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About This Project
Summary
To mark 25 years since sharing her colonoscopy on TODAY, Katie Couric joined the Colorectal Cancer Alliance and Ryan Reynolds’ agency Maximum Effort to expand LEAD FROM BEHIND—an initiative using humor and celebrity storytelling to destigmatize colon cancer screening. Inspired by Katie Couric’s advocacy after losing her husband to the disease, the campaign highlights colon cancer as The Preventable Cancer and urges everyone, regardless of family history, to get checked.
Goals & Objectives
Get people talking about their butts, just like Katie did on TODAY 25 years ago. Remind everyone that colon cancer is deadly, but can be preventable. Show that screening can be as easy as a colonoscopy or a quick at-home test. Use Katie’s smart humor to turn a cringe topic into a check-up reminder.
Results & Impact
The LEAD FROM BEHIND campaign with Katie Couric made waves, earning 3B+ media impressions across 207 placements—including CNN, Ad Week, and USA Today. A seven-minute TODAY Show segment featuring Couric live amplified reach, while social videos hit over 4.05M views and 75K engagements.
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