Getting Screened on the Big Screen

Imagine, you’re 22-years-old, two weeks shy of college graduation, experiencing “unusual” symptoms. You finally convince your doctor something is really wrong. Now imagine the diagnosis – stage III colon cancer. That was reality for Kirsten, now 26, and a three-year colon cancer survivor.

Through the *Don’t Miss It campaign we hope to equip more individuals like Kirsten with information to be proactive with their health. This campaign takes colon cancer screening awareness in a new, fresh direction and showcases the true power of words as they translate into action.

Using a simple asterisk above important life events, such as a wedding, family milestones, or the birth of a grandchild, *Don’t Miss It shows in a brief, informative and emotionally impactful way that some terms and conditions may apply to life, unless you get screened.

Targeted at people of all ages, the *Don’t Miss It screening campaign is appearing on the FOX Screen by SONY at One Times Square (1475 Broadway) through November 2015. The 15-second video spot shown on nearly 1,400 square feet of video board, twice per hour, is meant to reach all ages and encourage screening for the nation’s No. 2 cancer killer: colon cancer. Directing people to WhyGetScreened.org where they can learn more about colon cancer, including finding resources and screening professionals near them.

“We want New Yorkers and tourists from across the globe to take a selfie or photo of the screen and post it on our Facebook page. Then tell us what you won’t miss in life because you’re making the decision to get screened and learn about colorectal cancer,” said Anne Carlson, executive director of the Colon Cancer Coalition. “Our hope is that people of all ages will take action, learning the signs and symptoms of this preventable disease, talking with their loved one about any family history, and finding a screening professional in their area.”

In 2015, the we directly touched 46 communities in 29 states through a Get Your Rear in Gear® run/walk or Tour de Tush™ bike ride. Through this new campaign we are able to bring colon cancer screening messages to larger audiences, including one of the world’s most visited places: Times Square in New York City.

Six reasons colon cancer screening is important:

• Screening for colorectal cancer is recommended to begin at age 50 — earlier for African Americans and other ethnic groups, as well as for individuals with a family history.
• Screening through a colonoscopy can detect and remove polyps before they become cancer, preventing the disease from occurring.
• There is a 90% 5-year survival rate when colorectal cancer is caught in early (localized) stages, but only 10% when it is diagnosed in late stages.
• Only 40% of patients nationwide are diagnosed with early stage disease.
• One in 10 patients is diagnosed with colon cancer before the recommended screening age of 50.
• When diagnosed before 50, the disease is most often diagnosed in later stages.