Colon cancer is the second deadliest cancer, according to the ACS?s Cancer Facts & Figures 2001. Yet, if detected early, colon cancer is almost always curable. The ACS has targeted colon cancer as a top priority.

Both the American Cancer Society and Pharmacia believe that recent treatment advances, as well as the number of clinical trials now available to people with all stages of the disease, are reasons to hope that the tide is turning in the fight against colon cancer.

"The opportunity to save lives through simple testing is enormous," says Harmon J. Eyre, MD, the ACS? Chief Medical Officer. "Today, only one-third of colon cancers are detected at the earliest stage, while only one in four adults over the age of 50 have been tested recently for the disease. And while 72 percent of older adults admit being aware of colorectal cancer, fewer than 30 percent are aware that the disease can be detected early. An additional 30 percent don?t even know colon cancer testing is available," he says.

Pharmacia Oncology, a division of Pharmacia Corporation, along with the Pharmacia Foundation, have agreed to contribute $5 million over a three-year period to assist the ACS in a comprehensive public awareness program designed to improve awareness of early detection options, reach out to the health care provider community and to help enact legislation that ensures more Americans have access to colon cancer testing.

That program includes nationwide advertising promoting early detection. The Society?s "Things To Do Now That I?m 50" campaign features a blend of humor and common sense, showcasing a mix of celebrities such as basketball hall-of-famer Julius "Dr. J." Erving and fashion designer Vera Wang, along with "real" people like California helicopter pilot Jim Ybarra. All have actually been tested for colon cancer.

"We must motivate people to act, get tested, and to learn about exciting recent advances," says Gabe Leung, Group Vice President, Global Oncology Franchise, Pharmacia Oncology.

"Our goal at Pharmacia, which we share with the American Cancer Society and with hundreds of thousands of people touched by colon cancer across the country, is to save lives and reduce suffering. The prevention and treatment of colorectal cancer requires that education, access and coverage be available to all," he says.

The print ads, which were pilot-tested last year, will hit the newsstands in time for March ? National Colorectal Cancer Awareness Month ? in many publications. The ads are intended for men and women, age 50 and over. ACS guidelines recommend that people of average risk begin regular testing for colon cancer starting at age 50.

"The American Cancer Society estimates that this year more than 130,000 people will be newly diagnosed with colon cancer," says Eyre. "Another 56,000 will die needlessly from the disease, which if detected early, is almost always curable," he says.

The awareness strategy aims to extend the "get tested for colon cancer" message. In addition to the ads, the program includes public education, clinical peer-to-peer communication and community-based outreach activities.

Pharmacia Corporation, headquartered in Peapack, New Jersey, is a global pharmaceutical and health care corporation created through the merger of Pharmacia & Upjohn and the Monsanto Company.