Showtime and its original series The Big C will launch two campaigns in support of The American Cancer Society.
In conjunction with the upcoming second-season premiere of the drama about a woman's battle with cancer, the network has launched the "C Yourself" campaign. Working through Facebook, the multiplatform campaign urges users to upload photos of themselves making a "C." For every photo, Showtime will donate $5 to the American Cancer Society, and will award a $5,000 prize to the most creative photo.
Also, DirecTV customers who order the premium service for the first time will able to (until July 15) choose to receive either a free $25 pre-paid debit card or donate the same amount to the American Cancer Society. For every consumer that chooses to give $25, Showtime and the No. 1 DBS provider will match.
Starring Laura Linney, the second season of The Big C premieres June 27 at 10:30 p.m., following the seventh-season premiere of Weeds.