Public service campaign to raise awareness for colon cancer screening; grand prize winner will be flown to New York City
CBS and New York-Presbyterian Hospital are joining forces to increase awareness for colon cancer and promote early screening to help save lives by launching the second CBS Cares colonoscopy sweepstakes.
The 2012 CBS Cares Colonoscopy Sweepstakes launched last night during "60 Minutes" with a PSA featuring colon cancer survivor and "The Talk" host Sharon Osbourne, along with her husband, Ozzy. Alan Kalter, the announcer of "The Late Show with David Letterman," is also featured in the PSA.
"Ozzy and I are proud to be part of this innovative project by CBS," Sharon said. "My life was saved by a colonoscopy that Ozzy urged me to have and I hope everyone who sees the campaign will enter the sweepstakes and talk to their doctor about the importance of screenings."
The PSAs will be featured on the CBS Television Network, CBS Radio, CBS Outdoor and across a wide range of CBS Interactive platforms. New York-Presbyterian will also promote the campaign internally and externally.
The 11-week sweepstakes campaign continues the long tradition at CBS Cares of effectively using humor to connect with viewers on serious health issues, a strategy developed in close consultation with medical experts who agree that health messages on important topics need to engage viewers in innovative ways.
"CBS is proud of CBS Cares' record of creatively tackling tough issues that impact the lives of millions of our viewers and are not always openly talked about, such as the life-saving potential of colorectal cancer screenings," said Martin Franks, executive vice president, planning, policy and government affairs for CBS Corporation. "By using humor to acknowledge some of the awkwardness surrounding an important medical screening, we expect to attract the attention of many viewers, which, in our opinion, is the foundation of a meaningful PSA campaign. We are pleased to be teaming up with New York-Presbyterian on this important and creative initiative."
The sweepstakes grand prize winner will receive a trip for two to New York City, including three nights at a hotel near Central Park and a free colonoscopy for the winner by Dr. Paul Miskovitz, a leading gastroenterologist and colon cancer expert at New York-Presbyterian Hospital/Weill Cornell Medical Center and clinical professor of medicine at Weill Cornell Medical College.
Of cancers affecting both men and women, colorectal cancer is the second leading cancer killer in the U.S. The disease is often preventable and, when detected early, highly curable. The U.S. Preventive Services Task Force recommends screening for individuals beginning at age 50 and continuing until age 75. Those at higher risk of developing colorectal cancer should begin screening at a younger age, and may need to be tested more frequently.
The sweepstakes ends March 31, and the winner will be selected by random drawing in early April. For complete details and official rules, go to www.CBSCares.tv.
To view the PSA and to learn more, visit www.CBSCares.tv.