For Adweek, I wrote about the cross-promotional campaign that enlisted stars from Avengers: Endgame to raise awareness for Stand Up To Cancer.

To promote the massive (literally, as it reportedly clocks in at an endurance-testing three hours) conclusion, Marvel Studios has run a substantial campaign that has heavily played into the history of the MCU. The stakes of the story are clearly communicated throughout the trailers, and other elements as Captain America and other characters frequently intone how the fate of the world depends on being able to reverse what Thanos has done. The stakes are just as clear in a cross-promotional campaign between Marvel Studios and Stand Up To Cancer to raise awareness of the latter’s cancer research programs. Launched in conjunction with long-time SU2C partner MasterCard, the PSA campaign begins today with print, TV, radio, digital and out-of-home executions.

Avengers: Endgame Heroes and Stand Up To Cancer Battle ‘the Biggest Villain of All’ in New PSA – Adweek