For millions of Americans, discussing colorectal cancer screening remains a deeply uncomfortable and often avoided topic. Yet, with nearly 60 million individuals across the United States remaining unscreened, healthcare organizations and public health advocates continually search for innovative, approachable ways to break down the stigma. Stepping up to address this critical public health challenge, healthcare company Abbott has launched a creative, baseball-themed bilingual advertising campaign aimed at encouraging adults aged 45 and older to take charge of their health through regular screenings.
The newly unveiled campaign, aptly titled "Mind Your Behind," leverages the cultural reach of America’s pastime to spotlight the Cologuard Plus test, a non-invasive, at-home screening tool designed to detect colorectal cancer. To bridge cultural and linguistic divides, the campaign features baseball legend Albert Pujols, who was born in the Dominican Republic and achieved historic status with 703 major league home runs, alongside current Seattle Mariners star catcher Cal Raleigh. By combining sports culture, lighthearted humor, and vital health messaging, the initiative seeks to normalize conversations around a subject that many traditionally brush aside.
According to Jake Orville, Abbott’s Senior Vice President of Cancer Diagnostics, the strategy behind the campaign is rooted in making a serious medical necessity feel approachable. Colorectal cancer screening is undeniably a serious matter, Orville noted, but the way we talk about it does not always have to be intimidating. The objective of the campaign is to make screening significantly easier to discuss and, more importantly, much easier for eligible adults to act upon before it is too late.
About the Baseball Campaign for Colon Cancer Screening
The "Mind Your Behind" campaign playfully leans into a familiar aspect of baseball culture: the long-running joke or observation regarding fans’ and players’ fascination with the physical positioning and backsides of athletes on the field. By turning this lighthearted cultural observation into a clever double entendre, the campaign pivots public attention from the baseball diamond toward the vital necessity of early detection and colorectal cancer prevention.
For Albert Pujols, lending his voice and star power to the initiative was a personal decision driven by a desire to impact public health within his community and beyond. Acknowledging that colorectal cancer is not a comfortable dinner table topic for most people, Pujols emphasized that utilizing a touch of humor can go a long way. If a bit of lighthearted marketing gets people in his age group thinking about their health and discovering a test that seamlessly fits into their everyday lives and can be completed right at home, he believes it is a profoundly positive step forward.
The campaign specifically highlights the Cologuard Plus test, positioning it as a preferred stool-based screening option that adults can perform every three years. Designed for convenience, the test can be used comfortably at home in approximately 15 minutes. Once completed, the sample is shipped to a laboratory for analysis, requiring no special physical preparation or burdensome dietary changes prior to use.
Cal Raleigh, whose position as a catcher puts him squarely in the middle of the baseball humor the campaign taps into, echoed these sentiments. He noted that the initiative provides a fun, engaging way to redirect fans’ attention from standard athletic observations to a health matter of far greater consequence.
Colon Cancer in Latinos
While colorectal cancer impacts populations across the board, the burden is particularly acute within specific demographics, making bilingual outreach essential. Medical statistics show that colon cancer is currently the second-leading cause of cancer death among Latino men and ranks as the third-leading cause among Latinas. Furthermore, geographic disparities often compound these risks. In Bexar County, Texas, for instance, more than half—specifically 57 percent—of all colorectal cancers are diagnosed at a late stage, a proportion notably higher than in many other counties across the state.
Medical experts emphasize that recognizing early warning signs is vital, though symptoms can frequently be misinterpreted. Common indicators of colorectal cancer include blood in the stool, persistent constipation, and abdominal pain. Because these symptoms frequently overlap with other, far more common ailments that are more likely to affect younger individuals than cancer, older adults often dismiss them or delay seeking professional medical evaluation.
Reflecting on his own life stage and health priorities, Pujols stressed the importance of proactive measures. Taking care of his health has consistently remained a top priority, he explained, and now that he has entered his mid-40s, scheduling regular colorectal cancer screening has become an essential part of that ongoing effort. Adults seeking to learn more about the screening process or requesting a kit can visit Cologuard.com, with dedicated Spanish-language resources available at Cologuard.com/prueba.
The Importance of Clinical Trial Participation
Addressing serious medical conditions like cancer requires a community-wide effort, particularly when dealing with diseases that disproportionately affect beloved family members, including abuelos, mothers, and fathers. Public health advocates point out that active participation in clinical trials represents a powerful way to fight for one’s family and contribute to medical science.
Clinical trials are specialized research studies designed to help medical professionals discover new ways to slow down, manage, and effectively treat cancer, dementia, and a wide array of other health conditions. These scientific advancements benefit not only current patients but also lay the groundwork for healthier futures for younger generations. However, without adequate and diverse volunteer participation, new treatments and screening methods risk missing the specific populations that need them most.
Dr. Amelie Ramirez, director of Salud America! and the Institute for Health Promotion Research at UT Health San Antonio, underscored the profound value of community involvement in research. Volunteers participating in clinical trials are not only taking active steps to help themselves, Dr. Ramirez noted, but they are also actively building a future characterized by potentially superior treatments capable of protecting their families for years to come.
Individuals interested in exploring research opportunities can access the Salud America! clinical trials platform to find ongoing studies, read inspirational stories from volunteer heroes, and gather more details. For those residing in the San Antonio area, the Mays Cancer Center at UT Health San Antonio offers a dedicated Find a Clinical Trial database where local residents can review available studies and specific eligibility requirements. On a broader, national scale, patients and advocates can search clinicaltrials.gov to locate studies operating within their local communities.
