Stand Up To Cancer, American Airlines and Marvel Studios’ Avengers: Infinity War announced Monday, April 9, their collaboration to team up in the fight against cancer, a news release said.
The print, radio, digital and broadcast collaboration aims to raise funds and awareness while furthering the mission of SU2C through public service announcements featuring a powerful call-to-action.
The new initiative and PSAs feature Avengers Infinity War heroes, SU2C researchers and American Airlines team members who have personally fought cancer.
“Our team members are true service super heroes and are at the forefront of everything we do at American Airlines. The team members featured in this campaign represent all American team members who are currently fighting or have fought this terrible disease, and we are humbled by their fortitude,” Elise Eberwein, executive vice president – People & Communications for American, said in the release.
“This innovative campaign takes a serious issue and presents a powerful reflection of the resiliency of the human spirit,” Eberwein continued. “We stand proudly with the Stand Up to Cancer and Marvel Studios’ Avengers: Infinity War teams to underscore the importance of raising funds for more widely shared cancer research quickly to save lives now.”
According to the release, the print PSA features Marvel Studios’ Avengers: Infinity War cast members Scarlett Johansson as Black Widow, Chris Hemsworth as Thor and Chris Evans as Captain America standing alongside SU2C Scientific Advisor Dr. Phillip A. Sharp and American Airlines LAX-based Customer Service agent team member and three-time breast cancer survivor, Shandra Fitzpatrick.
The broadcast PSA will include footage from Marvel Studios’ Avengers: Infinity War, and of SU2C’s Scientific Advisor Dr. Lee J. Helman, as well as Fitzpatrick, the release explained, adding that Mark Ruffalo, Hemsworth, Paul Bettany, Johansson, Evans and Chadwick Boseman are featured in the broadcast’s voice-over.
“It’s an honor to bring these worlds together,” Mindy Hamilton, Marvel’s senior vice president of Global Partnerships & Marketing, said in the release. “Our Super Heroes are often placed on pedestals as the ultimate paradigms, so we’re excited to shift the spotlight onto the real-life heroes who battle against this terrible disease every day. On behalf of the entire studio, we acknowledge their bravery, resilience, and the example they’ve set for all of us. And, most importantly, we stand with them as they continue the fight.”
The campaign aims not only to raise awareness, but encourages donations to SU2C as well.
For every dollar donated, American Airlines AAdvantage members will receive 10 American Airlines AAdvantage miles with a minimum $25 donation, the release said. For more information about the program, please visit StandUpToCancer.org/AmericanAirlines.
In addition to American Airlines’ Fitzpatrick,the PSA campaign includes LAX-based Aviation Maintenance Technician Anthony MacGilfrey; LAX-based flight attendant, Michelle Ballard; Miami-based Fleet Service crew chief Juan Barquero; Chicago-based Captain Ron France; and DFW-based, customer care manager Lynnae Stripling.
“This incredible campaign represents Stand Up To Cancer’s mission to encourage collaboration across unique partners in an effort to flip the script on cancer and save lives now,” SU2C co-founder Rusty Robertson said in the release. “American Airlines has been a tremendous supporter of SU2C, and we are so grateful to their courageous team members who are sharing their heroic, personal journeys in this PSA.”
The PSA campaign will launch this month, with more elements from American Airlines to follow. The PSA campaign was developed and created by Hollywood-based creative advertising agency LA; and the broadcast PSA was directed by Tamra Davis.
“With the magic of Marvel Studios, we’re proud to bring real heroes—our SU2C scientists and the American team members—together with fictional ones, to help save lives and enable our innovative work to soar to greater heights while empowering new audiences to join the movement,” SU2C co-founder Sue Schwartz said in the release.