Mastercard has been supporting Stand Up To Cancer for 14 years. Every year at the MLB All Star Game, in a powerful moment of silence, thousands of people hold paper placards with the names of their loved ones who battle cancer – collectively standing up to cancer. This year, Mastercard wanted to get more people to stand up to cancer than ever before.
In the coming year, we’re expected to hit a bleak milestone — the first time new cases of cancer in the US cross the 2-million mark (cancer.org).
But with so many stories about cancer hitting our newsfeeds daily, it can be easy to become desensitized. Today, cancer sits low on the list of causes people are most passionate about (YPulse).
So how do we incite mass public action amidst growing apathy?
When we think of our loved ones who have battled cancer — or are battling it now — it becomes impossible not to care. And the truth is: Everyone has somebody in mind when they think of cancer.
Partnering with Stand Up To Cancer and MLB, Mastercard tapped into the power of TikTok to give people everywhere a way to share the names of their loved ones battling cancer — starting a social movement and inspiring people to tell their stories.
Because while cancer is a collective issue, it is also deeply personal. It’s not a stat. It’s your best friend. It’s not a story. It’s your neighbor. It’s not a life expectancy. It’s your mom.
Mastercard started by building on a tradition they’d begun years ago—the creation of paper placards for people to write and share the names of their loved ones battling cancer. Each year, these placards play a central role in a powerful moment of silence at the MLB All-Star Game, honoring and recognizing these loved ones.
This year, Mastercard expanded the placard’s reach beyond the stadium, giving people everywhere a chance to participate and honor someone they love—starting with a movement on TikTok.
Mastercard created a version of the placard that people could share — turning the placard from a static piece of paper into a TikTok branded effect.
To kick off the movement, Mastercard tapped creators and celebrities to use the TikTok branded effect and share the names of the people they stand up, inspiring others to do the same. Looking inward, every team member involved in creating this campaign has been (or is currently) affected by cancer in some way. They shared their stories in a raw, emotional content series on TikTok.
As a key TikTok innovation, Mastercard harnessed the power of TikTok’s Out of Phone ad solution to amplify these powerful messages of support on Digital Out of Home screens in the physical world. This showcased the platform’s ability to deliver extraordinary reach and meaningful engagement by displaying TikTok content on billboards in the heart of New York City's Times Square. The billboards, strategically placed in one of the busiest intersections in the U.S., featured curated authentic stories from TikTok creators affected by cancer and deepened the campaign’s engagement by inviting others to contribute.
Media outlets like FOX and GMA posted news segments about the branded effect and the social movement Mastercard started.
Then Mastercard took the movement they’d started on TikTok to the sky, by featuring the names people shared on the platform in a drone show over Hudson Yards.
The results? Mastercard turned a moment in a stadium, to a movement across the country. From 50,000 people standing up at the MLB All Star Game last year, to 2.5 million people standing up nationwide this year.
The activation garnered significant visibility and engagement - deeply resonating with audiences through TikTok’s Out of Phone solution which transformed passive viewers into active participants. This generated an impressive 1,592,494 impressions (IMP) in one of the world’s most iconic locations.
A special 5-hour roadblock on the MiFi screen in Times Square showcased survivor stories back-to-back and secured a meaningful 100% SOV for the campaign. Creators who saw their videos displayed in TImes Square returned to TikTok to share their heart-warming #BillboardFamous moments back on the platform.
But ultimately, most importantly, leaning into the power of TikTok inspired more people to stand up to cancer than ever before.
Standing up for the people you love: priceless
