Comcast is partnering with entertainment industry charity Stand Up To Cancer to use on-demand technology to raise awareness of the disease.
Beginning this week, Comcast will introduce Stand Up 2 Cancer On Demand, a service featuring access to music videos from more than 60 top acts, including Bruce Springsteen, Lady Gaga, Bob Dylan and Mariah Carey, among others. The videos will be packaged with cancer-themed educational messages and will be available to viewers to watch whenever they want.
As the videos play, viewers will be reminded of a number they can call to donate to the SU2C charity. And the on-demand channel will also feature the first window for a new star-filled PSA dubbed "Up2."
“Whether it’s how the research we fund is conducted, or how we engage the entertainment community, collaboration and innovation are Stand Up To Cancer’s twin mantras,” said producer Laura Ziskin, a SU2C founding member. “Comcast partnered with us on something that has never been done before, and it involves actors, musicians and music labels who often compete with one another and are standing together in an effort to end this disease.”