MasterCard Canada is helping to raise up to $250,000 for Stand Up To Cancer Canada (SU2C Canada).
The U.S.-based charity Stand Up To Cancer (SU2C) was founded in 2008 by Entertainment Industry Foundation. SU2C focuses on groundbreaking research that can produce meaningful advances in cancer research.
“Stand Up To Cancer [is] trying to accelerate the pace on research and therapies the cancer patients receive, so that was certainly a huge draw for us,” said Milos Vranesevic, head of Canadian marketing at MasterCard. “They’ve been able to drive innovation at a pace that just hasn’t been seen before.”
Until Sept. 15, MasterCard will donate $10 to SU2C Canada whenever Canadians use their MasterPass digital wallet to make an online purchase.
On Aug. 28, MasterCard held an event at Brookfield Place in Toronto, inviting the public to stand up for loved ones affected by cancer. MasterCard made a $5 donation for each participant who had their photo taken with an “I Stand Up For” placard, on which they wrote a loved one’s name. Those who couldn’t join the event can tweet a photo of themselves standing up to cancer with #WeSU2C. Each tweet will generate a $5 donation from MasterCard.
“A big part of [the partnership] is about consumer experience,” said Vranesevic. “This was a great opportunity for us to leverage the great work that is happening around the world.”
The credit card company will also be matching donations for a portion of the live Stand Up To Cancer telecast on Sept. 5 any time a Canadian donates with their MasterCard. The telethon, which features the who’s who of Hollywood answering calls, will be simultaneously broadcast in Canada on CBC, CTV, Global and City.
In the U.S., MasterCard launched its first joint initiative with SU2C in 2010 and has since raised more than $25 million globally. This is the first time MasterCard Canada has participated in fundraising efforts for the organization.
