Stand Up To Cancer®. Have you heard of it? If not, consider this your introduction. And you’ll start hearing about it more often – very soon, in fact.

The nonprofit is kicking it old school with a star-studded telecast tonight at 8 p.m. EST on all major networks. (That’s right, all of them: ABC, CBS, FOX, and NBC, plus 26 other broadcast and cable outlets.)

Landmarks like Niagara Falls, the Willis Tower, and Rockefeller Center® have been lit up the past few weeks in the signature orange, red, and yellow colors of SU2C® to heighten awareness. This is big.

SU2C has been gaining more and more recognition since it launched in 2008 with a mission to raise funds that accelerate the pace of cancer research and get new therapies to patients quickly. The organization has taken a targeted approach by galvanizing the entertainment industry to help educate the public on its efforts and about cancer prevention, in general.

So how does this trickle down to a 27-man shop in Mishawaka, Indiana? While not technically affiliated with SU2C – no phone calls, please – we’ve had the pleasure of better familiarizing ourselves with the organization through our work with a very good client partner, Fifth Third Bank.

Fifth Third is the only bank to offer co-branded Stand Up To Cancer credit and debit cards with a portion of every qualifying card purchase that goes directly to SU2C to support its fight against cancer.

We can (and gladly will) toot our horn for designing the card art, as well as other related Fifth Third/SU2C collateral including, most recently, a pretty sweet “Invitation to Apply” package.

In my opinion, this is one of the best things about being a Pathfinder. We’re incredibly proud of the clients we work with, many of whom get us involved with initiatives that introduce us to other exciting events and organizations, like SU2C.

And – shameless plug – if SU2C wants to send some of those awesome t-shirts our way, I know our gang would wear them proudly.

Stand Up To Cancer is a program of the Entertainment Industry Foundation (EIF), a 501(c)(3) tax-exempt organization. EIF meets all 20 BBB Charity Standards. Stand Up To Cancer and the Stand Up To Cancer Brand Marks are registered trademarks of the Entertainment Industry Foundation. Visit www.standup2cancer.org to learn more about Stand Up To Cancer.