New Campaign to Raise Awareness in the Fight Against Childhood CancersJAN. 9, 2014 (LOS ANGELES / NEW YORK) –St. Baldrick’s Foundation and Stand Up To Cancer (SU2C) will unveil a new print and broadcast public service announcement featuring actor Samuel L. Jackson. The PSA, entitled “In Play,” is designed to increase awareness about childhood cancers and the critical importance for infants and children, and in particular teens and young adults with childhood cancers, to be treated by pediatric oncologists. Survival for teens and young adults is far greater when treated on pediatric cancer protocols.

The campaign will also highlight the need to support the best pediatric cancer research that will deliver cures and better treatments with fewer harsh side-effects and long-term complications for survivors. Each year, more than 175,000 children are diagnosed with cancer worldwide, and in the U.S., cancer is the number one disease killer of children. The St. Baldrick’s Foundation and SU2C are working to change those statistics.

“When I was a child in the 1950s, most kids who got diagnosed with cancer had little chance of survival. Now, there is hope,” said the Academy Award-nominated Jackson. “I am honored to join Stand Up To Cancer and the St. Baldrick’s Foundation to help educate people about childhood cancer and the importance of seeing a pediatric oncologist.” Samuel L. Jackson is an award-winning actor and film producer. He has appeared in more than 100 movies and is the highest grossing film actor in history. His movie credits include such blockbusters as Pulp Fiction, The Avengers, Die Hard with a Vengeance, The Incredibles and the Star Wars prequel trilogy, among others.

“Samuel L. Jackson is a powerful actor and has played some seriously tough guys,” said Kathleen Ruddy, chief executive officer of the St. Baldrick’s Foundation.  “It seems very fitting that we have someone with his level of intensity and power speaking out against childhood cancers, which are seriously tough diseases.  We are grateful to him for getting the message out that childhood cancer patients – even those who are teens and young adults – must be seen by pediatric cancer specialists for the best chance at survival.”

Jackson is joined in the PSA by four St. Baldrick’s Honored Kids, all of whom have had – or are still fighting—cancer.  Along with their families, they serve as advocates to raise awareness for childhood cancer and the critical need for research funding, bringing hope and inspiration to countless St. Baldrick’s volunteers and supporters. The Honored Kids who appear in the PSA are Avery, 10, who’s stable; Aiden, 11, who’s currently cancer-free; William, 14; and Julia, 19, who are both in remission.

SU2C President and CEO, Sung Poblete added: “We are grateful to Samuel L. Jackson for lending his support to this extremely important campaign. While great progress has been made in the battle against childhood cancer, the sad fact remains that one in five children diagnosed in the U.S. will not survive. Through the creation of the St. Baldrick’s-Stand Up to Cancer Dream Team, we are making progress in the fight against childhood cancer research.”

Earlier this year, SU2C and the St. Baldrick’s Foundation announced the formation of a Dream Team dedicated to childhood cancer research. The SU2C-St. Baldrick’s Pediatric Dream Team Translational Cancer Research Grant will provide $14.5 million in funding over four years for this innovative project that is uniting researchers in two highly productive disciplines of translational pediatric cancer research that historically functioned independently – genomics and immunotherapeutics.

The Dream Team is led by John M. Maris, M.D., director of the Childhood Cancer Research at The Children’s Hospital of Philadelphia; and Crystal L. Mackall, M.D., chief of the Pediatric Oncology Branch of the National Cancer Institute (NCI) in Bethesda, MD.

Researchers on this Dream Team represent seven institutions: The Children’s Hospital of Philadelphia, The National Cancer Institute (NCI), the University of British Columbia, Baylor College of Medicine, The Hospital for Sick Children in Toronto, Seattle’s Children’s Hospital and the University of Wisconsin. While researchers at the NCI, part of the federal government’s National Institutes of Health, will be participating fully as members of the Dream Team, in accordance with policy, no funds from the grant are going to the NCI.

