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New cancer awareness campaign with Simone I. Smith and LL Cool J launches

On Monday,  April 15, we launched a multimedia campaign called "Beat Cancer Like A Boss."  It is the brainchild of cancer survivor and longtime ACS Ambassador Simone I. Smith, and her husband, rapper LL Cool J. A variety of notable celebrities are volunteering their time, including singer Mary J. Blige, Offset, Jordin Sparks, and Jhené Aiko. 

Check out our TV ad!

The campaign got a fabulous boost from talk show host Ellen DeGeneres, who retweeted LL Cool J's tweet about Beat Cancer Like A Boss. She has more than 77 million followers on Twitter!

LL Cool J tweeted:  #BeatCancerLikeABoss!!! Ask yourself and those around you: Are you a BOSS? What makes a BOSS? Join @simoneismith, Simone Smith Jewelry and @AmericanCancer to raise awareness and spread the message!! Go to http://Cancer.org/boss  to learn more! Let’s make this dream a reality!! 

Ellen retweeted it and included a link to beatcancerlikeaboss.com

Launched during National Minority Health Month, the campaign seeks to build awareness and empower communities to join us in the fight to conquer cancer. Although the gap in the cancer mortality rate between African Americans and Caucasians has narrowed in recent decades, African Americans still bear a disproportionate amount of the cancer burden.

Promotion includes TV, radio, social media, and digital ads, as well as influencer content to help build awareness and engagement throughout April and beyond. Simone and LL Cool J made a special appearance on local Los Angeles TV show Good Day LA on Friday, April 12, to discuss Simone’s battle with cancer and build excitement around the launch of Beat Cancer Like A Boss.

The campaign was inspired by Simone’s fight with chondrosarcoma, a rare bone cancer she was diagnosed with in 2004, and encourages millions to face their biggest battles like a boss. Read more about her personal story.

What can you do? 

First, visit cancer.org/boss. Here you can learn more about the campaign, watch the TV spot, and check out some celebrity “Bossisms.” Then, and most importantly, you will find a link to create your own “Bossism” by clicking on beatcancerlikeaboss.com.  

We encourage everyone to create their own boss meme to post on Facebook and Instagram with the #BeatCancerLikeABoss hash tag. Then, ask your social network to do the same! 

Between now and May 12, look for our ads on these networks: BET, OWN, and Bravo, and on these shows -- The RealThe TalkWendy Williams, and ET. Ads also will appear on Hulu and You Tube, and air on select radio stations in Atlanta, Chicago, Los Angeles, Philadelphia, Sacramento, San Francisco, and Washington, D.C.


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