By the Staff of NYSportsJournalism
December 21, 2016: Pediatric cancer is the second leading cause of death among children ages 1-14 in the U.S. (behind accidents/unintentional injuries, according to the Centers for Disease Control), and it is estimated that in 2016 there will be 10,380 new cancer cases diagnosed among children in the U.S., according to the American Cancer Society.
Motivated by that and other related urgent situations, the American Cancer Society and IMG College, in collaboration with Curing Kids Cancer, this college season unveiled "A House United to Tackle Pediatric Cancer."
The program, housed on CrowdRise, "targets college football fans through 12 of IMG’s partner universities to raise awareness and funds for childhood cancer."
A House United to Tackle Pediatric Cancer brought together "college football coaches and ambassadors from across the country to ask fans to help raise funds for pediatric cancer programs and research," per ACS.
The universities involved include Duke, Florida State, Georgia Tech, Houston, Mississippi, Pittsburgh, South Carolina, Syracuse, UCLA, Vanderbilt, Virginia Tech and Washington.
All proceeds from the initiative will be used to support research and programs for pediatric cancer from the American Cancer Society.
In December, ACS launched the first multi-media campaign to support the Coaches vs. Cancer program, an alliance with the National Association of Basketball Coaches that features college basketball coaches to raise awareness and donations.
The cause marketing campaign, "Come and Play For Us," is built around a TV spot, "The Recruiting Call," that includes such well-respected head coaches as Lon Kruger (University of Oklahoma), Tubby Smith (Memphis), Roy Williams (North Carolina) and Jay Wright (Villanova University).
Since its founding, Coaches vs. Cancer has raised more than $100 million for ACS, according to the NABC.
ACS said it worked with Houston-based marketing agency Professional Sports Partners to "enlist the support of high-profile Div. I college basketball coaches whose lives have been touched by cancer and are valuable leaders with the Coaches vs. Cancer program."
Regarding A House United to Tackle Pediatric Cancer, according to Andrew Judelson, evp-sales and marketing for IMG College, "This partnership with the American Cancer Society will create an incredible platform for A House United to Tackle Pediatric Cancer to bring a very important message to the passionate collegiate sports audience.
"These 12 universities are making an impact well beyond the playing field, and they are leading the way for the support of pediatric cancer research and programs," said Judelson.