Fashion statement

We’re not sure it will ever be fashionable to talk about colon cancer, but it’s a great cause. Now Heidi Klum has lent her lovely face to a print PSA to raise awareness for the screening and treatment of colon cancer.

The ad, from Mullen, features a headshot of Klum with copy running alongside the photograph. Partial copy reads, “Did you know that colorectal cancer, the second-leading cancer killer in the U.S., is curable 90% of the time when detected early? That it’s often preventable? That it affects as many women as men? ... Everyone 50 or older should be tested, and people with risk factors, like a family history of the disease, might need to be screened earlier.” The tagline is, “Be seen, be screened.” The headline reads, “Help us make it fashionable to talk about colon cancer.”

The campaign is a joint effort by the Entertainment Industry Foundation’s National Colorectal Cancer Research Alliance and Olympus.

—Posted by Lisa van der Pool

February 8, 2005 | Permalink