Take the Drama Out of Colon Cancer Screening with a Telenovela

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Colon cancer screening doesn’t have to be dramatic.

That’s the message that Abbott is promoting in their new Spanish-language campaign for Cologuard Plus®.

Gabriela Spanic, award-winning actress, model, writer, and singer, stars in the campaign that uses telenovelas and culturally relevant storytelling to make a difficult conversation about colon cancer screening more approachable and less dramatic.

“The need is urgent. When colon cancer is found early, 90% of patients survive five years or more after diagnosis,” according to the press release from Abbott.

About the Campaign on Colon Cancer Screening

While the campaign has a humorous, telenovela style, Spanic also delivers an important message: “Although life can be dramatic, getting screened doesn’t have to be.”

“In our community, there are important health issues we don’t always talk about—colon cancer screening is one of them,” Spanic said.

The campaign also features the FDA-approved Cologuard Plus test, a non-invasive option that adults aged 45 and older at average risk can complete at home without special preparation or dietary changes.

The test detects 95% of colorectal cancers, similar to a colonoscopy (as seen in separate studies).

Once prescribed by a healthcare provider, it is shipped directly to the patient’s home and can be completed on the patient’s own schedule, before being mailed back to the laboratory.

“Starting that conversation could help someone you love take action and get screened. I’m proud to partner with Abbott to remind people that screening can be simple and that early detection could help save a life,” Spanic said.

Colon Cancer in Latinos

Colon cancer is the second-leading cause of cancer death among Hispanic men and the third-leading cause among Hispanic women.

In Bexar County, more than half (57%) of colorectal cancers are diagnosed at a late stage, higher than many other Texas counties.

Symptoms of colorectal cancer include blood in the stool, constipation, and abdominal pain — common symptoms found in other ailments that are more likely to affect younger people than cancer.

“Everyone deserves access to information that helps them make informed decisions about their health,” said Peter Wood, vice president, screening, Abbott’s cancer diagnostics business.

“We hope this campaign turns greater awareness into action by encouraging more Hispanic adults to ask their healthcare provider about Cologuard Plus and get screened for colon cancer.”

Learn more or request a kit at Cologuard.com, or access Spanish-language information at Cologuard.com/prueba.

The Importance of Clinical Trial Participation

Diseases like cancer can hurt many of our abuelos, moms, dads, and others we love.

Clinical trials help us fight for our familia.

Clinical trials are studies that help researchers learn more to help slow, manage, and treat cancer, dementia, and other health conditions for current and future family members. But without volunteers for clinical trials, the benefits may miss this group.

Visit our clinical trials page to find a clinical trial, read about hero volunteers, and more!

“Volunteers in clinical trials are not only helping themselves, but they’re also building a future with potentially better treatments that can help their families in the future,” said Dr. Amelie Ramirez, director of Salud America! and the Institute for Health Promotion Research at UT Health San Antonio.

Those looking for opportunities based in San Antonio can search the Mays Cancer Center at UT Health San Antonio’s Find a Clinical Trial database to learn more about available clinical trials and eligibility requirements.

On a national level, visit clinicaltrials.gov to find a clinical trial near you.

FIND A CLINICAL TRIAL!