Katie Couric spoofs Sydney Sweeney’s viral American Eagle ad in new colon cancer screening PSA

Veteran journalist and cancer awareness advocate Katie Couric is using humor and pop culture to highlight the importance of colon cancer screenings in a new public service announcement.

The PSA, released as part of the Lead from Behind campaign from the Colorectal Cancer Alliance and Maximum Effort, playfully spoofs Sydney Sweeney’s recent American Eagle ad to encourage people aged 45 and older to get screened.

In the video, Couric lounges in a denim jacket as sultry music plays, mimicking the tone of Sweeney’s ad. However, the camera soon reveals Couric lying on a gurney in a hospital gown, preparing for a colonoscopy. “Speaking of genes,” Couric begins in the PSA, “did you know that the majority of people who develop colon cancer are not genetically predisposed to the disease?”

Couric, 68, told PEOPLE that the idea came from the cultural buzz around Sweeney’s ad. “It was everywhere,” she said. “We thought, ‘Why don’t we ride that horse a little bit longer and have some fun with it?’”

A longtime advocate for cancer prevention, Couric’s passion stems from personal loss—her husband Jay Monahan died from colon cancer in 1998 at age 42. In 2000, she underwent a live colonoscopy on NBC’s Today show, helping to normalize the procedure for millions. She’s since co-founded the National Colorectal Cancer Research Alliance and Stand Up to Cancer.

Ryan Reynolds, whose company Maximum Effort co-produced the PSA, praised Couric for setting the standard in public cancer awareness. “When Rob Mac and I broadcast our colonoscopies, we were following in the brave footsteps Katie took 25 years ago,” he said in a statement.

Couric emphasized that early detection is key, noting that polyps—often symptomless—can take up to 15 years to become cancerous. “Early detection saves lives. It’s really that simple,” she told PEOPLE. “If you’re 45 or older, get screened.”

According to the American Cancer Society, colorectal cancer is the second leading cause of cancer-related deaths in the U.S. Regular screenings can significantly improve survival rates.