The joint venture between the St. Baldrick’s Foundation, the leading non-governmental provider of childhood cancer research grants, and SU2C, formed in 2008 to accelerate innovative cancer research, has brought together two of the world’s leading cancer research fundraising groups. Formation of the team, the first SU2C Dream Team focused solely on pediatric cancer research, will help fulfill the mission of both organizations to fund the most promising childhood cancer research that will ultimately enable survivors to lead long and healthy lives.

To learn more, visit http://www.standup2cancer.org/pediatrics or www.stbaldricks.org/inplay. To join the conversation like us on Facebook at @StandUpToCancer or @StBaldricksFoundation or follow us on Twitter at @SU2C or @StBaldricks.

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About Stand Up To Cancer
Stand Up To Cancer – an initiative of the Entertainment Industry Foundation, a non-profit organization – began in the USA in 2008 with a landmark telecast on the ABC, CBS and NBC networks. The third U.S.-based telecast was broadcast on ABC, CBS, NBC, FOX and 22 cable networks on Sept. 7, 2012. Internationally, in addition to the Netherlands, Stand Up To Cancer launched in the United Kingdom with a four-hour live televised fundraiser on Channel 4 in collaboration with Cancer Research U.K. on Oct. 17, 2012.

Stand Up To Cancer raises funds to hasten the pace of groundbreaking translational research that can get new therapies to patients quickly and save lives. SU2C marshals the resources of the media and entertainment industries in the fight against this disease. Current members of the SU2C Council of Founders and Advisors (CFA) include Talk Show Host, Journalist and well-known Cancer Advocate Katie Couric; Sherry Lansing, Chairperson of the Entertainment Industry Foundation’s Board of Directors and Founder of the Sherry Lansing Foundation; EIF President and CEO Lisa Paulsen; EIF Senior Vice President Kathleen Lobb; Rusty Robertson and Sue Schwartz of the Robertson Schwartz Agency; Pamela Oas Williams, President of Laura Ziskin Productions and Executive Producer of Stand Up To Cancer’s In-house Production Team, and Nonprofit Executive Ellen Ziffren. All current members of the CFA were co-producers of the 2012 televised special. The late co-founder Laura Ziskin executive produced both the Sept. 5, 2008, and Sept. 10, 2010, broadcasts. SU2C was formally launched on May 27, 2008. Sung Poblete, Ph.D., R.N., has served as SU2C’s president and CEO since 2011.

SU2C’s “Dream Team” approach to funding translational cancer research enables scientists from different disciplines at research centers across the country and internationally to collaborate on projects geared toward getting new, less toxic treatments to patients as quickly as possible. Monies also support innovative cancer research projects that are often deemed “too risky” by conventional funding sources. One hundred and one institutions are currently involved. As SU2C’s scientific collaborator, the American Association for Cancer Research, led by a prestigious SU2C Scientific Advisory Committee, provides scientific oversight, expert review of the research projects and grants administration. For more information, visit standup2cancer.org.

About St. Baldrick’s Foundation
The St. Baldrick’s Foundation is a volunteer-driven charity committed to funding the most promising research to find cures for childhood cancers and give survivors long and healthy lives. St. Baldrick’s coordinates its signature head-shaving events worldwide where participants collect pledges to shave their heads in solidarity with kids with cancer, raising money to fund research. Since 2005, St. Baldrick’s has awarded more than $127 million to support lifesaving research, making the Foundation the largest private funder of childhood cancer research grants. St. Baldrick’s funds are granted to some of the most brilliant childhood cancer research experts in the world and to younger professionals who will be the experts of tomorrow. Funds awarded also enable hundreds of local institutions to participate in national pediatric cancer clinical trials, and the new International Scholar grants train researchers to work in developing countries. For more information about the St. Baldrick’s Foundation please call 1.888.899.BALD or visit http://www.StBaldricks.org.

Media Contacts:
Rubenstein Public Relations
Adam Miller 212.843.8032 amiller@rubenstein.com

  IDPR
Sheri Goldberg 646.723.3800 sgoldberg@id-pr.com

  St. Baldrick’s Foundation
Marc McCarthy 626.792.8247 x 40 marc@stbaldricks.org