For the month of April, a Stand Up To Cancer (SU2C) window display at Rockefeller Plaza will encourage almost 250,000 passers-by per day to take action in the fight against cancer.
Featuring Academy Award-Winner Eddie Redmayne, the display is adapted from a public service announcement (PSA) by Stand Up To Cancer, a program of the Entertainment Industry Foundation (EIF), a 501c3 organization, that raises funds to accelerate progress in cancer research, getting new therapies to patients quickly and saving lives now.
The SU2C display shows Redmayne running head-on toward the viewer in the visual style of an action film, while bold text reiterates the fact that more than 1,600 people in the US die each day from cancer. That sobering statistic and the dynamic image together convey the urgency of getting new, more effective therapies to patients who desperately need them. SU2C facilitates collaboration by “Dream Teams” of leading scientists who work together to translate advances in the laboratory into new treatments for patients at an accelerated pace. Since Stand Up To Cancer was launched in 2008, more than 1,100 scientists from over 130 institutions around the world have collaborated through SU2C.
“This is an incredibly promising moment in cancer research, but we risk losing that momentum if we don’t act now to support the scientists on the front lines of this fight and their life-saving work,” said EIF President and SU2C Co-founder Lisa Paulsen. “We’re so grateful to EHE International for the opportunity to share that message with the millions of people who will pass by this display.”
“EHE International is proud to be a longtime supporter of Stand Up To Cancer’s impressive campaign,” said Deborah McKeever, president of EHE International.
The window space at 10 Rockefeller Plaza, donated by EHE International, will house the display throughout the month of April. The display was created as part of SU2C’s Act Now, Save Lives, Stand Up To Cancer campaign, an exclusive short film and set of photographs shot by renowned photographer and film director, Greg Williams. The campaign features Eva Mendes, Tom Hardy, Idris Elba, Benedict Cumberbatch and Michelle Dockery, among others, in addition to Redmayne.