Newest Broadcast PSA from Centers for Disease Control and Prevention and Entertainment Industry Foundation's National Colorectal Cancer Research Alliance Debuts This Summer

August 8, 2006 (Los Angeles, CA)Academy Award-winning actress Diane Keaton urges people to get tested for colon cancer in a new broadcast public service announcement (PSA) launching this summer. Co-produced by the Centers for Disease Control and Prevention (CDC) and the Entertainment Industry Foundation's National Colorectal Cancer Research Alliance (EIF's NCCRA), which was co-founded by Katie Couric, the PSAs are part of the CDC's Screen for Life: National Colorectal Cancer Action Campaign. This initiative is a multi-year effort to educate Americans about the importance of regular colorectal cancer screening for men and women age 50 and over.

Keaton had strong personal motivation for appearing in the campaign; the disease claimed the life of her beloved grandmother, 'Grammy Keaton.' Though largely preventable through screening, colorectal cancer is second only to lung cancer as the leading cause of cancer deaths in the U.S. Many people have not been tested; according to CDC research, a staggering 41 million Americans have not been screened appropriately for this cancer. The PSA addresses screening issues head on. Keaton alternates between a subdued tone, speaking poignantly about her grandmother; and an exuberant one, flashing her trademark smile. "Just get screened…If I can do it, you can do it; how's that for a deal?" says Keaton, who has been tested for the disease.

This is the second year that EIF's NCCRA has joined forces with the CDC on the Screen for Life campaign. "The CDC's public health messages have unparalleled credibility, and the entertainment industry can deliver them in the most compelling way possible - so it's a great match," said EIF President and CEO Lisa Paulsen.

"When Katie Couric asked me to help, she mentioned she had received letters from people who saw her PSAs, got screened, and feel she saved their lives…and I thought, I have to do this!" Keaton said.

"Diane Keaton is an American icon," Paulsen continued. "It's our experience that when someone of her stature speaks, people pay attention. We're very grateful to Diane for volunteering her time to participate, and to Brett Froomer of Radical Media, who did a wonderful job directing the PSA." The CDC and the National Association of Broadcasters will distribute the PSA to more than 1300 TV stations across the country.

The first collaboration of the CDC/EIF/NCCRA partnership was a 2005 broadcast PSA featuring Academy award-winning actor Morgan Freeman, as well as print PSAs and airport dioramas featuring NCCRA Co-Founder Katie Couric. For more information or to view the PSAs, visit CDC's Screen for Life Web site at www.cdc.gov/screenforlife or the EIF Web site at www.eifoundation.org. For more information in English or Spanish about colorectal cancer screening and prevention, call 1-800-CDC-INFO.

Centers for Disease Control and Prevention (CDC)
The CDC is a leader in nationwide cancer prevention and control, working with national organizations, state health agencies and other key groups to develop, implement and promote effective cancer prevention and control practices. CDC's goal is to encourage colorectal cancer prevention and early detection by building partnerships, promoting screening, supporting education and training, and conducting surveillance and research.

Entertainment Industry Foundation (EIF)
The Entertainment Industry Foundation, as the leading charitable organization of the entertainment industry, harnesses the collective power of the entire industry to raise awareness and funds for critical health, educational and social issues in order to make a positive impact in our community and throughout the nation.

National Colorectal Cancer Research Alliance (NCCRA)
EIF's NCCRA is dedicated to the eradication of colon cancer by promoting education about the importance of early medical screening and funding cutting-edge research to develop better tests, treatments and, ultimately, a cure. The NCCRA was co-founded by journalist Katie Couric, cancer activist Lilly Tartikoff, and the Entertainment Industry Foundation in 2000. As a result of the attention focused on colorectal cancer since the NCCRA was established, the number of colonoscopy screenings has increased almost 20 percent, a phenomenon dubbed the "Couric Effect" by the University of Michigan researchers who documented it.

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Contact:
Judi Ketcik
Entertainment Industry Foundation
818.505.2649