In the ongoing fight against cancer, Major League Baseball (MLB) and partner Stand Up To Cancer (SU2C) ran an integrated cause campaign revolving around Game 4 of the World Series led by a new public service announcement (PSA)
The hero film, broadcast at the end of the fifth inning, featured big name baseball stars and moments from MLB’s Championship Season that underscore the message that the end of the fight against cancer is unlikely to come from a single ‘home run’, but rather will be the result of ‘numerous and smaller yet meaningful scientific advancements that keep the fight moving forward’.
Themed around one of baseball’s simplest, yet often most effective plays – the bunt – the film is essentially a metaphor describing the cancer research work being done by scientists and doctors worldwide to make discoveries that will advance new treatments.
The PSA ends with the message: “As we continue to swing for the fences, at Stand Up to Cancer we know that any advancement can bring someone home. Stand up for the 16 million people living with cancer in the US and Canada.
As well as running on TV during the live game broadcast, it was also amplified across the rights-holder and cause outfit’s digital and social channels including YouTube and Facebook.
Developed in harness with San Francisco-based agency Duncan Channon, the in-game television spot was further supported by print and radio creative, as well as the showpiece, in-stadium, live fan tribute.
This tribute, which was first played out during the 2011 World Series, features a ‘SU2C Placard Moment’ after the end of the fifth inning.
Teased socially a day ahead of the game,
Tune in tomorrow to #Game4 of the #WorldSeries for our special #SU2C moment. Join from home & create a placard: https://t.co/fyLKwUb1o4. pic.twitter.com/gLgSQiGhfh
— Stand Up To Cancer (@SU2C) October 27, 2017
Memories of special moments often help us honor loved ones. Join us for an unforgettable #SU2C moment at @MLB World Series Game 4 on 10/28. pic.twitter.com/uxou4LAGyw
— Stand Up To Cancer (@SU2C) October 23, 2017
the moment sees thousands of fans in the ballpark hold cards to honour their own loved ones, family remembers, friends and heroes who are currently fighting cancer or who have been lost to cancer.
Thank you @MLB and everyone who took a stand in tonight’s unforgettable placard moment during #Game4 of the #WorldSeries. pic.twitter.com/6tRGljguMI
— Stand Up To Cancer (@SU2C) October 29, 2017
In addition to the broadcast spot and the in-game tribute, a print PSA ad featuring images of major leaguers Jason Kipnis (Cleveland Indians), Michael A Taylor (Washington Nationals), and Yasmani Grandal (Los Angeles Dodgers) is alos running nationwide.
The players, each of whom appeared in the 2017 MLB Postseason, prepare to drop down bunts alongside photos of 10-year-old cancer survivor Jacob Teel of Delight, Arkansas, and 33-year-old cancer survivor Dalia Margolis of Los Angeles.
Teel, who has fought cancer several times was diagnosed with acute lymphoblastic leukemia aged three, became a media sensation after appearing in the All-Star Legends and Celebrity Softball Game at July’s MLB All-Star Week in Miami.
He hit a single and scored the first run for his team after MLB network analyst and former MLB all-star pitcher Al Leiter asked Teel to pinch hit for him.
While Margolis was diagnosed with synovial sarcoma back in 2005 when she was just 22: she underwent multiple rounds of chemotherapy and was declared cancer-free in 2006.
Washington Nationals center fielder Michael Taylor said: “I am honored to be included in this Stand Up to Cancer campaign, and proud to help Major League Baseball in supporting this worthy cause. Unfortunately, it seems we’ve all had our lives touched by cancer in one way or another. I admire the strength and perseverance of all who go through that battle, and those committed to finding a cure.”
Cleveland Indians second baseman Jason Kipnis added: “I’m proud to participate in MLB’s SU2C campaign – with my mother’s illness and witnessing what Mike Aviles’ young daughter, Adriana, went through, I’m eager to assist any way I can to eliminate this awful disease.”
Los Angeles Dodgers catcher Yasmani Grandal said: “I’m appreciative of everything MLB is doing in the fight against cancer, and I’m honored to be included in Stand Up to Cancer’s campaign. My wife and I had a dear friend recently diagnosed with stage 4 non-Hodgkin’s lymphoma, and we’re proud to stand with her and do what we can to support others in their battle against this horrible disease.”
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MLB and all of its 30 constituent clubs are the founding donors of SU2C and together tthey have thus far raised/committed $43m to SU2C’s innovative cancer research.
“Major League Baseball is proud that our partnership with Stand Up to Cancer is a prominent part of the celebration surrounding jewel events,” said MLB commissioner Robert D Manfred, Jr.
“We hope that launching this new public service announcement campaign alongside this year’s World Series Stand Up moment will give added attention to the cause. Due to the great support from our fans, Clubs and players, Baseball continues the fight against this horrible disease.”
SU2C co-founder Rusty Robertson added: “The leadership, compassion and generous commitment MLB has demonstrated and made is absolutely extraordinary. For nearly a decade, MLB has been one of our biggest allies in leading a national movement for cutting-edge research and innovative cancer treatments to save lives. The sight of 50,000 people of all walks of life standing shoulder to shoulder with players, coaches, broadcasters, and owners, holding signs in honor of loved ones, has become one of the most indelible and moving tributes in all of sports and pop culture. It underscores how this terrible disease affects everyone, and it will take a powerful movement to end it.”
The TV, print and radio creative was developed for SU2C and MLB by a Duncan Channon lead by ECD Anne Elisco-Lemme, ACD and writer Marty Bonacorso and ACD and art director Melissa Ploysophon. The director of account management was Jamie Katz, the account supervisor Suzanne Montgomery and account supervisors Sydney McComas and Alicia Vartanian.
Links:
Stand Up To Cancer
http://www.standuptocancer.org/
https://www.youtube.com/user/SU2C
https://www.pinterest.co.uk/standuptocancer/
Duncan Channon
