New public awareness campaign addresses colon cancer risk as a leading health threat and underscores the life-saving value of early detection.

JACKSONVILLE, Fla., October 28, 2025 – Colon cancer risk begins to climb at age 45. A colonoscopy is the only screening that can both detect cancer early and remove precancerous polyps before they develop into cancer. Borland Groover is launching a regional awareness campaign to encourage adults across Northeast Florida to schedule a colonoscopy at 45, the new nationally recommended age for screening for average-risk adults.

The American Cancer Society estimates about 52,900 deaths from colorectal cancer in 2025, making it the second leading cause of cancer mortality in the United States. A panel of independent experts in prevention with The U.S. Preventive Services Task Force recommends beginning screening earlier than the previously advised age of 50. The American Cancer Society supports this guidance as well. Despite the updated guidelines, many adults continue to delay screening until 50, underscoring the need for broader awareness and accurate testing. While multiple tests can detect colon cancer, colonoscopy is the only one that can also remove precancerous polyps during the same procedure. Unlike at-home kits that can yield false positives or overlook precancerous growths, colonoscopy provides both accurate detection and immediate removal. Borland Groover encourages patients to choose the most accurate and preventive option: a colonoscopy.

To raise awareness in an effort to help save lives with early screenings, Borland Groover is launching a new public education campaign across Northeast Florida: “This is 45.”

The campaign reinforces the recommended age and aims to inform communities about the importance of early detection and preventive care. “This is 45” focuses on three key messages:

• Prevention: Colonoscopy is the only screening method that can detect and remove precancerous polyps during the same procedure.
• Confidence in care: Borland Groover’s network of experienced gastroenterologists provides trusted, specialized care across the region, performing thousands of colonoscopies each year.
• Living fully: Early screening helps protect long-term health, allowing patients to focus on their goals, families and futures.

The campaign also aims to clear up confusion about at-home test kits, reminding patients that while they can be useful in detecting potential issues, only a colonoscopy allows for detection and removal of precancerous polyps in a single procedure.

“This is 45 is about more than just a number,” said Dinesh Madhok, M.D., CEO of Borland Groover. “It’s about protecting the years ahead. By encouraging screening at 45, we’re helping
people take action at a time in life when so much is still ahead like family milestones, personal goals and enjoying life’s simple pleasures. Colonoscopy remains the gold standard, and this campaign is a reminder that real prevention starts with clarity and not guesswork.”

The message of the campaign will run across billboards, airport signage at Jacksonville International Airport and targeted placements on Google and Meta platforms in addition to social media and internal employee education.

To schedule a colonoscopy, visit BorlandGroover.com/This-is-45 where you can learn more about when, how and why to get screened. The campaign was developed in partnership with Creative Spark Marketing, a Jacksonville-based agency supporting Borland Groover’s brand and patient engagement strategy.

About Borland Groover

Founded in 1947, Borland Groover has grown into one of the largest gastroenterology clinics in the United States. The practice offers cutting-edge technology, advanced treatments for digestive diseases and is pioneering minimally invasive techniques that were once limited to general surgery. Borland Groover is also deeply engaged in clinical research to develop pharmacologic solutions for complex GI conditions and a cure for disease. Services include colonoscopy, upper endoscopy, endoscopic ultrasound (EUS), biliary endoscopy (ERCP), and the diagnosis, treatment and long-term management of both acute and chronic gastrointestinal conditions. For more information, visit borlandgroover.com or follow @BorlandGroover on Facebook, Instagram and LinkedIn.