Brits Stand Up To Cancer with Live-Streamed YouTube Campaign

Social video can be used as a vehicle for social good, as demonstrated by initiatives ranging from Good Amplified and Hank and John Green’s “Project For Awesome” to Ellen DeGeneres’ “Racing Against Slime 2.”

Now, Princess Productions — a division of Endemol Shine Group — is taking the concept to the next level as the producer of the this year’s Stand Up To Cancer with YouTube campaign, which will feature 1,000 hours of fundraising programming that will culminate with a live-streamed YouTube event on Oct. 15.

Participating YouTube creators include Zoella, Alfie Deyes, Dan and Phil, Caspar Lee, Joe Sugg, Oli White, Louise Sprinkle of Glitter, Marcus Butler, Ali A, Pixiwoo, Spencer FC, Sorted Food, Jim Chapman, and Niki and Sammy.

Stand Up To Cancer was established in 2008 with a council of founders and advisors that included newscaster Katie Couric and former Paramount CEO Sherry Lansing. The nonprofit launched in the U.K. in 2012 with a telethon on broadcast network Channel 4, which co-sponsored the campaign with Cancer Research UK. Last year, it moved off Channel 4 to YouTube for the first time with a 12-hour live-streamed event, but this year’s YouTube event will be accompanied by a return to linear TV on Channel 4.

The organization donates 100% of its proceeds to translational research aimed at finding cures for cancer and speeding up diagnosis. To date, it has raised more than £25million in the U.K. and funded 26 trials, involving more than 9,000 cancer patients

Endemol Shine Group produces such international TV franchises as “Big Brother” and “Wipeout.” Its digital video division Endemol Beyond is home to Michelle Phan’s Icon Network, focusing lifestyle programming, and the “Legends of Gaming” franchise. In addition to Stand Up to Cancer, its Princess Productions division has also worked with YouTube talent on “Scheiffer Bates: I Con” for E4 and Sky 1’s “O.A.P. Internet Virgins,” and introduced digital influencers as guests on Channel 4’s “Sunday Brunch.”