Case Studies



Stand Up To Cancer, a charitable program of Entertainment Industry Foundation, raises vital and significant funds for various forms of cancer research with its year round initiatives. Notably, every three years Stand Up To Cancer hosts a telethon, aired simultaneously on numerous networks in the United States and around the world.

In 2014, Stand Up To Cancer created its Canadian branch, Stand Up To Cancer Canada, with all funds raised benefiting cancer research within Canadian organizations. For the first time ever, Canada’s English networks City, CBC, CTV, and Global simultaneously aired the September 5th telecast with a live viewing party in downtown Toronto during the Toronto International Film Festival.

PMG’s Approach

Throughout the campaign PMG publicized various aspects of the project including executing the initial introduction during a press conference that took place at the MaRS Centre hosted by celebrity ambassadors Jesse Tyler Ferguson, Kyle MacLachlan and Dan Aykroyd. We also publicized all talent announcements, the special lighting of landmarks across North America, the essential funds that were raised, and more, while ensuring that the core message of Stand Up To Cancer was on point. PMG liaised between Stand Up To Cancer Canada and the broadcaster networks, securing a number of media hits throughout the entirety of the campaign. In addition, we reached out and coordinated with strategically target media outlets in order to help promote the cause all throughout the country. At the live telecast viewing party, PMG handled all media requests, red carpet interviews, on site logistics, talent handling, and live social media postings.


Through the Stand Up To Cancer Canada publicity campaign, PMG garnered attention from a variety of media outlets all across North America. During the initial announcement and the weeks leading up to the telecast, PMG secured numerous media hits on the country’s most watched morning shows including Breakfast Television and Canada AM, print and online outlets, as well as assisted in helping them trend on Twitter. Interviews with Stand Up To Cancer spokespeople, donors, doctors and celebrity ambassadors helped relay the message of this important cause to homes all across Canada. As a result, PMG helped garner media and online impressions of over 200 million and Stand Up To Cancer raised over $109 Million.