.
- Screening saves lives.
- Colorectal cancer often can be prevented. Regular screening tests can find precancerous polyps so they can be removed before they turn into cancer.
- Screening can find colorectal cancer early, when treatment can be very effective.
- Polyps and colorectal cancer may not cause symptoms, especially at first.
- Both men and women are at risk.
- Many insurance plans, including Medicare, help pay for colorectal cancer screening.
Educational Materials
Partnerships
In addition to its partnership with the Entertainment Industry Foundation and the National Colorectal Cancer Research Alliance, Screen for Life is proud of its partnership with 50 state health departments, two tribal organizations and the District of Columbia, all of which use campaign messages and materials to increase awareness at the community level about the need for colorectal cancer screening for men and women aged 50 years or older.
Please note: Some of these publications are available for download only as *.pdf files. These files require Adobe Acrobat Reader in order to be viewed. Please review the information on downloading and using Acrobat Reader software.
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