Stand Up To Cancer(SU2C), a program of theEntertainment Industry Foundation (EIF), has teamed up with Eli Lilly and Company on a new colorectal cancer public service announcement (PSA) featuring actor and SU2C Ambassador Greg Kinnear. The PSA will begin airing in March during National Colorectal Cancer Awareness Month. The PSA, entitled “You Are Your Most Powerful Advocate,” is designed to raise awareness about the importance of patient empowerment and knowledge of personalized colorectal cancer treatments matched to the genetic and molecular makeup of the patient’s tumor.

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