About This Project
Summary
American Airlines partnered with Stand Up To Cancer (SU2C) to launch “We Grow Stronger Together,” a campaign that turned donations into destinations by offering AAdvantage® miles in exchange for contributions. Built on the belief that no one should face cancer alone, the campaign transformed travel into a symbol of hope—inviting customers and employees to lift up survivors, caregivers, and loved ones on their path toward recovery and resilience.
Goals & Objectives
Raise critical funds for cancer research, deepen emotional brand connection, and drive engagement with the AAdvantage® loyalty program by incentivizing donations with bonus miles—while activating employees and customers in a shared, purpose-driven effort.
Results & Impact
The campaign became American Airlines’ most successful SU2C initiative to date. The campaign raised $4.3M for cancer research, reaching its $3M donation cap in just 10 days. It drove record engagement, and ranked in the top percentile of airline ads for emotional impact and brand lift.
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