Stand Up To Cancer (SU2C), a program of the Entertainment Industry Foundation (EIF), has teamed up with Eli Lilly and Company on a new colorectal cancer public service announcement (PSA) featuring actor and SU2C Ambassador Greg Kinnear.

The PSA will begin airing in March during National Colorectal Cancer Awareness Month.

The PSA, entitled “You Are Your Most Powerful Advocate,” is designed to raise awareness about the importance of patient empowerment and knowledge of personalized colorectal cancer treatments matched to the genetic and molecular makeup of the patient’s tumor.

According to the Centers for Disease Control and Prevention (CDC), colorectal cancer (cancer of the colon or rectum) is the second leading cancer killer of men and women combined, and the third most common form of cancer in the United States. In 2016, about 135,000 people in the U.S. will be diagnosed with colorectal cancer, and it will claim the lives of almost 50,000.

The PSA encourages colorectal cancer patients to visit to learn more about how testing for the genetic and molecular characteristics of their own individual colorectal cancer, may help patients with their doctors select safer, more effective treatment.

The PSA, featuring Kinnear looking directly at the viewer, encourages colorectal cancer patients to seek personalized information about their tumors, stating, “Research shows that knowing the genetic and molecular makeup of your colorectal tumor may lead to safer, more effective treatment, just for you.”

“When my late husband Jay was diagnosed with colorectal cancer more than 18 years ago, the first-line treatment was the same drug that had been used since the 1950s, which was so frustrating,” added SU2C co-founder Katie Couric. “There are better options now, so making people aware of research-driven progress is incredibly important to me.”

“I’m proud to help Stand Up To Cancer and their supporter Lilly Oncology raise awareness for colorectal cancer,” said award-winning actor Kinnear. “Through this PSA campaign, we want people to realize they are their most powerful advocates. If diagnosed with colorectal cancer, it is important to ask questions, be informed and to know the makeup of your tumor to help you and your doctor decide on the best possible treatment.”

“We’re honored to have Greg Kinnear join Stand Up To Cancer and our collaborator Lilly Oncology in bringing attention to this critical initiative,” said Lisa Paulsen, co-founder of Stand Up To Cancer and CEO of the Entertainment Industry Foundation. “With the progress being made in cancer research and the capability to personalize your treatment, patients have to be armed with the right information to make smart decisions regarding their treatment choices.”

“Lilly Oncology is excited to be part of this important initiative, helping to educate and empower people with CRC to get their tumor tested, which can lead to a treatment plan that’s right for them,” said Newt Crenshaw, vice president of Lilly Oncology.

Lilly Oncology has also teamed up with four colorectal cancer patient advocacy groups to further spread the word. They are: Colon Cancer Alliance, Fight Colorectal Cancer, Michael’s Mission and Susie’s Cause.

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