The video of the Lead From Behind association and the Colorectal Cancer Alliance, made by the Maximum Effort agency of Ryan Reynolds, is starring the American journalist Katie Couric, who urges the public to become regular checks.
According to the World Health Organization (WHO), colon cancer is the second cause of death -related deaths in the world. In the United States, journalist Katie Couric is a renowned activist to seek to raise awareness about this disease.
Couric was the co -present of the NBC “Today today” program for 15 years. In 1998, her husband died due to a colorectal cancer. Since then, the American journalist became a strong defender of awareness of colon cancer, promoting early detection and medical research.
In fact, in 2000, Couric even undergoes a televised colonoscopy to educate the public. This had a real effect: a remarkable increase in detection tests was observed shortly after, a phenomenon that was called the “Couric effect”.
“Get regular screenings”
Therefore, the Lead From Behind association and the Colorectal Cancer Alliance have worked the “Get Regular Screenings” campaign (“Make regular checks”, in Spanish). The video, made by the Maximum Effort agency of Ryan Reynolds, is starring Katie Couric, who urges the public to make regular checks.
For that, the advertising piece parodies the famous commercial of Sydney Sweeney for American Eagle. The journalist appears on his side, dressed in a Jean jacket and a hospital robe, representing almost flat by plane the aesthetics of the original announcement, while remembering that most colon cancer cases are not related to genetic factors.
“Speaking of genes … Did you know that most people who develop colon cancer have no genetic predisposition?”Couric highlights in the spot. Finally, the campaign uses the same word game as Sweeney advertising. Only instead of saying “Sydney Sweeney Has Great Jeans”, it modifies “Katie Couric Gets Regular Screenings”.
