Stand Up To Cancer launched a campaign Tuesday in collaboration with digital health company Rally Health Inc. featuring sportscasters in a series of public service announcements encouraging people to make healthy choices to reduce their risk of developing cancer.

The “Make the Healthy Call” campaign incorporates broadcast, print and digital PSAs featuring CBS Sports’ James Brown and Bill Cowher, as well as digital and print PSAs featuring TNT’s Charles Barkley and Ernie Johnson, with additional PSAs to follow in 2021.

“The pandemic’s impact on the sports community has been challenging to say the least,” said Stand Up To Cancer co-founder Lisa Paulsen. “But the strength, passion and resiliency of this community is second to none. While we’ve certainly missed game days, it’s wonderful to have our incredible Stand Up To Cancer Ambassadors lend their voice during this difficult time to empower fans to take control of their personal health.”

In addition to highlighting everyday ways to reduce cancer risk, the campaign directs the public to to take a pledge to get screened for cancer. When taking the online pledge, users are provided with a personalized list of screenings, such as cervical or colon cancer screening, as well as preventive care options and tips for healthy living.

“The COVID-19 pandemic has underscored how critical it is for all of us to maintain a healthy lifestyle,” Brown said. “Making healthy choices is key to overall well-being. That is why I’m so passionate, now more than ever, to join Stand Up To Cancer and Rally to highlight the importance of healthy behaviors and preventive cancer screening.”

Cancer screenings can help identify a cancer diagnosis early, before symptoms appear, which can save lives. The U.S. Preventive Services Task Force recommends regular screenings for certain types of cancers, including cervical, breast and colon cancers.

“Early screening and detection can be a vital tool in saving lives by catching cancer before it progresses and we are immensely grateful for our ongoing collaboration with Rally Health,” said Sung Poblete, CEO of Stand Up To Cancer. “Since screenings were delayed in the early days of the pandemic, it’s now more important than ever for people to prioritize having a conversation about preventive cancer screenings with their physician.”

Stand Up To Cancer, a division of the Entertainment Industry Foundation, was established in 2008 to raise funds to accelerate the pace of research to get new therapies to patients quickly and save lives. As of August, more than 1,950 scientists representing more than 210 institutions are involved in SU2C-funded research projects.

Current members of the nonprofit’s Council of Founders and Advisors include Katie Couric and former studio chief Sherry Lansing.

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