Newest Broadcast PSA from Centers for Disease Control and Prevention and Entertainment Industry Foundation's
National Colorectal Cancer Research Alliance
Debuts In March for Colorectal Cancer Awareness Month

March 2007 (Los Angeles, CA) - Award-winning actor Jimmy Smits urges people to get tested for colon cancer in a new broadcast public service announcement (PSA) launching in March in conjunction with National Colorectal Cancer Awareness Month. Co-produced by the Centers for Disease Control and Prevention (CDC) and the Entertainment Industry Foundation's National Colorectal Cancer Research Alliance (EIF's NCCRA), which was co-founded by Katie Couric, the PSA is part of the CDC's Screen for Life: National Colorectal Cancer Action Campaign. This initiative is a multi-year effort to educate Americans about the importance of regular colorectal cancer screening for men and women age 50 and over.

Smits is motivated to educate Americans, especially Hispanic-Americans, about the importance of screening for the disease. Colorectal cancer affects both men and women, and is the second most common cause of cancer death in the U.S., with only 10 percent of people who are diagnosed with the most advanced stage of cancer (once it has spread from the colon to organs such as the liver and lungs) surviving five years. Yet when detected early, it is among the most treatable of all cancers, with a 90 percent survival rate. Screening also allows for the detection and removal of pre-cancerous growths, called polyps, thus preventing the development of colorectal cancer.

The Hispanic/Latino community is the fastest-growing segment of the U.S. population. In 2003, the most recent year for which data are available, 7,761 Hispanics in the U.S. were diagnosed with colorectal cancer. This cancer is the second leading cancer killer for Hispanic-Americans as well as for the non-Hispanic population. Unfortunately, Latinos are more likely than non-Hispanic whites to be diagnosed with advanced disease, when it is more difficult to treat. And the percentage of Hispanics who should be screened, who actually get screened, is lower than the general population.

Smits addresses the screening issue head-on in the PSAs, produced in both English and Spanish. The actor sits in an empty theatre screening room to talk about a real life screening that can find cancer early, when treatment often leads to a cure. "Get screened. I did. It could save your life," says Smits.

"I have always admired what Katie Couric has done to educate the public about what we can do to fight this disease. When I recently heard some colon cancer survivors talk about how hearing Katie had empowered them to get tested, it motivated me to try to help, too," says Smits. "I hope my participation in this campaign encourages more people to get screened."

"We are so grateful for Jimmy Smits' support. He is a well-respected and beloved actor, especially among the Hispanic community." said EIF President and CEO Lisa Paulsen. The CDC and the National Association of Broadcasters will distribute the PSA to more than 1,300 TV stations across the country.

This is the third year that EIF's NCCRA has joined forces with the CDC on the Screen for Life campaign. The group has also produced two other broadcast PSAs featuring Academy award-winning actors Morgan Freeman and Diane Keaton, as well as print PSAs and airport dioramas featuring NCCRA Co-Founder Katie Couric. "We are proud to have a long-term partnership with the CDC because their public health messages have unparalleled credibility and reach, and the entertainment community can deliver these messages in the most compelling way - so it's a great match," said Paulsen.

For more information or to view the PSAs, visit CDC's Screen for Life Web site at www.cdc.gov/screenforlife or the EIF Web site at www.eifoundation.org. For more information in English or Spanish about colorectal cancer screening and prevention, call 1-800-CDC-INFO.

Click here to view the Video PSA in English or Spanish

Centers for Disease Control and Prevention (CDC)
The CDC is a leader in nationwide cancer prevention and control, working with national organizations, state health agencies and other key groups to develop, implement and promote effective cancer prevention and control practices. CDC's goal is to encourage colorectal cancer prevention and early detection by building partnerships, promoting screening, supporting education and training, and conducting surveillance and research.

Entertainment Industry Foundation (EIF)
The Entertainment Industry Foundation, as a leading charitable organization of the entertainment industry, harnesses the collective power of the entire industry to raise awareness and funds for critical health, educational and social issues in order to make a positive impact in our community and throughout the nation.

National Colorectal Cancer Research Alliance (NCCRA)
EIF's NCCRA is dedicated to the eradication of colon cancer by promoting education about the importance of early medical screening and funding cutting-edge research to develop better tests, treatments and, ultimately, a cure. The NCCRA was co-founded by journalist Katie Couric, cancer activist Lilly Tartikoff, and the Entertainment Industry Foundation in 2000. As a result of the attention focused on colorectal cancer since the NCCRA was established, the number of colonoscopy screenings has increased almost 20 percent, a phenomenon dubbed the "Couric Effect" by the University of Michigan researchers who documented it.

Contact:
Judi Ketcik
Entertainment Industry Foundation
213.240.3920