Northwestern Mutual, headquartered in Milwaukee, has jumpstarted a Facebook campaign to raise funds toward research of childhood cancer treatment.
The campaign, known as “Heroes for a Cure,” is determined to raise $50,000 throughout the month of September, which is recognized as National Childhood Cancer Month. The $50,000 mark will fund a total 1,000 hours of research.
Northwestern Mutual encourages the public to visit its Facebook page and watch its campaign video, which features researchers Dr. Michael Hogarty and Dr. John Maris and their medical teams along with two patients they are treating, 10-year-old Tony Salerno and eight-year-old Brooke Mulford.
Hogarty, a pediatric oncologist at the Children’s Hospital of Philadelphia, and Maris, director of the Center for Childhood Cancer Research at the same medical facility, are currently working on “breakthrough cures” for young cancer patients like Tony and Brooke.
“Hearing the stories of children like Tony and Brooke facing such a devastating illness can leave anyone feeling helpless,” said John Kordsmeier, president of the Northwestern Mutual Foundation. “What we’re doing is offering a small way that each of us can show our support with the goal of finding cures. These dollars are desperately needed to fund research.”
Each time a Facebook user shares the video on their profile page, the Northwestern Mutual Foundation will donate $2 to the national nonprofit organization Alex’s Lemonade Stand Foundation for Childhood Cancer, which promotes research efforts surrounding new treatments and cures for childhood cancer. The foundation will donate up to $50,000 for the cause.
Through the campaign, Northwestern Mutual hopes to spread awareness about the need to raise funds for childhood cancer research, Kordsmeier said.
The social media initiative is part of Northwestern Mutual’s Childhood Cancer Program, which was established in July 2012 and centers on driving forward the search for cures for childhood cancer and supporting families impacted by the disease.