• by Les Luchter , July 14, 2025

The nonprofit Colorectal Cancer Alliance, armed with recent research showing “alarming gaps in knowledge and misconceptions” about the disease among Hispanics, is launching its first-ever Spanish-language PSA campaign.

Titled “Preventable,” the campaign includes a TV spot in :60, :30, :20, and two :15 versions, as well as:60, :30, :20 and :15 radio spots.  English-language TV and radio spots in the same lengths are also available. 

Showing people in scenes of humorous mishaps, the PSAs note that “some things in life are preventable,” adding that “colon cancer is common and deadly, but that’s also preventable.” The advice: “Talk to your doctor about the colon cancer options available to you.”

The Alliance cites an “urgent need for targeted education and outreach” based on a commissioned Wakefield Research survey which found that just 38% of Hispanics -- versus 52% of whites  -- were aware that colorectal cancer is often not detected until its late stages, due to its mild symptoms; that only  36% of Hispanics understood that colorectal cancer is one of the most preventable cancers, compared to 46% of whites; and that Hispanics “showed more difficulty when deciphering colonoscopy myths and facts, with 34% answering three or more statements incorrectly, higher than white adults at 23%.”

“This lack of awareness can be deadly,” the Alliance says, “especially with Hispanics already at a higher risk for the disease.” The group cites National Cancer Institute statistics showing colorectal cancer as a leading cause of cancer death among Hispanics, with their incidence of early-onset tumors rising more rapidly than others, as well as Hispanics being less likely to get screened for the disease.

“We’re deeply committed to reaching underserved communities with lifesaving prevention education and awareness,” Angie Lawry, the Alliance’s chief marketing & communications officer, said in a statement.  “Launching this new PSA in both English and Spanish expands our reach and strengthens our efforts to increase screening rates and end colorectal cancer.”

Lawry tells Marketing Daily that the PSAs should start running in the next two to three weeks and that, due to the addition of Spanish-language media, “we expect to meet or exceed our past campaign success.”

Over two-and-a-half years of tracking, the past PSAs accounted for over $100 million  in donated ad inventory, nearly 400,000 airings and over 2 billion impressions, with “airings on Peacock, Paramount+, Philo, and TV and radio network affiliates in all U.S. media markets,” she says.

The Alliance’s campaign creative is handled by Motion Projects in partnership with BOOM Broadcast, which also distributes the PSAs.

Their previous efforts include last year’s “Things You Hear,” which stressed the many ways in which the Alliance provides support to those affected by colon and rectal cancer.