Katie Couric’s New Colon Cancer Screening PSA
Katie Couric has released a new public service announcement (PSA) focused on colon cancer screening, which debuted on Thursday. Interestingly, it seems to draw inspiration from the American Eagle advertisements featuring “Euphoria” star Sidney Sweeney.
In the PSA, Couric dons a denim jacket and references the term “gene,” as part of her collaboration with the Colorectal Cancer Alliance in their “Leading from Behind” campaign. This particular messaging style has echoed Sweeney’s ads, which have made waves since last summer.
Couric poses a thought-provoking question in her PSA: “Did you know that most people diagnosed with colon cancer do not have a genetic predisposition?” This query comes as she lies in a hospital bed, preparing for a colonoscopy.
She continues, emphasizing that “doctors recommend everyone over 45 get screened,” highlighting the importance of early detection in a brief 32-second segment of the ad. Couric mentioned that the campaign is an opportunity to address recent cultural discussions sparked by Sweeney’s ads.
Reflecting on the response to Sweeney’s campaign, Couric expresses a desire to use humor to engage with the topic. “It seemed like an opening, and I thought, ‘Why not capitalize on that and have some fun?'” she noted, observing that, while she might be older than Sweeney, she finds the concept relatable.
In July, Sweeney’s campaign faced its share of backlash, particularly for the tagline “Sydney Sweeney has great genes.” Critics argued that this phrase unnervingly touched on themes of “eugenics” and “whiteness.” The controversy has generated ongoing discourse in media circles, and Couric admits they aimed to tap into that attention lightly.
Couric’s past involvement in promoting cancer awareness is personal. Following the loss of her husband, Jay Monaghan, to colon cancer at a young age, she has been an advocate for screening. She herself was able to detect and treat breast cancer early thanks to prioritizing her own medical checkups.
With a hint of nostalgia, she reflects, “I often think about him and the milestones he missed. I don’t want that to happen to anyone else.” This heartfelt motivation underscores her commitment to fostering awareness around colon cancer screening.
