American Airlines Celebrates a Cancer Survivor's Bell-Ringing Moment in Moving Film

For the eighth consecutive year, American Airlines is once again collaborating with Stand Up To Cancer® (SU2C) to help fund cancer research with a new advertising campaign. Since first joining forces in 2016, American has raised more than $20 million through fundraising efforts to benefit SU2C. This year’s campaign theme “We Go Further, Together,” created by AA AOR Walton Isaacson, features Rosario Dawson, actress, film producer and SU2C celebrity ambassador.

The 60-second spot highlights a cancer survivor celebrating her bell-ringing moment with family and friends. This moving story is inspired by her real-life story of how she overcame a rare form of cancer through innovative treatment. In addition, American Airlines team members selected to appear in the campaign have all been personally impacted by cancer in some way.

The campaign, which was directed by Michael Marantz, a cancer survivor himself, includes 60-, 30- and 15-second spots. The survivor’s mom and friends were flown in to be on set for the bell-ringing scene, something she did not get a chance to experience with them in real life. The surprise moment was captured for extra behind-the-scenes content. The “We Go Further, Together” work will run on donated media including TV, radio, print, digital display as well as American Airlines owned channels. 

From now through Sept. 30, customers will receive 25 bonus American Airlines AAdvantage® miles for every dollar they donate of $25 or more to Stand Up To Cancer. Additionally, anyone who uses their AAdvantage® Mastercard® credit card to contribute between $25 and $10,000, will receive 50 bonus AAdvantage® miles per dollar through September 30, 2024 or until $3 million has been donated whichever comes first.

“Our team was inspired by the many success stories demonstrating the power of the collaboration between American Airlines and SU2C,” said Aaron Walton, CEO of Walton Isaacson. “It was an honour to develop work that supports fundraising goals and advances progress in cancer research and education.”