The 'Couric effect' (2000)
Journalist Katie Couric had a colonoscopy broadcast on national television after losing her husband to colon cancer at 42. She wanted to strip the stigma from the procedure. Millions watched.
Colonoscopy rates jumped in the months that followed, an effect researchers later measured and named after her.
It showed that public awareness, not just policy, drives whether people actually get screened.
Ontario's lower age only helps if people act on it; the Couric case shows uptake depends on awareness as much as eligibility.
