The Campaign

Mastercard’s "Stand Up to Cancer" campaign powerfully merged emotional storytelling with innovative Digital and Out-of-Home media. Leveraging TikTok’s Out of Phone solution, the campaign amplified stories from cancer survivors and their loved ones on Times Square billboards, creating a high-impact, visible display. This approach generated over 1.5 million impressions, engaging a wide audience through a 5-hour roadblock showcasing back-to-back survivor stories.

The initiative encouraged user-generated content by inspiring people to share their own “I Stand Up For” placards on TikTok, blending digital and physical worlds. By integrating Mastercard’s #Priceless slogan, the campaign deepened emotional connections while driving donations to Stand Up to Cancer (SU2C). It also highlighted TikTok creators who became #BillboardFamous stars, creating a loop of engagement back to the platform. The campaign showcased Mastercard’s commitment to social good and innovative use of technology to build community and inspire collective action against cancer.