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American Cancer Society Teams Up with Hilary Swank and Producing Partners to Develop First-Ever "Choose You" Documentary Film

Tuesday, May 17, 2011 General News J E 4
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Documentary Developed as Part of the Society's Choose You Movement to Inspire Women Nationwide to Put Their Personal Health First and Help Prevent Cancer

ATLANTA, May 16, 2011 /PRNewswire/ -- The American Cancer Society today announces the development of a new documentary film in collaboration with Academy Award-winning Actress Hilary Swank to inspire women nationwide to make their own health a priority and take everyday steps to help prevent cancer. Swank is executive producer of the film alongside Molly Mickler Smith of 2S Films and Go Go Luckey Entertainment, and the film is directed by Tina Gazzerro of Go Go Luckey Entertainment. The film helps mark the first anniversary of Choose You, a nationwide movement created by the American Cancer Society to raise awareness that 1 in 3 women will get cancer in her lifetime and the actions women can take today to help change that statistic. More than half of cancer deaths could be prevented if people maintained a healthy weight through diet and regular exercise, avoided tobacco products and got recommended cancer screening tests.

To view the multimedia assets associated with this release, go to: http://multivu.prnewswire.com/mnr/cancer/50276/

(Photo: http://photos.prnewswire.com/prnh/20110516/MM01606 )

"Choose You" the documentary tells the powerful and emotional stories of three women on their journey to put their personal health first despite many challenges such as family situations, busy schedules, and other roadblocks that often get in the way of a woman's personal health priorities. The three women featured in the documentary include:

  • A busy business executive and mother of two boys who chooses herself by following her doctor's recommendation to finally undergo an important cancer screening test based on her family history;
  • A cancer-survivor who strives to be a role model for her young daughters by living an active and healthy lifestyle;
  • A single woman working toward being more physically active as she recovers from cancer and searches for her "Mr. Right."

"I am so proud to partner with the American Cancer Society on this film because cancer is an issue that has impacted nearly every woman in some way, yet many of us don't realize that we each have the power to help prevent cancer," said Swank, award-winning actress and executive producer of the Choose You documentary. "My hope is that every woman who watches this film will not only begin to take steps to make her own health a priority, but will also share the message with friends and loved ones because together we can hopefully change the odds."

The documentary will be released online for women everywhere on June 23, 2011, at ChooseYou.com. Women can join the movement and receive an invitation to the online premiere by registering at ChooseYou.com or by "liking" Choose You on Facebook.

How Does Choose You Work?

Women who visit ChooseYou.com can join the movement by making a Choose You Commitment, an online pledge in one of five different health categories: eat right; get active; get recommended health screenings; protect your skin; and quit smoking.

Under these categories, women can commit to a personal health goal. Participants are encouraged to ask family and friends to support them on their journey to wellness. For added incentive, women also can choose to make a monetary pledge when they sign a Choose You Commitment. Visitors to ChooseYou.com have access to online support and tools, such as a calorie calculator, virtual dietitian, nutrition and activity quiz, smoking cost calculator, prevention and early detection videos, and a desktop helper with daily health tips.

"With the constant struggle between family, work and self, we know how difficult it is for women to focus on their own health. However, women must make their personal health a priority to help reduce their cancer risk," said Terry Music, chief mission delivery officer at the American Cancer Society. "After viewing this film, we hope women are inspired to improve their personal health habits and recognize that it is possible to put your health first."

For the second year in a row, national presenting sponsors, SPRITE ZERO™ and Walgreens, will each provide additional marketing support on behalf of Choose You. Their efforts will help raise awareness among women about the importance of cancer prevention. All SPRITE ZERO™ cans and 12-packs will feature the Choose You logo starting in May. In addition, SPRITE ZERO™ will donate $1 to the American Cancer Society (up to $450,000) for each person who registers on ChooseYou.com and for each person who shares the Choose You page on Facebook.  SPRITE ZERO™'s in-store promotions, digital and out-of-home advertising across the country will also support the campaign.

Throughout the month of May, Walgreens will provide in-store marketing and fundraising support, encouraging customers to support the American Cancer Society with a Choose You donation at check-out.  SPRITE ZERO™ and Walgreens will also make a 40 cent donation to the American Cancer Society for every package of SPRITE ZERO™ purchased at Walgreens stores nationwide during May (up to $100,000).

Additional corporate partners include national program sponsors Neutrogena and Quest Diagnostics, and national supporting partners Blue Mountain, Exercise TV, Lady Foot Locker and Sisley.

To view the "Choose You" documentary trailer, find out more information, or to join the Choose You movement, visit ChooseYou.com.

About the American Cancer Society

The American Cancer Society combines an unyielding passion with nearly a century of experience to save lives and end suffering from cancer. As a global grassroots force of more than three million volunteers, we fight for every birthday threatened by every cancer in every community. We save lives by helping people stay well by preventing cancer or detecting it early; helping people get well by being there for them during and after a cancer diagnosis; by finding cures through investment in groundbreaking discovery; and by fighting back by rallying lawmakers to pass laws to defeat cancer and by rallying communities worldwide to join the fight. As the nation's largest non-governmental investor in cancer research, contributing more than $3.5 billion, we turn what we know about cancer into what we do. As a result, about 11 million people in America who have had cancer and countless more who have avoided it will be celebrating birthdays this year. To learn more about us or to get help, call us any time, day or night, at 1-800-227-2345 or visit cancer.org.

About 2S Films

2S Films was launched in October 2008 by two-time Academy Award winning actress and producer Hilary Swank and producer Molly Mickler Smith. With a home base and first-look deal at Alcon Entertainment, 2S was formed to develop and produce projects featuring compelling characters and dynamic stories in a variety of genres. The company's adaptation of the best-selling book "Something Borrowed" by Emily Giffin was released on May 6, 2011.  2S Films has several other projects in active development, including film versions of the acclaimed books "French Women Don't Get Fat" by Mirielle Guiliano, "You're Not You" by Michelle Wildgen, and Karen Yampolsky's "Falling Out of Fashion," as well as a slate of other diverse projects.

About Go Go Luckey Entertainment

Go Go Luckey Entertainment is a Los Angeles-based production company specializing in reality and scripted television. Led by partners Gary and Julie Auerbach, Go Go Luckey has built a reputation as one of the leading creative houses for fresh, cutting-edge programming with a signature cinematic look and style. Fusing together Gary's pioneering, award-winning reality background with Julie's scripted-television background, the company burst onto the scene in 2004 with their breakout smash hit "Laguna Beach: The Real Orange County," creating a completely new genre of reality television. Today, the company is one of Hollywood's most sought after production houses by networks and brand marketers looking to connect with young-adult audiences in multiple genres in a compelling way.

SOURCE American Cancer Society

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