Hip-hop hitmakers rap about colon cancer screenings in latest Stand Up To Cancer music video campaign
In the 1980s, rapper Chuck D and Public Enemy urged people to ‘fight the power’. Now he and hip-hop artist Pete Colon are urging members of the black and Latino communities to “check their butt” and get tested for colon cancer.
Stand Up to Cancer (SU2C) has partnered with health equity organization Hip Hop Public Health to produce two animated music videos, one in English and one in Spanish, that tackle the low rate for colorectal cancer screening among these two groups, Sung Poblete, CEO of SU2C. said in an email interview.
The Chuck D PSA, released in 30- and 60-second versions, features an original rap song that emphasizes early detection and encourages the reduction of risk factors like smoking, alcohol and unhealthy foods.
âGet tested, pay attention to the signs. Talk to your doctor and check your butt, âChuck D raps in the video. Colon delivers the same musical message in the Spanish version.
The ad appears on both groups’ websites and will air on TV and radio in several markets over the next 12 months, Poblete said. Hip Hop Public Health encourages people to share the videos on social media using the hashtag #CheckYourBehind.
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Blacks are almost 20% more likely to get colorectal cancer and about 40% more likely to die from it than most other groups. Meanwhile, Latino adults are more likely than white adults to be diagnosed at a later stage, according to SU2C. The disparities in screening rates are partly to blame, Poblete said.
âColorectal cancer is often preventable with regular screening and can be treated 90% of the time when caught early, so getting tested is essential,â she said.
Poblete said SU2C has partnered with Hip Hop Public Health because of its mission to use music, art and science to break down important health equity topics.
Olajide Williams, MD, professor of neurology at Columbia University who founded Hip Hop Public Health, said one of the goals of the campaign was to make people aware that home testing is available as an alternative to colonoscopies. and that it is also acceptable for patients to ask questions about colon cancer.
âIt’s the power of a message to music – these songs actually answer questions in a straightforward and relevant way that takes some of the apprehension away,â Williams said in an email interview.
Rap encourages people to talk about colon cancer with their families and “those around them” and reassures them “screening is protective and it won’t hurt you.” It encourages people aged 45 and over to take a home test or talk to their doctor.
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âHip-hop has a powerful voice and we use it to help make the community better, to try to get people to pay attention, to stay healthy and to grab things early instead of reading to this. about when it’s too late, âChuck D, who is also a member of the Hip Hop Public Health advisory board, said in a press release.
Colon cancer advertising is one of two new SU2C campaigns launched last week. A separate PSA, âCount Me In,â features âOrange is the New Blackâ and âIn Treatmentâ actress Uzo Aduba, who lost her mother to pancreatic cancer.
In a video, Aduba urges all cancer patients to share their personal data and stories with researchers to accelerate cancer research. The PSA also includes three cancer survivors, Maeve, Brigette and Joel, who explain why they shared their own information and experiences.