Rosario Dawson, American Airlines Help Raise Funds for Cancer Research

American Airlines has teamed up with the charity Stand Up to Cancer (SU2C) for a new campaign starring American actress Rosario Dawson. 

Titled "We Go Further Together," the latest effort culminates in a one-minute short film that shows a cancer survivor celebrating her momentous feat with her family and friends. 

Made together with advertising agency Walton Isaacson, the campaign will also help raise funds for cancer research — a cause the airline and SU2C have dedicated themselves to since 2016.

This makes Dawson the perfect face and voice for the campaign, having aided in various causes throughout her career and being an SU2C ambassador herself.

“I am one of the millions of people who have a loved one that’s been touched by cancer. This year, 2 million people will be diagnosed — that’s one person every 15 seconds. I’m hoping that when people watch this PSA, they will be encouraged to learn more, join us, and rise to the challenge,” Dawson said in a press release.

Walton Isaacson CEO Aaron Walton speaks about the makings of the campaign, sharing that his team was inspired by multiple success stories that demonstrated "the power of the collaboration between American Airlines and SU2C."

We're proud to support @SU2C in honor of our customers and #AATeam members. Let's go further together with @SU2C and earn miles through Sept. 30 when you donate $25 or more to #StandUpToCancer’s groundbreaking cancer research! ✈️ Donate at https://t.co/cvsOxTcxzG.

T&C's apply. pic.twitter.com/MgwVfM9rgS

— americanair (@AmericanAir) August 16, 2024

Beyond the spot, the campaign will also be giving customers who donate $25 or more to SU2C 25 bonus American Airlines AAdvantage miles for every dollar they donate. 

Those who use their AAdvantage Mastercard will also receive 50 bonus AAdvantage miles per dollar. 

The promo will be available through September 30 while the ad will run on TV, radio, print, digital display, and other channels. 

Brand values offer companies a great opportunity to stand out from the competition while giving consumers a chance to contribute to a cause that aligns with their values and views.

By partnering with SU2C and making a donation channel for passengers, American Airlines is able to share its brand values while meaningfully building its brand recognition, fostering relationships with its customers, and driving business growth.

A Powerful Message

Directed by cancer survivor Michael Marantz, the 60-second advert kicks off with Dawson's narration, sharing how the challenging journey of cancer is not one to take alone.

The "Unstoppable" actress then touts SU2C's cause and how they accelerate research to find the most effective treatments. 

"That's why American Airlines supports Stand Up to Cancer," she tells the viewers as she explains the donation mechanics and benefits of the campaign. 

DONATE AND EARN MILES! Join @RosarioDawson, @StandUpToCancer and us, and let's go further together. ✈ ❤️

To learn about how you can support SU2C's groundbreaking cancer research and get American Airlines AAdvantage® miles, go to https://t.co/cvsOxTcxzG. T&Cs apply. pic.twitter.com/zFZ8wOQMtU

— americanair (@AmericanAir) August 15, 2024

Closing the spot, a cancer survivor rings the bell as her closest loved ones cheer her on. 

"Your support ensures that more patients and their loved ones will see that while cancer may interrupt the journey, it doesn't have to determine the destination. Join us, and let's go further together," Dawson concludes.

Health awareness campaigns have become more creative over the years.

Previously, VCCP and Prostate Cancer UK launched a thought-provoking campaign encouraging men to take a proactive stance with their health. 

Editing by Katherine 'Makkie' Maclang