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It may be a few months since National Colorectal Cancer Awareness Month, but that doesn’t mean the marketing around this disease state goes on a shelf until next year.

In keeping with its mission, the Colorectal Cancer Alliance unveiled a PSA this week to promote resources for at-risk patients as well as the prevention of colorectal cancer, which is the third-most common cancer diagnosed in both men and women (outside of skin cancers) 

The disease is also increasingly present in younger patients, which has perplexed doctors and the broader healthcare community in recent years.

The Things You Hear is a minute-long ad that features some words and phrases cancer patients hear when they are first diagnosed — often downplaying the severity of the situation — as well as those they need to hear, like words of encouragement and guidance to appropriate resources.

The ad also reminds patients that colorectal cancer-screening guidelines now recommend average-risk adults undergo a colonoscopy at 45 rather than 50.

The Things You Hear TV and radio commercials, which were created in partnership with media relations shop Boom Broadcast, urge patients to get in contact with the Alliance regarding clinical trials, screenings and treatment options for colorectal cancer. 

“The Things You Hear PSA emphasizes what patients really need to hear when diagnosed with colorectal cancer – that the Alliance can help them navigate this disease,” Angie Lawry, chief marketing and communications officer of the Alliance, said in a statement. “We want patients to know they can turn to the Alliance for resources and support from leading experts and allies who have walked in their shoes.”

A press release accompanying the campaign also included several Alliance-backed resources for patients and caregivers like a toll-free helpline, information about its Health Equity Fund and BlueHQ, a free, online support hub.

The PSA launch follows Your Colon is 45, a co-branded, social media-led campaign the Alliance coordinated with the American Cancer Society on throughout March.

The effort encouraged adults to learn more about colon health and be aware of not only their respective risk factors but also the treatment options they have available.