Marvel Entertainment, American Airlines and Stand Up To Cancer (SU2C) collaborated to promote AVENGERS: INFINITY WAR and to team up in the fight against cancer. The partnership included an initiative and public service announcement that featured beloved marvel Studios’ AVENGERS: INFINITY WAR heroes, esteemed SU2C researchers and American Airlines team members who have personally fought cancer. To raise funds, awareness and further Stand Up To Cancer’s mission to bring groundbreaking therapies and treatments to patients as quickly as possible, the collaboration came to life in print, radio, digital and broadcast PSAs, and launched early April 2018 with more elements from American Airlines to follow.

The campaign aimed to raise awareness for the cause as well as encourage American Airlines AAdvantage members to donate to Stand Up To Cancer. For every dollar donated, American Airlines AAdvantage members received 10 American Airlines AAdvantage miles with a minimum $25 donation.