In March of 2000 Today show host Katie Couric underwent a colonoscopy.

Just a short two years prior

Couric’s husband Jay Monahan died of colon cancer. The colonoscopy Couric underwent was used as
both a preventative screening for colon cancer and to bring awareness to the deadly disease. Couric
used both her celebrity status and relatable appeal to bring light upon colon cancer. Campaigns like this
are common among celebrities.

Major League Baseball uses the Home Run Challenge to encourage men to get prostate exams in order
to prevent prostate cancer. The Home Run Challenge is endorsed by Gillette and many former major
league players like Ozzie Smith. The Home Run Challenge is every Father’s Day and provides fan’s with
an informational card about prostate cancer. The goal is to challenge men to know the risks, see their
doctor’s and tell their friends, coworkers and families.

“The Lazarus Effect” is a term that references the biblical story of Lazarus and his resurrection.
The term has been used broadly to describe the transformative effect of antiretroviral medicine
on those living with HIV. A person dying from AIDS can regain their strength and vitality in as
few as 40 days after gaining access to antiretroviral pills that cost just 40 cents a day. The
campaign, including the documentary, draws attention to the impact of increased access to this
medicine during the past decade and the hope it has brought to millions of people.

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