The Society will extend its agreement with CBS HealthWatch™ for a colorectal cancer awareness campaign during the coming year, Public Relations Committee Chair Dr. Harry T. Papaconstantinou, Temple, TX, announced. Last year’s campaign kicked off March 1, 2010, and continued for 12 weeks, reaching approximately 40% of the U.S. in 17 major markets, according to CBS.
ASCRS attracted several supporters for the campaign, including Ethicon Endo-Surgery. Hospitals in many major cities cooperated with CBS, creating TV presentations carried in local markets. These presentations were available for viewing in the registration area during the Minneapolis Annual Meeting. “The partnership has given the Society excellent exposure and increased awareness of colorectal cancer and gastrointestinal diseases,” Dr. Papaconstantinou says.
CBS reports that 600 outlets signed on for the live Webchat from the Annual Meeting, creating a total of 687,500 day of Web impressions. In addition, over 700 colorectal cancer public service announcements aired across the markets for an additional 29 million impressions.
The campaign also included in-market events, press releases, social media, extensive local television news coverage, custom CBS HealthWatch branded announcements, and a dedicated CBS HealthWatch “Colorectal Cancer/Digestive Disease” online section. A grand total of achieved impressions was 203,250,000, CBS says.
In addition to ASCRS, the Mayo Clinic, the U.S. Centers for Disease Control and Prevention, the National Colorectal Cancer Research Alliance, and the Jay Monahan Center for Gastrointestinal Health joined CBS HealthWatch as campaign partners. Campaign events included an educational clinic hosted by Cleveland Clinic Florida, led by ASCRS President-elect Dr. Steven D. Wexner, Weston, FL.
Dr. Papaconstantinou and Carolé Dacey-Young, CBS Television’s Director, Healthcare Strategy, organized the live 60-minute Webchat, with funding and sponsorship by Ethicon Endo-Surgery, Inc.
President Dr. David E. Beck New Orleans, LA, and Katie Couric, Anchor and Managing Editor of the CBS Evening News, introduced the Webchat from the ASCRS exhibit floor in Minneapolis. The Webchat featured Drs. Michael L. Arvanitis, Shrewsbury, NJ, George J. S. Chang, Houston, TX, Roberta L. Muldoon, Nashville, TN, Deborah A. Nagle, Boston, MA, Larissa K. F. Temple, New York, NY, and Scott R. Steele, Fort Lewis, WA, who answered questions from the online audience.