Lil Jon Teams With Exact Sciences to Promote Colon Cancer Screening

Lil Jon and Exact Sciences

Getting people to take cancer screening seriously sometimes requires unique approaches.

Exact Sciences Corp. announced a partnership with musician Lil’ Jon to promote the company’s cancer screening test Cologuard.¹ The campaign is named the Get Low #2 campaign, a name which serves as both a sequel to the musician’s breakthrough hit and a play on the fact that Cologuard is a stool-sample-based home test.

In a press release, Lil’ Jon said, “Sometimes you gotta slow down and tune into your health. Some health topics can be uncomfortable to talk about, which can lead to people–especially Black men–not taking their health seriously until it’s too late. I re-worked one of my iconic records ‘Get Low’ to get people 45+ to ‘get low’ in a different way–this time, with an easier way to screen for colon cancer.”

In the same press release, Exact Sciences VP of screening marketing Jeremy Truxal said, “Colon cancer screening can be hard to prioritize for those 45+, so partnering with Lil Jon brings a fresh perspective that drives attention. We’re committed to making screening easier with the Cologuard test—a non-invasive, effective, and convenient option for those eligible.”

This is the company’s latest celebrity partnership aimed at a specific demographic. In November, the company partnered with Hispanic actor and personality Carlos Ponce to promote colon cancer screening in the Hispanic community.²

In a press release issued at the time, Ponce said, “As Latinos, sometimes we don’t like to talk about health topics–partially because we want to be strong, proud, and not worry or burden our families–and I think this is particularly the case for us as Latino men. I’ve learned over the past few years that it’s our responsibility to talk about health issues with our loved ones. Knowledge is power, and knowing about available testing options for colon cancer is one of the best ways to make sure we’re present in our families’ lives—now and in the future.”

In the same press release, Dr. Xavier Llor, MD, PhD, a gastroenterologist and specialist at Yale Medicine, said, “The most concerning fact about colorectal cancer in the Hispanic community is the increase in cases among people under 50 years of age; the Hispanic community has a higher percentage of cases among this younger population than non-Hispanic whites. While preventable, colorectal cancer remains one of the least prevented forms of cancer. Early screening and prevention efforts are crucial and have the potential to impact outcomes. Screening should begin at age 45 if there is no close family history of this cancer.”

Truxal, also in the same press release, added, “Our partnership with Carlos Ponce reflects our commitment to help bridge the gap in colon cancer screening, especially in communities where tailored education and resources are needed. Through this partnership, we aim to reach more individuals with crucial information about the benefits of early detection to help make a difference in health outcomes in the Hispanic community.”

Sources

1. Exact Sciences and Lil Jon Partner on “Get Low #2” Campaign to Encourage Colon Cancer Screening. Business Wire. December 2, 2024. https://www.businesswire.com/news/home/20241202674057/en/Exact-Sciences-and-Lil-Jon-Partner-on-%E2%80%9CGet-Low-2%E2%80%9D-Campaign-to-Encourage-Colon-Cancer-Screening
2. Exact Sciences Partners With Actor and TV Personality Carlos Ponce to Increase Awareness of Colon Cancer Screening Among Hispanic Community. Exact Sciences. November 18, 2024. Accessed December 3, 2024. https://www.exactsciences.com/news-events/press-releases/Exact%20Sciences%20Partners%20with%20Actor%20and%20TV%20Personality%20Carlos%20Ponce%20to%20Increase%20Awareness%20of%20Colon%20Cancer%20Screening%20Among%20Hispanic%20Community