# LEAD FROM BEHIND: Ryan Reynolds and Rob McElhenney

> The Alliance reported over 18 million views for its filmed celebrity colonoscopies.

- Owner: Brooks Bell / Colorectal Cancer Alliance / Maximum Effort
- Kind: Campaign
- Sector: Health & fitness
- Seed date: 2022-09-13
- Peak date: Week of Sep 19, 2022
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 44 (Notable, provisional), v1.2
- Mechanics: Real-world spectacle, Transgression, Platform jump, Press loop, Newsjacking

## Summary

Reynolds and McElhenney filmed their screenings for a planned celebrity launch. TV and news outlets covered the polyp removals; Couric replied on Instagram. Zocdoc later reported higher bookings, while the Alliance claimed millions of video views.

## Timeline

- 2022-09-13 — Ryan Reynolds / Maximum Effort (YouTube) — Reynolds and McElhenney released the filmed screening video to launch LEAD FROM BEHIND.
- 2022-09-13 — CBS Mornings (TV) — CBS Mornings showed the screening video and interviewed Reynolds's doctor, Jon LaPook.
- 2022-09-13 — Good Morning America (Press) — ABC led with the removal of a polyp during Reynolds's screening.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/lead-from-behind-reynolds-mcelhenney

Cite as: How It Spread (2026). “LEAD FROM BEHIND: Ryan Reynolds and Rob McElhenney.” Case HIS-00615. Spread Score v1.2: 44/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00615