Stand Up To Cancer (SU2C) unveiled a new public service announcement (PSA) campaign during game 4 of the World Series. In collaboration with Major League Baseball, the PSA, titled ‘Whatever It Takes,’ features Major League players and moments from MLB’s Championship Season that underscore the message that the end of the fight against cancer is unlikely to come from a single “home run,” but rather will be the result of numerous and smaller yet meaningful scientific advancements that keep the fight moving forward.Continuing a tradition that launched in 2011, the spot featured a moving tribute – the ‘SU2C Placard Moment’ – which followed the end of the fifth inning. Thousands of fans in the ballpark held cards to honor those currently in the fight or who have been lost to cancer. MLB and its 30 Clubs are the founding donors of SU2C, committing $43m to date to SU2C’s innovative cancer research.In addition to the broadcast PSAs, a print PSA that features images of Major Leaguers Jason Kipnis (Cleveland Indians), Michael A. Taylor (Washington Nationals), and Yasmani Grandal (Los Angeles Dodgers) will also be launched. In both PSAs, the players, each of whom appeared in the 2017 MLB Postseason, prepare to drop down bunts alongside photos of 10-year-old cancer survivor Jacob Teel of Delight, Arkansas, and 33-year-old cancer survivor Dalia Margolis of Los Angeles.CreditsClient: Stand Up To CancerAgency: Duncan ChannonCreative:Anne Elisco-Lemme — Executive creative directorMarty Bonacorso — Associate creative director, writerMelissa Ploysophon — Associate creative director, art directorAccount:Jamie Katz — Director of account managementSuzanne “Monty” Montgomery — Account supervisorSydney McComas — Account managerAlicia Vartanian — Project managerProduction:Keenan Hemje — Senior broadcast producerDiana Courcier — Senior art buyer/producerScott Whipple — Studio designerCabin Editing CompanyScott Butzer — EditorCarr Schilling — Managing PartnerMichelle Dorsch — ProducerVerdi Sevenhuysen — Flame ArtistOne Union RecordingMatt Zipkin — Senior engineerSongs for Film & T.V.Mauricio Gasca — Music composerBeach HouseMike Pethel — ColoristPhotographerSean Murphy — PhotographerSpanish translation: Acento