Simone I. Smith, wife of hip hop artist and actor LL Cool J, has teamed up with the American Cancer Society (ACS) on a video marketing campaign to encourage individuals affected by cancer. The campaign, called “Beat Cancer Like a Boss,” encourages those affected to evoke their inner “boss” mentality, creating awareness and inspiring a movement.
“I was in utter disbelief when I received my stage III diagnosis, but what I quickly learned with the support of my husband and family, was that cancer was not something that I had to let consume my inner being or personality,” says Simone I. Smith. “With the help of ACS and a few friends, this campaign was created to empower women to lean onto their support system and tap into their strength to ‘Beat Cancer Like A Boss,’ a message I carried with me throughout my journey to recovery.”
Along with Simone I. Smith, this disruptive campaign included familiar faces with their own stories to tell including LL Cool J, Mary J. Blige, Salt-N-Pepa, Jordin Sparks, Jhene Aiko, Remy Ma and more, appealing to a diverse demographic and engaging Gen X, Millennial, and Gen Z audiences affected by cancer.
The ACS longstanding partnership with Simone I. Smith dates back to 2004 when she was diagnosed with Chondrosarcoma, a rare bone cancer. In 2011, Simone created and launched a series of signature “A Sweet Touch of Hope” lollipop pendants, which commemorated her cancer journey. A portion of the proceeds from every piece in the collection went directly to ACS. Simone I. Smith, along with her husband LL Cool J and ACS, are on a mission to encourage those diagnosed and those supporting a loved to overcome the barriers and hardships that they often endure together and “Beat Cancer Like A Boss”.
“African Americans are un-equally affected by cancer and it was our goal with this campaign to instill hope in the families and survivors as we strive to find a cure,” said Sharon Byers, Chief Development, Marketing & Communications Officer. “Through Simone’s very personal story, we wanted to reach a wider community of people impacted by this disease cancer and encourage them to utilize ACS and it’s support system in their ongoing fight.”
According to ACS, African Americans have the highest death rate and lowest survival rate of any racial or ethnic group for most cancers in the United States (SOURCE: American Cancer Society. Cancer Facts & Figures for African Americans 2019-2021). For more information on the American Cancer Society and its programs, or to donate, you can visithttps://www.cancer.org/, or follow them on Twitter, Instagram, and Facebook.