The American Cancer Society (ACS) released an all-new video marketing campaign “Beat Cancer Like A Boss” in partnership with entrepreneur and ACS ambassador, Simone I. Smith, to encourage those affected by cancer to evoke their inner “boss” mentality against all odds. Stretching beyond traditional non-profit infomercial, PSA style campaigns, “Beat Cancer Like A Boss” expresses a relatable message of strength, resilience, and unity, to inspire a movement and create awareness. Along with Simone I. Smith, this disruptive campaign attracted a few familiar faces with their own stories to tell including LL Cool J, Mary J. Blige, Salt-N-Pepa, Jordin Sparks, Jhene Aiko, Remy Ma and more, appealing to a diverse demographic and engaging Gen X, Millennial, and Gen Z audiences affected by cancer.
“African Americans are un-equally affected by cancer and it was our goal with this campaign to instill hope in the families and survivors as we strive to find a cure,” said Sharon Byers, Chief Development, Marketing & Communications Officer. “Through Simone’s very personal story, we wanted to reach a wider community of people impacted by this disease cancer and encourage them to utilize ACS and it’s support system in their ongoing fight.”
According to ACS, African Americans have the highest death rate and lowest survival rate of any racial or ethnic group for most cancers in the United States (SOURCE: American Cancer Society. Cancer Facts & Figures for African Americans 2019-2021).