by Mia Taylor
Last updated: 10:45 AM ET, Wed April 11, 2018
The fight against cancer now has a new, powerful ally in the form of the Avengers.
American Airlines is collaborating with Marvel Studios' Avengers: Infinity War and the Stand Up To Cancer (SU2C) organization to create a powerful public service announcement (PSA) featuring the famous superheroes
The PSA will also showcase SU2C researchers and American Airlines team members who have personally fought cancer, the airline said in a statement.
The goal of the collaboration is to raise funds, awareness and further Stand Up To Cancer's mission to bring groundbreaking therapies and treatments to patients as quickly as possible.
A first of its kind collaboration, the campaign will be seen in print, radio, digital and broadcast formats, according to American Airlines.
"Our team members are true service superheroes and are at the forefront of everything we do at American Airlines. The team members featured in this campaign represent all American team members who are currently fighting or have fought this terrible disease, and we are humbled by their fortitude," Elise Eberwein, executive vice president of people and communications for American, said in a statement.
"This innovative campaign takes a serious issue and presents a powerful reflection of the resiliency of the human spirit," Eberwein added. "We stand proudly with the Stand Up To Cancer and Marvel Studios' Avengers: Infinity War teams to underscore the importance of raising funds for more widely shared cancer research quickly to save lives now."
The print version of the new PSA includes Marvel Studios' Avengers: Infinity War cast members Scarlett Johansson as Black Widow, Chris Hemsworth as Thor and Chris Evans as Captain America, standing alongside SU2C Scientific Advisor Dr. Phillip A. Sharp and American Airlines LAX-based Customer Service agent team member and three-time breast cancer survivor, Shandra Fitzpatrick.
The broadcast PSA features footage from Marvel Studios' Avengers: Infinity War, and of SU2C's Scientific Advisor Dr. Lee J. Helman, as well as Fitzpatrick. Mark Ruffalo, Paul Bettany, Johansson, Hemsworth, Chris Evans and Chadwick Boseman are featured in the voice-over portion of the broadcast piece.
"It's an honor to bring these worlds together," Mindy Hamilton, Marvel's senior vice president of global partnerships and marketing said in a statement. "Our superheroes are often placed on pedestals as the ultimate paradigms, so we're excited to shift the spotlight onto the real-life heroes who battle against this terrible disease every day. On behalf of the entire studio, we acknowledge their bravery, resilience, and the example they've set for all of us. And, most importantly, we stand with them as they continue the fight."
The PSA campaign not only raises awareness for the cause but also encourages American Airlines AAdvantage members to donate to Stand Up To Cancer. For every dollar donated, American Airlines AAdvantage members receive 10 American Airlines AAdvantage miles (with a minimum $25 donation.)
In addition to American Airlines' Fitzpatrick, the forthcoming PSA campaign includes LAX-based Aviation Maintenance Technician Anthony MacGilfrey; LAX-based Flight Attendant Michelle Ballard; Miami-based Fleet Service Crew Chief Juan Barquero; Chicago-based Captain Ron France; and DFW-based, Customer Care Manager Lynnae Stripling.
"This incredible campaign represents Stand Up To Cancer's mission to encourage collaboration across unique partners in an effort to flip the script on cancer and save lives now," Stand Up To Cancer co-founder Rusty Robertson said in a statement. "American Airlines has been a tremendous supporter of SU2C, and we are so grateful to their courageous team members who are sharing their heroic, personal journeys in this PSA."
The new PSA campaign is slated to launch this month with more elements from American Airlines to follow later.
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