Roche’s Genentech Taps Morgan Freeman for Stand Up to Cancer PSA Ad & Social Media Campaign | Pharmaguy's Insights Into Drug Industry News |

Roche's Genentech and partner Stand Up To Cancer (SU2C) have enlisted one of Hollywood’s most famous voices for a new cancer PSA. Actor Morgan Freeman, along with cancer survivor Tonya Peat, star in TV and print ads that celebrate the progress against cancer but also encourage people to get involved in clinical trials, screenings and prevention.

The new PSAs with Freeman are an extension of Genentech and SU2C's co-created education campaign “Be the Breakthrough,” launched in May. The new push includes a social media component that asks people to share their stories on Facebook, Twitter or Instagram with the hashtag #CancerBreakthrough.

Roche may need all the star power it can get as it steps into the next-generation cancer ring with its drug Tecentriq, which is up against Bristol Myers-Squibb's Opdivo and Merck's Keytruda.