• by Steve McClellan  @mp_mcclellan, April 23, 2019

The American Cancer Society has launched a 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.

ACS worked with content studio Stadium, which has offices in Los Angeles and London.

According to ACS, the new campaign goes beyond typical PSA-style work and expresses a relatable message of strength, resilience and unity to inspire a movement and create awareness.

Along with Simone I. Smith, the campaign features a number of celebrities with their own stories to tell, including Smith’s husband LL Cool J, Mary J. Blige, Salt-N-Pepa, Jordin Sparks, Jhene Aiko, Remy Ma and more, appealing to a diverse demographic  among Gen-Xers, Millennials, and Gen-Zers.

View the work here.

"I was in utter disbelief when I received my stage III diagnosis, but what I quickly learned with the support of my husband and family, was that cancer was not something that I had to let consume my inner being or personality," says  Smith. "With the help of ACS and a few friends, this campaign was created to empower women to lean onto their support system and tap into their strength to 'Beat Cancer Like A Boss,' a message I carried with me throughout my journey to recovery."

Smith has worked with ACS on previous campaigns including a series of signature "A Sweet Touch of Hope" lollipop pendants, a personal ode to her cancer journey. A portion of the proceeds from every piece in the collection went directly to ACS.