One of the best ways to fight cancer is through education and awareness, and what better way to get people’s attention than with a gigantic inflatable colon? A recent FiercePharma article discussed Bayer’s new initiative to spread awareness of colorectal cancer with a 50-event tour across America. The German drugmaker has teamed up with Colorectal Cancer Alliance to host various events including 5k races and community fairs.
The Big Colon Tour is an effort “to take the focus off the discomfort many feel when talking to their doctors about their diagnosis,” according to Michael Sapienza, president of Colorectal Cancer Alliance. Increased awareness of colorectal cancer could translate to more sales for Bayer’s treatment, Stivarga.