MasterCard: #StandUp4
In the fifth year of MasterCard's Stand Up To Cancer (SUTC) partnership, MasterCard leveraged an insight that deeply connected with Americans; with 1/2 of men and 1/3 of women likelyto develop cancer, nearly everyone has a friend who's battled cancer. In response, we mobilized friendship to support the fight against cancer and enabled cancer research donations where friends meet frequently: restaurants. Through an integrated communications campaign, we inspired friends to show us who they #StandUp4 and to raise money for SUTC by using their MasterCard cards while dining. MasterCard raised $4 million for SUTC one week ahead of...