American Airlines, in collaboration with Stand Up To Cancer®, launched its annual campaign to raise funds for life-saving cancer research and invited customers to participate in the effort. Stand Up to Cancer's mission is to bring together the brightest minds in the cancer community to accelerate the movement of new therapies from the laboratory to patients. With cancer being the second most common cause of death in America and over 2 million Americans diagnosed annually, the need for research is critical.
The campaign objectives were to:
• Inspire customer participation in the fight against cancer by offering AAdvantage® bonus miles in exchange for donations to Stand Up To Cancer —transforming loyalty into impact and measurable contributions.
• Increase overall donations to Stand Up to Cancer by driving engagement with the AAdvantage® program and cobranded credit card spend during the campaign period.
• Strengthen brand affinity by aligning with a deeply human cause, fostering emotional connection and reinforcing American Airlines’ commitment to purpose-driven leadership.
• Activate internal culture by engaging American Airlines team members in campaign efforts, deepening their sense of purpose and pride in being part of a mission larger than themselves.
The campaign sought to harness the power of community—from customers to employees—to accelerate critical cancer research, with measurable results rooted in fundraising, engagement, and shared impact.
Cancer is a deeply personal and often isolating journey, but coming together can make all the difference. This insight shaped our campaign’s emotional core: inspiring people to support life-saving cancer research by showing the power of connection.
Visually, we brought this idea to life by showing the power of coming together—on the ground, in the air, and everywhere in between. From airport terminals to hospital hallways, the campaign reinforced that no one faces cancer alone. We shared the story of Pearce, a real-life cancer survivor whose treatment ended during COVID, preventing her from ringing the bell in celebration. Her journey symbolized resilience, and through the campaign, we gave her the moment she never had, a poignant metaphor for what American Airlines and Stand Up To Cancer enable: hope, unity, and progress.
Beyond a compelling story, the campaign turned engagement into action. Leveraging the star power of actress and cancer advocate Rosario Dawson, the creative not only resonated emotionally but also directly encouraged donations through a clear incentive: AAdvantage® bonus miles for every dollar contributed. This strategic approach ensured that supporting SU2C felt both meaningful and rewarding, driving participation at record levels.
The campaign extended beyond broadcast, tapping into American Airlines' employee network—many of whom are cancer survivors (with some featured in the spot)—to share their own stories across digital and social platforms, strengthening brand love and team member engagement.
By blending real human storytelling with a strong call to action, we were able to inspire real-world impact.
We uncovered three core insights that shaped the campaign:
1. The Journey Matters – Research showed that Americans impacted by cancer don’t only seek cures—they seek community, purpose, and support along the way. (Source: SU2C audience research, 2022-2023). This insight led us to frame cancer not as a battle, but as a journey—one we could walk together.
2. People Want to Give Back But Need a Nudge – MRI Spring Doublebase 2023 revealed that AAdvantage customers are generous by nature but more likely to act when there’s tangible reward and emotional connection. Offering bonus miles for donations created the perfect blend of altruism and incentive, especially for those already inclined toward charitable giving and social sharing.
3. Authenticity Drives Engagement – Consumers respond most strongly to real stories over polished brand messages. By featuring an actual cancer survivor and a surprise reunion with her real-life support system, we tapped into a wellspring of genuine emotion that couldn’t be scripted—validating our belief that authentic storytelling outperforms even celebrity-led content in this context.
These insights aligned deeply with American’s values and audience behavior, allowing us to build a campaign that didn’t just raise money—it raised spirits and redefined what it means to go further together.
This campaign exceeded expectations, becoming the most successful fundraising initiative for American Airlines since partnering with Stand Up To Cancer (SU2C) in 2016. Key results include:
$3M donation cap was reached just 10 days after the campaign launch, driven by the compelling bonus miles incentive.
$4.3M raised to advance cancer research, directly supporting SU2C’s mission of accelerating life-saving therapies, proving that when purpose meets participation, extraordinary impact is possible.
BRAND ENGAGEMENT & MEDIA EXPOSURE (record setting donated media)
TV PSA aired 2,535 times, reaching an audience of over 13MM, with $733K in donated ad space.
Radio PSA aired 3,286 times, reaching 14MM, with $483K in donated ad space.
Print, OOH, and Digital outlets ran the PSA, reaching over 63MM and generating $2.1MM in ad value.
These media placements significantly increased visibility, aligning with the objective to drive brand love and engagement.
VIEWER RESPONSE & EMOTIONAL IMPACT:
Consumer sentiment reflected strong emotional impact. According to iSPOT TV (August 2024), the :60 spot Let’s Go Further Together ranked in the top percentile of airline ads across age and gender. 65% of viewers reported positive brand consideration, reflecting a +22-point lift over norms, directly supporting the campaign’s engagement and affinity goals.
