A host of stars including Renee Zellweger, Rob Lowe, Josh Groban and Minka Kelly are lending their voices to help in the fight against cancer.
The stars are part of a new public service announcement from Stand Up To Cancer titled “Up2.”
The spot, which was directed by Jesse Dylan, who previously helmed Will.i.am’s “Yes, We Can” video,” will debut exclusively on Comcast’s On Demand feature, it was announced on Monday.
The new spot follows the joining of Comcast Corporation and Stand Up To Cancer, who have just created the first-ever video-on-demand initiative — “Stand Up 2 Cancer On Demand” — to broaden awareness and raise critical funds for innovative cancer research.
The On Demand service will debut beginning on Tuesday and will feature a library of musical entertainment including hundreds of music videos from many of the world’s biggest stars and groups including Alicia Keys, Bruce Springsteen, Dave Matthews Band, Norah Jones, Mariah Carey, Bon Jovi, Lady Gaga, Justin Timberlake, Idina Menzel, Jack Johnson, Sting, Renee Fleming, Placido Domingo and other stars of the Metropolitan Opera.
In addition, viewers will be encouraged by numerous celebrity and notable participants to “stand up” to cancer and make a donation at www.su2c.org/give or call a dedicated 24/7 phone line that will appear during the On Demand music videos. Viewers will also be able to select content from the “A Reason 2 Give” folder [“On Demand” > “Top Picks” > “SU2C” > “A Reason To Give”] and 100 percent of the proceeds will benefit Stand Up To Cancer’s collaborative scientific “Dream Teams” or innovative projects aimed at bringing better treatments to patients faster.
“We are proud to come together with Stand Up To Cancer to harness the power and popularity of our On Demand service to drive awareness and provide people with this outlet to give,” Diana Kerekes, Vice President, Video Content for Comcast, said in a statement..
Additionally, for a limited time, “Stand Up 2 Cancer On Demand” will feature holiday music selections including Bob Dylan’s comical new “Must Be Santa” video.