If you are 45 or older, healthcare experts say it is time to step up to the plate and prioritize your health by getting screened for colon cancer. That is the driving message behind a new, baseball-themed bilingual ad campaign launched by Abbott to promote the Cologuard Plus test, an at-home screening tool designed to detect colorectal cancer early.
The campaign, titled “Mind Your Behind,” brings together baseball royalty in an effort to destigmatize conversations around preventative health. It features Major League Baseball legend Albert Pujols, who was born in the Dominican Republic and hit 703 home runs during a legendary career, alongside current Seattle Mariners catcher Cal Raleigh. By injecting humor and sports culture into a traditionally uncomfortable topic, the campaign aims to bridge communication gaps and encourage millions of Americans to take proactive steps regarding their health.
Jake Orville, Abbott’s Senior Vice President of Cancer Diagnostics, emphasized the deliberate shift in tone for the initiative. Colorectal cancer screening is undeniably a serious medical matter, Orville noted, but the way society talks about it does not always have to be intimidating or overly clinical. The primary goal of the initiative is to make screening easier to discuss with family and friends, and more importantly, much easier for adults to take action on before symptoms arise.
About the Baseball Campaign for Colon Cancer Screening
The "Mind Your Behind" campaign leans heavily into a playful, "cheeky" premise, acknowledging the lighthearted fascination baseball fans often have with players’ backsides, and ingeniously redirecting that attention toward the vital importance of colorectal cancer screening. This messaging comes at a critical time, as nearly 60 million Americans remain unscreened for colorectal cancer, missing crucial windows for early detection and prevention where treatment is most effective.
Albert Pujols stepped forward to lend his massive platform to the campaign precisely because the subject matter is frequently avoided. Acknowledging that colorectal cancer is not something people naturally bring up in casual conversation, Pujols expressed hope that a little bit of humor would get adults in his age demographic thinking seriously about their health. He stressed the value of making people aware of screening methods that fit seamlessly into their everyday lives and can be completed entirely at home.
The campaign specifically highlights the Cologuard Plus test as a preferred stool-based screening option that adults can use every three years, provided they are at average risk. The process is designed for convenience, allowing users to complete the test at home in about 15 minutes without any special preparation, dietary restrictions, or invasive procedures, before mailing the sample directly to a lab for results.
Cal Raleigh echoed these sentiments, noting that the campaign serves as a fun and effective vehicle to transition fans’ attention from the lighter side of the sport to a matter of life and death. By leveraging their visibility on the diamond, athletes like Raleigh and Pujols hope to dismantle the embarrassment and hesitation that often delay life-saving medical procedures.
Colon Cancer in Latinos
While colorectal cancer impacts people across all demographics, the burden is particularly heavy within specific communities. According to health data, colon cancer stands as the second-leading cause of cancer death among Latino men and ranks as the third-leading cause among Latinas, highlighting an urgent need for targeted health outreach and accessible screening tools.
Geographic disparities also compound the issue. In Bexar County, Texas, more than half, or 57 percent, of colorectal cancers are diagnosed at a late stage. This late-stage diagnosis rate is notably higher than many other counties across the state, underscoring systemic barriers to early screening, healthcare access, and awareness within local populations.
Medical professionals point out that the symptoms of colorectal cancer can easily be misinterpreted or dismissed. Common warning signs include blood in the stool, persistent constipation, and abdominal pain. Unfortunately, these symptoms frequently overlap with other minor ailments and digestive issues that are common in younger people or less severe conditions, leading individuals to ignore them until the disease has progressed significantly.
Reflecting on his own milestone years, Albert Pujols emphasized that taking care of health has always been a personal priority. Now in his mid-40s, he noted that routine colorectal cancer screening has become an integral part of that ongoing commitment. For individuals looking to take the next step, Abbott notes that adults can request a kit and learn more by visiting the official Cologuard website, with Spanish-language resources and information readily available at Cologuard.com/prueba.
The Importance of Clinical Trial Participation
Addressing complex diseases like cancer requires a community-wide effort, as illnesses frequently impact abuelos, mothers, fathers, and others cherished within the family unit. Public health advocates emphasize that participating in clinical trials is a powerful way to fight back for one’s familia, helping researchers develop better tools to manage, treat, and eventually conquer serious health conditions.
Clinical trials are scientific studies that help researchers gather data to slow and treat cancer, dementia, and a wide array of other health conditions for current and future generations. However, healthcare leaders point out that without diverse volunteers stepping forward for clinical trials, the resulting medical advancements may fail to adequately serve or benefit minority and high-risk groups.
Dr. Amelie Ramirez, director of Salud America! and the Institute for Health Promotion Research at UT Health San Antonio, highlighted the dual benefit of these studies. Volunteers who participate in clinical trials are not only taking an active role in managing their own health outcomes, Dr. Ramirez noted, but they are also building a bridge toward a future with potentially superior medical treatments that can protect their children and broader family networks.
Individuals seeking research opportunities based in the San Antonio area can utilize the Mays Cancer Center at UT Health San Antonio’s Find a Clinical Trial database to explore available studies and review specific eligibility requirements. For those searching on a national scale, clinicaltrials.gov serves as a comprehensive portal to locate ongoing trials operating in local communities across the country.
