NEW YORK — Heidi Klum is helping Katie Couric give a little razzmatazz to the subject of colorectal cancer screening.
As part of the “Be Seen, Be Screened” campaign, the “Today” show host lined up the German supermodel to star in the first public service announcement for the Entertainment Industry Foundation’s National Colorectal Cancer Research Alliance. Couric, the NCCRA’s co-founder, and Klum will unveil the image at a press conference today at Bryant Park that also will kick off Olympus Fashion Week.
“We need to get people to get tested, and the best way to do that is to constantly get the word out,” Couric said in a statement.
“We want to make it fashionable to talk about colon cancer, and who better to do that than Heidi?”
Fern Mallis, executive director of 7th on Sixth, will be on hand for the event, as she was last year when Couric launched the campaign. Anna Wintour, Luca Orlandi, Vera Wang and Carmen Marc Valvo are also expected.
The publicity blitz is aimed at women who tend to think of the disease as one that primarily affects men, Klum said. Colorectal cancer is the second-leading cancer killer, but is curable 90 percent of the time when detected early.
By chance, Klum’s grandmother died of colon cancer, but that is not why she chose to get involved. “It has nothing to do with my family. I think it’s a good cause,” Klum said.
Having met Couric many times, Klum said she was happy to pitch in, especially since Klum, a new mother, is in the mix again with the fashion world through her involvement with Bravo’s reality show, “Project Runway.” She plans to arrive after today’s final taping of the program.
“Fashion reaches so many women,” Klum said. “If we make this hip and cool and something people should be doing, it can help people.”