The Keck Medical Center of USC is launching a colorectal cancer awareness campaign on CBS Television during March, Colorectal Cancer Awareness Month. This paid television advertising campaign will include spots airing on KCBS-TV (CBS 2) and KCAL-TV (KCAL 9).

The CBS Health Watch campaign features Anthony Senagore, M.D., professor and chief of colorectal surgery and Heinz-Josef Lenz, M.D., professor of medicine and preventive medicine and chair of the GI program, at Keck Medical Center of USC. Both physicians are associated with the National Cancer Institute-affiliated USC Norris Comprehensive Cancer Center and Hospital. Frank Castro, a La Mirada resident who is one of Senagore's patients, is also interviewed in the campaign.

The minute-long spots will air in Los Angeles from March 1 to April 6 as part of regular CBS programming but not part of CBS News broadcasts.

"This campaign is intended to increase awareness of the need for screening and education about colorectal cancer," said Jane Brust, associate senior vice president for USC Health Sciences Public Relations and Marketing. "In the event of a diagnosis of colorectal cancer, we have skilled and innovative faculty physicians who offer many treatment options for patients who come to USC."

The spots promote USC's expertise in minimally invasive surgery, which offers patients quicker recovery. Most patients are out of the hospital two or three days after this surgery and back to normal activities in two or three weeks.

The segments also highlight groundbreaking research at the Keck Medical Center of USC for the development of drug therapies, as well as clinical trials conducted at the Keck Medical Center of USC in the hopes of finding new treatments for colorectal cancer. Patient Castro discusses his personal experience with cancer and minimally invasive surgery performed by Senagore three months ago.

Also in March, Senagore and USC Basketball Coach Kevin O'Neill appear in another campaign aimed at colorectal cancer patients titled "Coaches vs. Cancer." During the NCAA basketball tournament, also known as "March Madness," Senagore, O'Neill and Coaches vs. Cancer founder Norm Stewart will appear in television spots that put a sports spin on the colorectal cancer message.

CBSLosAngeles.com will link to the Keck Medical Center of USC and USC Norris Cancer Hospital web sites to assist those who want more information on colorectal cancer and treatment options at USC.