Sydney Sweeney was unexpectedly mocked even in her hospital bed

Katie Couric, the veteran journalist and former TODAY co-anchor, has once again found a way to merge pop culture with public health awareness. In a newly released public service announcement, Couric parodies the widely discussed Sydney Sweeney jeans ad in order to shine a spotlight on the importance of colon cancer screening.

The PSA, titled Lead From Behind, made its debut on Thursday, September 25. It opens with Couric striking a pose reminiscent of the viral Sydney Sweeney campaign: lying on her side, denim shirt slipping from her shoulder, and propped up on pillows. But as the scene expands, the viewer discovers that Couric isn’t in a glamorous setting at all—she’s in a hospital gown, preparing for a colonoscopy.

The humorous reveal sets the tone. Couric asks, “Speaking of genes, did you know that the majority of people who develop colon cancer are not genetically predisposed to the disease?” With this lighthearted nod to “jeans” versus “genes,” she reminds audiences that colon cancer can affect anyone, regardless of family history.

Katie Couric’s Personal Mission Against Colon Cancer

For Couric, this project is deeply personal. In 1998, her first husband, Jay Monahan, died from colon cancer at just 42 years old. His loss turned Couric into a tireless advocate for cancer awareness and prevention. In 2000, she famously underwent a colonoscopy live on national television to encourage viewers to take screening seriously.

That televised procedure had a measurable impact. In the years following, doctors noticed a nearly 20% increase in screening rates, a phenomenon now referred to as the “Couric effect.” For Couric, this remains one of her proudest contributions outside of journalism.

Speaking about the new campaign, she reflected: “After this happened to Jay, I felt really responsible and obligated to inform people and to let them know about a disease that nobody really wants to talk about.”

Why the Sydney Sweeney Ad Became the Inspiration

Earlier this summer, American Eagle released a campaign featuring actress Sydney Sweeney with the tagline “Sydney Sweeney Has Great Jeans.” The ad sparked conversation across social media, with some praising its boldness and others critiquing it as tone-deaf. Regardless of opinion, it became impossible to ignore.

Katie Couric and the team behind Lead From Behind recognized an opportunity. By parodying the now-iconic style and voiceover of the Sweeney ad, they could tap into pop culture while redirecting attention to a life-saving message.

“That ad showed how pop culture and a pair of jeans could really shape the cultural conversation—it was everywhere,” Couric said. “We thought, why don’t we ride that horse a little bit longer and have some fun with it?”

The PSA mimics the booming male voice and bold text that made the Sweeney campaign so recognizable. But instead of promoting denim, the video declares in large letters: “Katie Couric gets regular screenings.”

Colon Cancer: A Preventable Yet Deadly Disease

The American Cancer Society reports that colorectal cancer is the second most common cause of cancer-related deaths in the United States. The good news: it is also one of the most preventable forms of cancer when detected early through screenings such as colonoscopies.

Doctors now recommend that everyone aged 45 and older undergo regular screenings, even if they have no family history or genetic predisposition. Couric’s PSA highlights this critical fact, hoping to dismantle the misconception that only those with genetic risk need to worry.

Couric also urges people to pay attention to potential warning signs, which include:

• Rectal bleeding

• Abdominal pain

• Unexplained iron-deficiency anemia

• Changes in stool shape or consistency, such as narrow stools

Early detection often makes the difference between a treatable condition and a life-threatening one.

A Legacy of Awareness and Advocacy

Couric has made colon cancer awareness a centerpiece of her advocacy work for more than two decades. Beyond her televised colonoscopy in 2000, she has consistently used her platform to keep the conversation alive.

In 2018, she accompanied late-night host Jimmy Kimmel for his own colonoscopy, turning the experience into an informative yet entertaining segment for television audiences. She also shared that she and her second husband, John Molner, scheduled “his and her colonoscopies”—a quirky but effective way to normalize the procedure.

“Colon cancer can be prevented if it’s detected early,” Couric told TODAY hosts Craig Melvin and Sheinelle Jones. Melvin himself has been touched by the disease; his brother, Lawrence Meadows, died of colon cancer at just 43 in 2020.

For Couric, these personal stories add weight to the urgency of her message. Every screening, she hopes, represents a life saved.

Mixing Humor with Health Education

One of the most notable aspects of Couric’s new PSA is its playful tone. Colonoscopies and colorectal cancer are subjects many people prefer not to discuss. By infusing humor and cultural references into the campaign, Couric hopes to break down stigma and spark conversations.

“It was a lot of fun to do,” she said about filming the parody. “If people can laugh, talk about it, and then, most importantly, call their doctor and make an appointment to get screened, that’s a win.”

Health experts often emphasize that public health campaigns work best when they feel approachable and relatable. Couric’s decision to parody a widely recognized ad ensures that her message travels beyond the usual health-focused audience and into mainstream conversations.

Why This PSA Matters Now

The timing of Lead From Behind is significant. Couric unveiled the PSA on the 25th anniversary of her historic televised colonoscopy. That moment in 2000 was groundbreaking, not only for its shock value but also for its educational impact. The new campaign builds on that legacy with a fresh, modern approach designed for the social media era.

With colorectal cancer rates rising among younger adults, awareness campaigns are more crucial than ever. Experts have noted that cases in people under 50 are increasing, making screenings at 45 a necessary adjustment in medical guidelines.

Katie Couric’s Lasting Influence

Katie Couric’s career spans decades of journalism, but her work in health advocacy may prove to be among her most impactful contributions. By leveraging her credibility, personal experience, and now her sense of humor, she continues to shape the conversation about colon cancer prevention.

From the “Couric effect” two decades ago to her new parody of the Sydney Sweeney ad, Couric has shown that health messaging does not have to be dry or fear-driven. Instead, it can be creative, culturally relevant, and even funny—while still delivering a message that saves lives.

Screening Saves Lives

Katie Couric’s new PSA may start with a playful denim-inspired pose, but its purpose is clear: colon cancer is preventable, and screenings are the key. By parodying a viral Sydney Sweeney ad, Couric ensures that the message travels far and wide, reaching audiences who might otherwise ignore or delay this important conversation.

As Couric puts it, the goal is simple: “Watch, laugh, talk about it, and then make an appointment with your doctor.”

Because when it comes to colon cancer, early detection isn’t just important—it’s life-saving.