The Couric Effect and Beyond: Collaborative Awareness Efforts of Katie, EIF s NCCRA, & the JMC
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1 The Couric Effect and Beyond: Collaborative Awareness Efforts of Katie, EIF s NCCRA, & the JMC Mark B. Pochapin, MD Director, The Jay Monahan Center for Gastrointestinal Health Chief, GI Endoscopy Weill Cornell Medical College NewYork-Presbyterian Hospital New York, NY, USA
2 Effective Public Outreach Opportunities in the U.S. A new scientific discovery or research finding Celebrity Personal story Specific month dedicated to colorectal awareness (March) Specific event dedicated to colorectal cancer awareness
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4 Did you get your QuickTime and a decompressor are needed to see this picture. QuickTime and a decompressor are needed to see this picture. colonoscopy?
5 Couric Effect: CORI Data Cram et al. THE IMPACT OF A CELEBRITY PROMOTIONAL CAMPAIGN ON THE USE OF COLON CANCER SCREENING: THE KATIE COURIC EFFECT. Archives of Internal Medicine. 2003; 163:
6 Founded in 2000
7 Founded in 2004
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9 Select Public Awareness Efforts
10 EIF s NCCRA Legislative Report Card QuickTime and a TIFF (LZW) decompressor are needed to see this picture. QuickTime and a TIFF (LZW) decompressor are needed to see this picture. QuickTime and a TIFF (LZW) decompressor are needed to see this picture.
11 Key Partners: Olympus
12 Key Partners: Olympus
13 The CDC s Screen for Life CDC s s Screen for Life: National Colorectal Cancer Action Campaign Launched March 1999 Informs men & women age 50 & older about importance of having regular colorectal cancer screening tests. Beginning 2004: Partnered with Katie and EIF s NCCRA Developed print and broadcast PSAs and dioramas
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16 CDC s Screen for Life As of June 2007, Screen For Life PSAs More than 4.5 billion audience impressions (# times viewed or heard) Worth more than $70 $ million in donated media placements. Of this, Screen For Life s celebrity-endorsed endorsed materials received donated media placements worth more than $30.9 million.
17 Launched March 2009
18 SFL Broadcast PSAs: Diane Keaton & Jimmy Smits Viewed in 5000 NYC taxis in March-April Collaboration with: CDC NYC DOHMH NYC Taxi & Limo Commission EIF s NCCRA The Jay Monahan Center for Gastrointestinal Health
19 Foghorn Leghorn Campaign Taxi tops in NYC 2006, 2007, & 2008 In collaboration with: NYC DOHMH (call 311 for info) NYC Taxi and Limo Commission NY Metropolitan Taxicab Board of Trade Clear Channel Warner Brothers QuickTime and a decompressor are needed to see this picture.
20 QuickTime and a decompressor are needed to see this picture. QuickTime and a decompressor are needed to see this picture.
21 I Say, I Say QuickTime and a decompressor are needed to see this picture.
22 ACOG: Reaching Out to Women OB-GYNs are critical in recommending colorectal cancer screening to women. Women are the gatekeepers of healthcare in families. Women s s screening rates for breast & cervical cancers are higher than for colorectal cancer.
23 Screening Utilization Swan J, Breen N, Coates R, Rimer B, Lee N, Progress in Cancer Screening Practices in the United States Results from the 2000 National Health Interview Survey, Cancer 2003;97:
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26 ACOG NY Chapter Launched Colorectal Cancer Task Force in 2008 Focus on Female Cancers guide for OB-GYNs Will add a colorectal cancer section to this guide
27 Organizations Dedicated To This Cause: American Cancer Society (ACS) Cancer Prevention Foundation Centers for Disease Control and Prevention(CDC) Colorectal Cancer Association of Canada European Cancer Patient Coalition Felix Burda Foundation International Digestive Cancer Alliance (IDCA) National Cancer Institute (NCI) National Colorectal Cancer Round Table (NCCRT) Netzwerk Gegen Darmkrebs (Network Against Colorectal Cancer, Munich) NYC Department of Health and Mental Hygiene / C5 Professional societies Patient advocacy groups And many more
28 TransAtlantic Symposium: Increasing Colorectal Cancer Screening on a Global Scale QuickTime and a decompressor are needed to see this picture. QuickTime and a decompressor are needed to see this picture. QuickTime and a decompressor are needed to see this picture.
29 Summary The media and other public forums can be powerful in aiding in awareness. Concepts of CRC screening, early detection, & prevention need to be a focus of messaging. A celebrity spokesperson can help elevate awareness. Collaboration between medical, professional, advocacy groups, and government agencies in different countries is essential. Would a universal symbol for CRC awareness help in our efforts
30 ..\files files\slide30.jpgshould Should the NCCRT s Blue Star Go Global? QuickTime and a decompressor are needed to see this picture. PREVENTABLE. TREATABLE. BEATABLE!
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