271995 CDC Screen for Life Campaign "This Is Personal"

Tuesday, October 30, 2012 : 3:30 PM - 3:36 PM

Cynthia Gelb , Division of Cancer Prevention and Control, Centers for Disease Control and Prevention, Atlanta, GA
Lindsey Polonec, MA , Division of Cancer Prevention and Control, Centers for Disease Control and Prevention, Atlanta
Jennifer Chu , Social Marketing, Ogilvy Washington, Washington, DC
Michaela Thayer , 1111 19TH St NW, Ogilvy Washington, Washington DC, DC
Lauren Grella, MA , Social Marketing Group, Ogilvy Washington, Washington, DC
Alexandra Vaughn , 1111 19TH St NW, Ogilvy Washington, Washington DC, DC
  
“This Is Personal” – a 60-second TV public service announcement (PSA) – was developed by the Centers for Disease Control and Prevention (CDC) in partnership with the National Colorectal Cancer Research Alliance, a program of the Entertainment Industry Foundation, in support of Screen for Life: National Colorectal Cancer Action Campaign. CDC's multiyear, multimedia Screen for Life campaign informs men and women aged 50 years and older about the importance of having regular colorectal cancer screening tests.

In this 60-second public service announcement, Golden Globe and Academy Award-nominated actor and musician Terrance Howard joined Screen for Life to urge Americans to be screened for colorectal cancer. Mr. Howard has a personal connection to the disease. He talks movingly about losing his mother to colon cancer, saying, "Let my heartbreak be your wake-up-call."

Mr. Howard's series of television PSAs explains that screening tests help find precancerous polyps so they can be removed before they have a chance to turn into cancer, thus preventing the disease. He encourages viewers to speak to their doctors about screening and asks adults aged 50 and older to get screened.

“This Is Personal” is available in :30 and :60 second versions and a complimentary PSA “Your Wake-up Call” is available in :60 seconds. They can be viewed here: http://www.cdc.gov/cancer/colorectal/sfl/tv_psa.htm.

Learning Areas:
Public health or related education

Learning Objectives:
1. Explain the importance of colorectal cancer screening. 2. Identify who should be screened and talk to their doctor about screening. 3. Demonstrate the importance of engaging a storyteller with a connection to the issue.

Keywords: Adult Health, Cancer Screening

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I participated in the development of “This Is Personal” from conception to production and distribution. I am also responsible for the ongoing evaluation of “This Is Personal” through monthly monitoring of cumulative impressions and ad value.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

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