MasterCard today joined with Stand Up To Cancer (SU2C) and Major League Baseball (MLB) to kick off the “Dine and Be Generous” campaign designed to involve baseball fans and all consumers in the fight against cancer.
From July 10 through Sept. 28, 2012, when cardholders spend $10 or more for a meal on their MasterCard card, MasterCard will donate up to $4 million to Stand Up To Cancer–one precious cent at a time. Certain terms and conditions apply.
The program formally launches tonight with a ceremonial first “swipe” by SU2C ambassador and 2012 MLB All-Star pitcher R.A. Dickey that will air during the MLB All-Star Game broadcast on FOX. In the spot, Dickey encourages consumers to actively support SU2C by using their MasterCard card while dining out.
“Unfortunately, no one has to look very far to know someone affected by the disease,” Dickey says. “It’s great that companies like MasterCard find opportunities in everyday activities to help each of us take a stand and help defeat cancer.”
The campaign builds on a successful first year in 2011 that raised more than $4 million for cancer research based on the use of MasterCard cards for purchases ranging from take-out to fine dining.
Dine Out, Share Your Story
As part of this year’s program, MasterCard is providing enhanced ways for consumers to take get involved. Throughout the program, cardholders can register at www.facebook.com/mastercard to take action in a number of ways and involve their own social networks in supporting the cause.
Certain actions will give cardholders an entry into a sweepstakes, with an opportunity to win:
“Cancer has affected almost all of our lives in some way, leading us to appreciate our everyday activities,” says Cheryl Guerin, senior vice president, U.S. marketing, MasterCard. “This program provides our cardholders and restaurant partners one way to come together to stand up for such a valuable cause and help give those living with cancer a chance to celebrate many more priceless moments in their life.”
Other programs and activities building on consumers’ passions for food and supporting valuable causes will roll out during the promotional period.
Focus on Finding a Cure
Launched in 2008, Stand Up To Cancer (SU2C), a program of the Entertainment Industry Foundation, works to accelerate the pace of groundbreaking collaborative research in order to bring new cancer treatments to patients quickly and save lives now. SU2C draws on the entertainment industry to engage the public in the fight against this disease that takes far too many lives—1,500 people every day in the United States alone.
“With one in two men and one in three women diagnosed in their lifetimes, this disease affects each and every one of us,” says Stand Up To Cancer co-founder Sue Schwartz. “We are so grateful that MasterCard has returned as a key supporter, and is helping Stand Up To Cancer continue to raise funds for research and one day find a cure to end cancer.”
MasterCard has supported Stand Up To Cancer since 2010, helping to raise nearly $5 million for the organization. Major League Baseball was a founding partner of Stand Up To Cancer and has given more than $30 million to the organization since its inception.
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