Campaign Overview

RBI brought Stand Up To Cancer (SU2C) and Visit Myrtle Beach together for a powerful, national public service announcement designed to raise awareness around the importance of funding cancer research, narrated by Matthew McConaughey. The PSA combined emotional storytelling with celebrity voice and broad media distribution to reach audiences at scale, reinforcing a shared commitment to helping families impacted by cancer create more meaningful moments. 

Creative & Messaging

The PSA told the story of a family through their annual trips to the beach, celebrating big life moments while also facing the reality of a cancer diagnosis. At its core, the spot focused on something everyone impacted by cancer wants: more time. Myrtle Beach served as the backdrop where those memories are made, while SU2C’s mission reinforced how continued research can help families hold onto more of those moments.

Media Strategy & Distribution

The campaign launched nationally across a multi-channel media mix, including television, radio, print, digital, newspaper, and out-of-home placements. 

For Visit Myrtle Beach, the PSA Delivered:

$73.9M+ in total media value

1.83 billion total audience impressions across all channels

Television led performance with over 1.28 billion impressions and $58.3M in media value

Radio contributed 452M+ impressions and $13.2M in value

Additional reach delivered through print, digital, newspaper, and out-of-home placements