NEW YORK--(BUSINESS WIRE)--Dak Prescott, quarterback of the Dallas Cowboys, Eric Stonestreet, star of television’s hit comedy “Modern Family,” and Tia Mowry of YouTube’s “Tia Mowry’s Quick Fix” are teaming up with Bristol-Myers Squibb to launch the Ready. Raise. Rise. Pic Your Power challenge, which recognizes the inner strength of individuals touched by cancer. The new challenge encourages people to share how they uniquely rise up against the disease as a way to increase awareness of Immuno-Oncology (I-O) research, including the emerging area of biomarkers.
Prescott, Stonestreet and Mowry, who have all been affected by cancer, know that facing the disease takes enormous personal strength – and that each person’s inspiration is unique to them. That’s why, as part of the Pic Your Power challenge, the quarterback, actor and actress have joined forces to invite the community to share photos that show how they harness their unique inner power to rise up against cancer.
“Before a big game, I mentally prepare by thinking of my mother’s courage as she fought cancer. Channeling her strength helps me find my inner power to face whatever happens next,” said Prescott. “Now, I’m asking the community to join the Pic Your Power challenge – show me how you find your own inner power to stand against this disease.”
Anyone can participate in the Pic Your Power challenge by visiting ReadyRaiseRise.com and sharing a photo holding a sign that says “#ReadyRaiseRise.” A total of 100 photo submissions will result in a donation of $250,000 to participating advocacy groups to support their efforts on behalf of people impacted by cancer. To date, Bristol-Myers Squibb has donated more than $450,000 to patient groups through the Ready. Raise. Rise. program.
“I know firsthand that rising up against cancer takes a special type of spirit,” said Stonestreet. “When my mom was battling this terrible disease, we spent time outside together with my dog, Roscoe, to recharge and refuel our fight. You can inspire others to do the same by showing how you find your personal strength in the face of cancer.”
People who visit ReadyRaiseRise.com will also have the opportunity to learn more about Immuno-Oncology research, which seeks to harness the power of the body’s own immune system to help fight cancer. An important new area of Immuno-Oncology research is exploring biomarkers – individual characteristics of each person’s cancer. Understanding a tumor’s unique make-up through biomarkers may help researchers better address the disease.
“Knowledge is power in the fight against cancer. Through Ready. Raise. Rise., we strive to bring together the cancer community to learn about the latest developments in Immuno-Oncology research, including the role of biomarkers,” said Adam Lenkowsky, head, U.S. Oncology, Bristol-Myers Squibb. “This year’s Pic Your Power challenge builds on the previous three years of the Ready. Raise. Rise. program to make participation even more personally fulfilling, giving people affected by cancer a new way to feel empowered and to inspire one another.”
To join Prescott, Stonestreet and Mowry in the challenge and for more information, visit ReadyRaiseRise.com.
About Ready. Raise. Rise.
Ready. Raise. Rise. is a Bristol-Myers Squibb campaign to raise awareness of Immuno-Oncology, a rapidly evolving area of cancer research. Ready. Raise. Rise. aims to bring people together to participate in the fight against cancer by highlighting each individual’s personal strength, celebrating and honoring loved ones touched by the disease and supporting cancer advocacy programs. Thirty-five cancer advocacy groups participate in Ready. Raise. Rise., and the Bristol-Myers Squibb donation will be shared amongst them.
Visit ReadyRaiseRise.com for more information on the Pic Your Power challenge and to take socially-driven actions, like raising and sharing a virtual flag on behalf of a loved one, sending a message of support and spreading the word about Immuno-Oncology research.
Immuno-Oncology at Bristol-Myers Squibb
Bristol-Myers Squibb is leading research in an innovative field of cancer research known as Immuno-Oncology, which seeks to work directly with the body’s immune system to fight cancer. The company is exploring a variety of approaches for patients with different types of cancer, including researching the potential of combination I-O approaches that target different pathways in the treatment of cancer. Bristol-Myers Squibb is also investigating the role of Immuno-Oncology biomarkers to help better understand the disease and patients’ responses to therapies.
Bristol-Myers Squibb is committed to advancing the science of Immuno-Oncology, with the ultimate goal of changing survival expectations and the way patients live with cancer.
About Bristol-Myers Squibb
Bristol-Myers Squibb is a global biopharmaceutical company whose mission is to discover, develop and deliver innovative medicines that help patients prevail over serious diseases. For more information about Bristol-Myers Squibb, visit us at BMS.com or follow us on LinkedIn, Twitter, YouTube and Facebook.