Katie Couric has taken a creative approach to raise awareness about colon cancer screening with a new public service announcement that playfully parodies a recent viral advertisement featuring actress Sydney Sweeney. The PSA, titled “Lead From Behind,” combines humor and a serious message, urging the public to prioritize regular screenings for colon cancer.
The announcement begins with a striking image of Couric wearing an open denim shirt, reminiscent of Sweeney’s jeans ad. As she lies on her side propped up by pillows, she poses the thought-provoking question, “Speaking of genes, did you know that the majority of people who develop colon cancer are not genetically predisposed to the disease?” The camera then reveals Couric lying on a hospital bed in a hospital gown, with healthcare professionals preparing for a colonoscopy behind her.
“That’s why doctors recommend everyone 45 and older get checked. Mine are televised,” she quips, highlighting the importance of early detection. A deep voice then punctuates the moment, proclaiming, “Katie Couric gets regular screenings,” displayed in bold letters on the screen. This stylistic choice mirrors the controversial tone of Sweeney’s recent American Eagle campaign.
In an interview with People, Couric noted the impact of pop culture on conversations around serious topics. “That ad showed how pop culture and a pair of jeans could really shape the cultural conversation… it was everywhere,” the 68-year-old journalist said. “We thought, ‘Why don’t we ride that horse a little bit longer and have some fun with it?’”
This PSA is particularly poignant for Couric, who has been an advocate for colon cancer awareness since her husband, Jay Monahan, passed away from the disease in 1998 at the age of 42. Couric famously underwent a colonoscopy on national television in 2000 to encourage others to get screened. She continues to campaign for awareness around the symptoms and warning signs of colon cancer, emphasizing the need for regular check-ups.
On September 25, 2023, Couric celebrated 25 years since she made history by broadcasting a colonoscopy live on air, an event that sparked significant public dialogue about the importance of screening.
The Colorectal Cancer Alliance, which partnered with Couric for the PSA, aims to inform the public about the risks associated with colon cancer and the necessity of early detection. Couric’s blend of humor and sincerity serves to engage viewers while delivering a critical message about health that could save lives.
