James Denton Appears in New Stand Up To Cancer Public Service Announcement in collaboration with Cancer Treatment Centers of America
PRESS RELEASE: Los Angeles and Chicago – July 11, 2012 – Actor James Denton will team with Stand Up to Cancer and the Cancer Treatment Centers of America in an upcoming public service announcement, titled "Better Questions, Better Treatment," that focuses on the importance of patient empowerment when confronted with a cancer diagnosis.
Denton, currently starring on the ABC's Desperate Housewives, will appear in a print PSA and a viral video to debut nationally in March . The campaign also features a customized digital component, centered on the Web site www.QN2A.org, a smartphone application, and accompanying Facebook and Twitter accounts (Facebook.com/QN2A, @QN2A).
"When my mother was diagnosed with cancer, one of the hardest challenges she faced was the overwhelming questions that came with that life-altering event," said Denton. "Her courage is what inspired me to partner with Stand Up To Cancer and the Cancer Treatment Centers of America to remind patients and their caregivers through this PSA that knowledge really is power."
The print PSA features the message, "With cancer, having questions doesn't make you weaker. It makes you stronger. The more you ask, the more you know, and the more you can stand up to cancer."
The campaign also leverages Mobius mobile image recognition technology and allows anyone with a cellular phone with texting capabilities to engage with the print PSA and unlock additional content without a software download. The technology works across all cell phones and all carriers globally. A reader can simply take a photo of the PSA and text the image to email@example.com. He or she will then receive a rich media message back with access to the accompanying QN2A video and other helpful links. The online mobile microsite will feature a downloadable list of important questions to serve as helpful reference points, and visitors are encouraged to add to a separate, publicly-created list of additional recommended queries, based on personal experience. You can learn more about Mobius and its self-learning image recognition engine at www.mobiusworld.me.
"Far too many people know how cancer seems to take over every aspect of life," said Sue Schwartz, co-founder of Stand Up To Cancer. "Regaining control over one's life after a cancer diagnosis starts with knowing the right questions to ask. We are honored to team up with James Denton and the Cancer Treatment Centers of America to not only encourage patients to ask questions and take action, but also to provide a forum for public discussion and feedback."
"We are honored to collaborate with Stand Up To Cancer and James Denton," said CTCA CEO Steve Bonner. "As someone whose family has been affected by cancer, James provides a strong voice to hopefully empower patients to ask the right questions"
In the viral video, Denton is joined by real-life cancer patient Jayne Garcia Valseca and Dr. Shayma Kazmi. Valesca, of Washington, DC, is a stage IV inflammatory breast cancer survivor, wife, and mother of three. She is an advocate for personal empowerment and the value of caring for the whole person, not just treating the tumor. She co-authored "We Have Your Husband" with Mark Ebner (Berkley True Crime) and a movie adaptation of the book is currently airing on the Lifetime Network.
Dr. Kazmi is a medical oncologist and hematologist for Cancer Treatment Centers of America in Philadelphia. She is board certified in oncology, hematology, internal medicine and is a licensed pharmacist. Dr. Kazmi completed her residency in internal medicine at UMDNJ- Robert Wood Johnson Medical School.
About Stand Up to Cancer
Stand Up To Cancer (SU2C) -- a program of the Entertainment Industry Foundation (EIF), a 501(c) (3) charitable organization -- raises funds to accelerate the pace of groundbreaking translational research that can get new therapies to patients quickly and save lives. SU2C facilitates collaboration among the best and the brightest in the cancer research community. By galvanizing the entertainment industry, SU2C generates awareness and builds grassroots support for this new approach to ending cancer.
About Cancer Treatment Centers of America Additional Information
Founded in 1988, Cancer Treatment Centers of America (CTCA) provides a comprehensive, patient-centered treatment model that fully integrates traditional, state-of-the-art medical treatments with scientifically-supported complementary and alternative therapies such as nutrition, naturopathy, psychological counseling, physical therapy and spiritual support to meet the special, whole-person needs of advanced-stage cancer patients. With a network of cancer treatment hospitals and community oncology programs in Illinois, Oklahoma, Pennsylvania, Arizona and Washington, CTCA encourages patients and their families to participate in treatment decisions with its Patient Empowerment Medicine® model. For more information about Cancer Treatment Centers of America®, go to www.cancercenter.com.
Mobius is a sophisticated object image recognition engine that is available via any mobile phone. The unique Mobius technology engages consumers with brand messages and value-adding services. Mobius is fun and easy to use: An individual captures a particular image using a common, camera-enabled cell phone, and then sends it to a specified web address or short code. Mobius then returns a variety of branded messages, images, prizes, coupons or other information.
The sent image can be of a magazine print ad, television ad, packaging, retail display or other branded image. When the image is sent to the special web address, the brand can respond directly to that consumer with virtually any type of marketing communication or continuing engagement. Mobius works across all carriers and all camera cell phones, and requires no apps or software downloads.
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