After reporting new evidence linking Cologuard screening to lower colorectal cancer incidence, Abbott on Tuesday launched “Mind Your Behind,” a new Cologuard Plus awareness campaign featuring baseball legend Albert Pujols and current Seattle Mariners catcher Cal Raleigh.
Abbott, the parent company of Madison’s Exact Sciences, is taking a lighthearted approach to marketing its Cologuard Plus test, a noninvasive screening option that can be used at home. It detects 95% of colorectal cancers at an early stage.
Through a series of humorous videos in English and Spanish, Pujols and Raleigh will deliver a health message to adults age 45 and older: They should start screening for colorectal cancer and can use Cologuard Plus as a simple use-at-home screening option.
Pujols, 46, has reached the recommended screening age and is encouraging others to prioritize their health.
Jake Orville, Abbott’s senior vice president of cancer diagnostics, said in a press release that colorectal cancer screening is serious, but how we talk about it doesn’t always have to be.
“We want to make screening easier to talk about and, more importantly, easier to act on,” Orville said. “Cologuard Plus gives adults 45 and older at average risk an effective, noninvasive option they can use at home, and this campaign gives us a fun, unexpected way to encourage more people to get screened.”
Abbott had earlier announced new evidence showing that completion of its screening was associated with approximately 54% lower colorectal cancer incidence and 45% lower odds of death following a colorectal cancer diagnosis.
The findings were presented recently at the American College of Gastroenterology 2026 Annual Scientific Meeting in Nashville.
