CREATIVE OVERVIEW

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Stand Up To Cancer ("SU2C") was founded in 2008 in order to accelerate innovative cancer research that will get new therapies to patients quickly and save lives. 

 

Our goal was to raise general awareness for the need to donate to help fund "Dream Team" scientists that make the SU2C approach so unique. 

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Knowing that SU2C had an existing partnership with Major League Baseball, we worked to activate a creative approach during the 2015 All-Star Game known as the #IStandUpFor moment . During this emotional moment, which was conducted in-game,  players, umpires, coaches and fans all paused to hold up placards with the names of loved ones affected by cancer. 

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Additionally, we worked across a wide range of projects in the SU2C portfolio, including Prostate Cancer Awareness Month. For this initiative we leveraged celebrity father-daughter duo Quincy and Rashida Jones. The choice of talent was made to hit not only the target demographic affected by Prostate Cancer (African-American males, 50+) but also a younger female audience -- with the hope of the latter to encourage check-ups among family members for early-stage detection. The TV spot below demonstrates the messaging that we predicated our communications plan on.

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MY ROLE

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I was involved in the planning, activation, and organization of all creative elements.  Specific responsibilities included:

• Ideating creative approaches to our holistic strategic communication plan.

• Creating weekly memos and status updates for all stakeholders involved in SU2C projects.

• Pitching local and national media outlets to cover the activations and partnerships.

• Making strategic recommendations based on an analysis of social media engagement.