Stand Up to Cancer and American Airlines go "Further Together"

PSA and Special Offer campaign plus BTS videos feature a partnership to drive awareness and fundraising for SU2C with help from a cancer survivors, AA teams members and Rosario Dawson!

The campaign’s centerpiece is a 60-second film produced by American Airlines’ creative agency of record, Walton Isaacson. Directed by Michael Marantz, a cancer survivor himself, the film narrates the emotional journey of a real-life cancer survivor (Pearce Quesenberry) celebrating her "bell-ringing" moment - a tradition that cancer survivors partake in when they complete their course of treatment.

According to the brand, while Pearce never got the chance to do that in her real life, as a surprise they flew her family and friends for the shoot so they could witness this very special moment. BTS cameras were rolling as the occasion was recreated on set, and the powerful emotion of Pearce seeing her loved-ones there not only offered an indelible realism, but also mae sure there was not a dry eye across cast, crew and clients!

“Our team was inspired by the many success stories demonstrating the power of the collaboration between American Airlines and SU2C,” said Aaron Walton, chief executive of Walton Isaacson. “It was an honor to develop work that supports fundraising goals and advances progress in cancer research and education.”

The campaign also includes a consumer promotion. From now until September 30, donors who contribute $25 or more to SU2C will receive 25 bonus AAdvantage miles per dollar. Donations made with the AAdvantage Mastercard credit card will earn 50 bonus miles per dollar, up to $3m or until September 2024.

Campaign materials will be featured across TV, radio, print, digital media and American Airlines’ own channels.