We knew driving tune-in to their biennial broadcast is crucial in reaching their fundraising goals. More importantly, we also know everyone has been touched by cancer in some way.

If we just connected the SU2C story to the hearts and minds in the media community, we could be successful in driving tune-in. Everyone has a personal story with cancer and we need them to hear and feel our story. A standard media planning approach would not work. NO RFPs, NO TRADITIONAL MEETINGS, and NO WEBEX in our collaborated quest for pro-bono media.

Our media campaign was anchored with moving patient testimonials, reports of scientific progress and support from film, TV and musical talent who have been personally touched by cancer. Throughout the year, celebrity cancer ambassadors such as Greg Kinnear, Minnie Driver, and Bradley Cooper were able to use their status to bring added awareness to the cause and promote tune-ins for the telecast.

Social Media also played an important role in highlighting the SU2C community. The public, members of the entertainment, sports, and scientific research communities were invited to share how cancer has impacted their lives through the #Reasons2StandUp digital campaign which were also shared throughout the live show. The live telecast was accompanied by engaging second screen experience featuring the digital hub - a live interactive space that allowed talent, researchers and patients to interact with the audience via phone and social media. This backstage experience aired on Facebook Live.

$200MM+ secured in donated media for SU2C in 2016.

60+ networks and top streaming platforms united to air the commercial-free telecast. It won the night in ratings with double digit growth percentages yoy.

On the night of the telecast, the SU2C Live Snapchat Story earned over 4.8 million unique global viewers with over 37.4 million total global views. 180,000 people submitted content to the story. Additionally, there were 1.3MM+ views, 8.9MM+ impressions for the first-ever backstage SU2C FB live show and simulcast. Stand Up To Cancer broke the record for highest donation revenue made in one hour via Facebook Donate.

More than $111 million was pledged in connection with the fundraising telecast. The event and accompanying promotional efforts brought further attention to Stand Up To Cancer’s scientific dream teams and research grants that will allow their work to continue.