Rosario Dawson leads American Airlines’ latest effort to support Stand Up to Cancer

Dawson, an actor known for her political activism, joins American Airlines’ purpose-driven marketing campaign to raise funds for cancer research.

American Airlines has today launched ‘We Go Further, Together,’ its eighth consecutive fundraising campaign with Stand Up To Cancer (SU2C). But this year, the campaign has a fresh face: Rosario Dawson, the actor and activist known for starring in Sin City (2005) and Death Proof (2007).

SU2C, known for its work in funding and developing cutting-edge cancer treatments, plays a crucial role in combating the disease, with approximately 5,200 people in the United States diagnosed with cancer daily.

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Dawson’s involvement builds on her previous commitments to impactful causes, including her past work with organizations such as Voto Latino, Doctors Without Borders, The Nature Conservancy and the Lower Eastside Girls Club.

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 cancer survivor celebrating their bell-ringing moment.

According to the brand, her family and friends flew in for the shoot but missed the actual moment in real life.

“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.

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