Entertainment Industry Foundation
SOCIAL MARKETING EXPERTISE
National Colorectal Cancer Research Alliance
CHALLENGE
Consumers Uninformed, Uncomfortable Talking About Colorectal Cancer
Colorectal cancer is the second-leading cancer killer of men and women combined. Despite being highly preventable with regular screening and treatable when detected early, less than half of Americans over the age of 50 have been tested for colorectal cancer. The Entertainment Industry Foundation (EIF) sought out Perry Communications Group to launch the National Colorectal Cancer Research Alliance (NCCRA) in an effort to increase screening rates and fund cutting-edge research. EIF co-founded the NCCRA with journalist Katie Couric and cancer fundraiser Lilly Tartikoff, both of whom lost their husbands to colorectal cancer.
SOLUTION
Save Lives by Helping Americans Talk About an Embarrassing Topic
Perry Communications Group recognized that by harnessing the influence of Hollywood the NCCRA could make a social impact. In addition, corporate partners were needed to fund the most promising research of new tests and treatments. Perry Communications Group married both to elevate colorectal cancer to the level of a national health issue. A PREVENTION magazine poll showed that Americans were embarrassed to talk about the disease with doctors and their loved ones. With this in mind, Katie Couric shared her personal story with consumers through the media and with doctors at leading medical meetings. Couric went as far as having her own colonoscopy shown on the NBC Today Show to help Americans get over their apprehension to the topic and testing. Other celebrities like Dennis Franz and Judge Judy were enlisted to share how their families were impacted by colorectal cancer and to urge screening. To support the research of leading medical experts enlisted to serve on NCCRA’s scientific advisory board, nearly $10 M was raised within the first three years. In addition to corporate partners, consumers also made charitable donations at some 25,000 retail pharmacies through a fund-raising collaboration with the National Association of Chain Drug Stores.
RESULT
Surge in Screening Rates Dubbed “the Couric Effect;” Funds Raised Support Gene-Based Discoveries
- Researchers at the University of Michigan found screening rates increased 20 percent following Katie Couric’s on-air colonoscopy, an outcome researchers pointed to as a positive use of celebrity and rationale for additional celebrity-based health awareness campaigns.
- Major research discoveries funded by the NCCRA included the identification of a defective gene linked to colorectal cancer and technology to create a less-invasive screening test – the DNA-based stool test.
