MasterCard and Stand Up to Cancer to Launch “Dine and Be Generous”

The Showtime smash hit “The Big C” with Golden Globe award-winning actress Laura Linney starring as Cathy Jamison, portrays a suburban housewife who, in the first episode, is diagnosed with terminal melanoma.  The show has been described as groundbreaking and strays far from what you would expect of a cancer-themed series.


The Big C on Showtime explores
the life of a suburban housewife
diagnosed with terminal melanoma

The black comedy isn’t all jokes, but it delivers lines that capture the severity, uncertainty, hope and finality of cancer. “I don’t wanna feel better, I want to be better,” and “Why do they always have pictures of us looking out windows? Are they waiting for us to jump?”

We can all think of someone we know that has had cancer or even lost someone to cancer. A spouse, co-worker, parent and yes, even a child can be among those stricken with any of the more than 100 types of cancer, which may prove to be life- threatening, pose considerable medical treatments and wreak havoc on the emotional well-being of the individual, their family and friends.

The Louisiana Restaurant Association community has been affected by cancer –some of our members have recovered and sadly, some have passed on. As restaurateurs, your establishments are the cornerstones of your communities and you no doubt encounter cancer daily, whether you realize it or not.

Cancer claims the lives of 1,500 people in America every day. One in two men and one in three women will be diagnosed with cancer during their lifetime.

Teaming up once again, MasterCard and Stand Up to Cancer (SU2C) will kick off “Dine and Be Generous,” a national marketing campaign, July 10 to Sept. 28, 2012. The campaign is designed to raise funds for SU2C, a program of the Entertainment Industry Foundation (EIF), a 501(c)3 that raises funds to accelerate the pace of groundbreaking translational research that can get new therapies to patients quickly and save lives.

Hollywood actresses Salma Hayek and
Jennifer Garner "Stand Up to Cancer."

Restaurateurs in Louisiana can join the cause by supporting and promoting the program in their establishments using MasterCard-developed tools. When U.S. MasterCard cardholders use their card to pay for their bill more than $10, MasterCard will make an automatic one-cent donation to Stand Up to Cancer—up to $4 million.

For dine in, takeout or delivery orders, customers using their MasterCard can participate in this cause at participating restaurants.

There are many great causes, but finding a cure for cancer grows more important every day you are alive. Will you Stand Up to Cancer?