I'd like to know the start date for an EIF/CDC campaign for colon
cancer detection that shows Katie Couric in a picture stating "are you
the picture of health?"  Its a billboard/magazine/possibly TV ad
campaign, and I'd like to know the year and date that it started.  I
know Katie Couric has been working on this cause for many years, but
I'm only interested in knowing what year and month this particular
slogan came into use.  Thank you.

Hello again Maricich,

The ?Are you a Picture of Health? slogan was launched in the fall of 2005.
Picture of Health (2005)

Scroll down to the center of the page to see the posters 
http://www.cdc.gov/cancer/colorectal/what_cdc_is_doing/sfl/print_materials.htm


EIF Press Release: October 18, 2005

 ?The NCCRA was co-founded by journalist Katie Couric, cancer activist
Lilly Tartikoff, and the Entertainment Industry Foundation. Ms. Couric
has appeared in several PSAs to educate people on ways to prevent and
successfully treat this disease. The most recent one was a print PSA,
part of a Centers for Disease Control/ NCCRA collaboration, that asked
consumers "Are you the picture of health?"
http://hungerfreeamerica.com/national/nccra/press/article2005-10-18.html


?In Fall of 2005, the NCCRA and Olympus unveiled a new Public Service
Announcement (PSA) featuring actor Dennis Quaid that is designed to
raise awareness about colorectal cancer. In the PSA, which is the
latest element of the ?Be Seen, Be Screened? campaign launched by
Katie Couric at Olympus Fashion Week a year earlier, Quaid asks, ?Are
You the Picture of Health?? Many national publications have joined in
this awareness effort by donating space to run the PSA, among them
Time Magazine, Men?s Health, Prevention, Ladies Home Journal, People
and Entertainment Weekly.?
Olympus America Inc.
http://www.olympusamerica.com/msg_section/msg_colorectal_cancer6.asp



Search terms:
"Are you the picture of health" Couric 
"Are you the picture of health" Couric campaign launched



I hope the information provided is helpful!

Best regards,
Bobbie7

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Request for Answer Clarification by maricich-ga on 11 Sep 2006 11:48 PDT

Bobbie,

Thanks for your help, as always.  This is still a little unclear
though-- it says that "be seen, be screened" started a year earlier in
the EIF press release.  Was there a specific launch date for the
"picture of health" campaign?  This seems unclear.

Thanks!

---

Clarification of Answer by bobbie7-ga on 11 Sep 2006 12:22 PDT

Dear Maricich,

The Be Seen, Be Screened campaign was launched in  February 2004.

?Katie Couric, Heidi Klum, Fern Mallis, Jonathan Tisch and others
appeared at an opening day press conference to kick off Olympus
Fashion Week today, highlighting the Be Seen, Be Screened campaign.
The initiative, launched in February 2004 by Olympus and the
Entertainment Industry Foundation's National Colorectal Cancer
Research Alliance (EIF's NCCRA), draws on the fashion industry to help
educate Americans about the importance of medical screening in
combating colorectal cancer, this country's second-leading cancer
killer of men and women combined.?
http://nccra.org/national/nccra/press/article2005-02-04.html

The latest element of the ?Be Seen, Be Screened? campaign was ?Are You
the Picture of Health?? This PSA was unveiled in the Fall of 2005.

?In Fall of 2005, the NCCRA and Olympus unveiled a new Public Service
Announcement (PSA) featuring actor Dennis Quaid that is designed to
raise awareness about colorectal cancer. In the PSA, which is the
latest element of the ?Be Seen, Be Screened? campaign launched by
Katie Couric at Olympus Fashion Week a year earlier, Quaid asks, ?Are
You the Picture of Health?? Many national publications have joined in
this awareness effort by donating space to run the PSA, among them
Time Magazine, Men?s Health, Prevention, Ladies Home Journal, People
and Entertainment Weekly.?
Olympus America Inc.
http://www.olympusamerica.com/msg_section/msg_colorectal_cancer6.asp


On this page the poster  ?Are you a Picture of Health?  is shown  with
2005 right next to it.

Picture of Health (2005)
black and white ad - 3 sizes
(PDF-978K)
http://www.cdc.gov/cancer/colorectal/what_cdc_is_doing/sfl/print_materials.htm

It appears the ?Are you a Picture of Health? slogan was launched in
the fall of 2005.

I hope this clear things up!

Best regards, 
Bobbie7

---

Clarification of Answer by bobbie7-ga on 12 Sep 2006 16:15 PDT

Dear Maricich,

On March 14, 2005 the director of the Centers for Disease Control and
Prevention, Dr. Julie Gerberding, talks with "Today" host Katie Couric
about the importance of screening to prevent colon cancer.
Today show
http://www.msnbc.msn.com/id/7182586/

Click on the word "launch" under the Poster.

You'll see the poster in the background in the video.

It appears the slogan was being used before March 14th 2004.

If I find more information I will post it here.

Sincerely, 
Bobbie7

Thanks, as always!