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BI sponsors PSAs for colon cancer.

RIDGEFIELD, Conn. -- Boehringer Ingelheim Consumer Health Care has expanded its support for colon cancer awareness by sponsoring public service announcements scheduled to be aired during this month's NCAA basketball tournament.

The effort--in which the company is sponsoring the message being delivered by Coaches vs. Cancer, a nationwide collaboration between the American Cancer Society and the National Association of Basketball Coaches--comes on the heels of its work with the Colon Cancer Alliance during the past three years.

That effort has seen the company work to raise awareness that colon cancer is preventable and urge more people to get screened for the disease.

As part of the initiative, the company's Dulcolax brand has sponsored the alliance's Undy 5,000 events around the country. The events are a series of 13 five-kilometer run/walks, in which participants are encouraged to wear boxer shorts to draw attention to the area of the body that is affected by colon cancer.

In addition, packages of Dulcolax laxative carry the Colon Cancer Alliance's blue star logo.

Over the past few years, such retailers as CVS/pharmacy, Rite Aid Corp. and Walgreen Co. have helped spread Boehringer Ingelheim's and the Colon Cancer Alliance's message by giving Dulcolax products special placement during Colon Cancer Awareness Month.

Public health officials estimated that while colon cancer is preventable, it kills 50,000 people every year.

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Title Annotation:Supplier News
Publication:Chain Drug Review
Date:Mar 18, 2013
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