Katie Couric Joins the Colorectal Cancer Alliance To ‘LEAD FROM BEHIND’

To commemorate the 25^th anniversary of sharing her colonoscopy on TODAY, Katie Couric is teaming up with the nation’s leading nonprofit dedicated to ending colon cancer, the Colorectal Cancer Alliance (Alliance), and Ryan Reynolds’ entertainment company, Maximum Effort, to LEAD FROM BEHIND. LEAD FROM BEHIND is a series of entertaining videos featuring celebrities breaking the stigma surrounding colon cancer to spark conversations about screening for The Preventable Cancer. Couric, a veteran journalist and respected media personality, became a vocal advocate for colon cancer awareness after losing her husband to the disease. Couric joins the LEAD FROM BEHIND initiative to break down the barriers to screening — that thing almost no one wants to talk about, let alone do. She urges everyone to get checked regardless of genes or family history, because colon cancer can be silent and deadly, and it does not discriminate.

The Alliance and its partners, including Couric and previous supporters Ryan Reynolds, Rob Mac, Terry Crews, and Dak Prescott, encourage people to visit LeadFromBehind.org to learn about risk factors, symptoms, and how they can get checked. There is also a helpful screening quiz that provides personalized recommendations on which test is best based on the individual’s information. 

“My husband had no family history of colon cancer,” said Couric, “but that is the case for the majority of people who are diagnosed with this disease. I don’t want anyone to go through what we went through, so I’ve partnered with the Colorectal Cancer Alliance and LEAD FROM BEHIND to spread awareness about timely screening. Colon cancer can be silent, but can also be preventable with screening.”

Colon cancer is the second deadliest cancer in the U.S., yet it is highly preventable with screening and has a greater than 90% survival rate with early detection and treatment. Depending on a person’s risk factors, symptoms and personal preference, there are different screening options, including colonoscopy and convenient at-home tests, such as Cologuard and FIT. Colonoscopy is considered the gold standard in screening because it can detect and remove precancerous polyps before they turn into cancer. Cologuard is an at-home stool DNA test that detects 92% of cancers. A fecal immunochemical test (FIT) is an at-home test that uses antibodies to detect blood in the stool and detects 79% of cancers.

“The mission of the Colorectal Cancer Alliance is very near to my heart. And my ass,” said Maximum Effort Co-founder Ryan Reynolds. “When Rob Mac and I broadcast our colonoscopies to help launch LEAD FROM BEHIND, we were following in the brave footsteps Katie took 25 years ago. So to have her work with Maximum Effort on the latest initiative is a real full-starfish moment for me.”

A doctor can help determine which test is best based on age, symptoms and risk factors. Regular screening should begin at age 45 for those with average risk of the disease, or sooner for anyone experiencing symptoms or with risk factors, such as a family history of the disease. The Colorectal Cancer Alliance is committed to breaking down barriers to prevention, diagnosis and treatment, to end colon cancer in our lifetime. 

"Colon cancer can be prevented or detected early when it’s easily treatable, yet it remains one of the deadliest cancers, with cases rising,” said Michael Sapienza, CEO of the Colorectal Cancer Alliance. “The Alliance launched LEAD FROM BEHIND to drive awareness, education, and action through videos that spark conversation and encourage lifesaving screening.”

To learn more about screening options, share Katie’s PSA and help encourage lifesaving action, go to www.LeadFromBehind.org. 

ABOUT LEAD FROM BEHIND

LEAD FROM BEHIND is a creative initiative to let everyone know that colon cancer is The Preventable Cancer. Yet today, colon cancer is the second biggest cancer killer in America. The best way to prevent it is by getting screened - that thing almost no one wants to talk about, let alone do. In 2021, thanks to guidelines that lowered the screening age from 50 to 45, 20 MILLION more Americans are now eligible to get checked. Talk to your healthcare provider to decide which screening option is best for you. Powered by the Colorectal Cancer Alliance, the largest colon cancer nonprofit organization, LEAD FROM BEHIND has been created in partnership with Ryan Reynolds and his creative agency Maximum Effort.  www.LeadFromBehind.org

ABOUT COLORECTAL CANCER ALLIANCE

The Colorectal Cancer Alliance empowers a nation of passionate and determined allies to prevent, treat, and overcome colorectal cancer in their lives and communities. Founded in 1999 and headquartered in Washington, D.C., the Alliance advocates for prevention through initiatives like LEAD FROM BEHIND, magnifies support with BlueHQ, and accelerates research through Project Cure CRC. We are the largest national nonprofit dedicated to colorectal cancer, and we exist to end this disease in our lifetime. For more information, visit colorectalcancer.org.  

ABOUT MAXIMUM EFFORT

Maximum Effort makes movies, tv series, content, and cocktails for the personal amusement of Hollywood Star Ryan Reynolds. We occasionally share them with the general public. Producers of the Deadpool films, Free Guy, The Adam Project, and Welcome to Wrexham.

Press contact:
Emily Blasi
eblasi@ccalliance.org
press@leadfrombehind.org