Stand Up 2 Cancer Spot Highlights the Life-Saving Power of Research

San Francisco ad agency Duncan Channon launched their new campaign for Stand Up To Cancer (SU2C) on Saturday, October 28, during World Series Game 4 between the Los Angeles Dodgers and Houston Astros.  

As part of a long-term partnership with Major League Baseball (MLB), the new campaign is SU2C’s first ever to challenge the common perception that the only path to victory over cancer involves a monolithic “Cure” that ends the disease. The new PSA, “Whatever It Takes,” created by Duncan Channon takes to the field to highlight the reality that every innovation in cancer research -- even those seemingly unspectacular -- can save lives. 

“We all know how it feels to anticipate ‘The Big Moment - waiting for it, holding our breath for it,’ said Anne-Elisco-Lemme, executive creative director at Duncan Channon. “In baseball, it’s a homerun in the bottom of the ninth, bases loaded, down by three. And in the world of cancer research, the Big Moment is the Cure - game over, victory is finally ours. 

“Yet SU2C knows winning more often comes from a thousand important, but less grandiose, breakthroughs - advances that give people a second chance at life in remission. Using the unglamorous, yet tactically effective bunt as a twist was a surprising and relevant way to remind people that we’re making inspiring progress in the fight against cancer - you just have to know where to look.”  

In addition to the Continuing, a tradition that launched in 2011, the 113th Fall Classic will feature a “SU2C Placard Moment” following the end of the 5th inning where thousands of fans in the ballpark will hold cards to honor those currently in the fight or who have been lost to cancer. 

SU2C’s campaign also includes English and Spanish print, radio and digital, which will appear in donated media across platforms through the end of the 2018 MLB season to reinforce the message about the vital importance of every advancement in the fight against cancer.