targeted by primary prevention)
Public participation in many preventive health programs is suboptimal.
While various interventions to increase participation have been studied,
the impact of a celebrity spokesperson on cancer screening has not been
rigorously examined. The Katie Couric's (TV anchor of NBC's Today Show)
March 2000 Today Show colorectal cancer awareness campaign (she had an
on-air colonoscopy after her husband Jay died of colorectal cancer) was
temporally associated with a 20% increase in colonoscopy use in 2 different
data sets (the Katie Couric effect). These findings suggest that
a celebrity spokesperson can have a substantial impact on public participation
in preventive care programsref.
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