This is the archived SXSW 2012 schedule. Please see the current schedule here.

SU2C: Reinventing the PSA

#sxsw #SU2C

Reaching millions of fans in the Star Wars galaxy, Stand Up to Cancer’s recent PSA, “Use the Force for Good” has joined the ranks of other incredible star-powered SU2C PSAs that raise awareness in cancer research and prevention. In this panel, SU2C will discuss how entertainment brands, celebrities, technology and cutting-edge cancer research can intersect to drive non-profit campaigns into mainstream culture.


Bedonna Smith Producer Stand Up To Cancer

Bedonna Smith cut her teeth at Wieden + Kennedy. Helping to establish W+K’s entertainment unit, Smith escaped soggy Portland and took up residence at @radicalmedia LA to focus on collaborative @rad and W+K projects.

Under David Fincher’s creative direction, Smith produced Wieden’s campaign for Fight Club. Before digital media was a twinkle in a movie marketer’s eye, Fight Club made new rules, with a bold digital series featuring original content with leads Edward Norton and Brad Pitt.

As director of emerging media at Anonymous Content, with Fincher as Executive Producer, Smith co-developed the flagship BMW Films series ‘The Hire’ featuring Clive Owen – big budget digital short films delivered by directors: Guy Ritchie; Wong Kar-Wai; John Frankenheimer; Alejandro Gonzalez Inarritu and Ang Lee.

Ms. Smith served on the 74th and 79th Academy Awards via Laura Ziskin Productions.

At Don Mischer Productions, she served as Digital Media Producer for the 83rd Academy Awards, linking the initiatives of Oscars Red Carpet Live Pre Show, The Oscars Main Show production with those of Oscar.Com to optimize digital and social initiatives for 83rd Oscars. The 83d Academy Awards “Oscars Digital Experience” won the 2011 Emmy for Creative Achievement in Interactive Media.

Currently, Bedonna is a Producer for Stand Up To Cancer, an initiative created to galvanize the entertainment industry and the public to enable progressive strategies in cancer research. In just three years, SU2C has mobilized more than $180M toward this groundbreaking collaborative model.

In 2011, Stand Up To Cancer was nominated for a Primetime Emmy for Outstanding Non Fiction Special.

Jules Dibiase Dir of Digital Media Stand Up To Cancer


Jules DiBiase has been working in technology for over 20 years, but only recently in the growing intersection between technology and entertainment.

With an MFA in film from USC and a Ph.D in computer and cognitive science at CU Boulder, Jules proudly leads the SU2C's digital arm in the movement to end cancer in our lifetimes. She is an alumna of Laura Ziskin Productions, the Colorado Internet Cooperative, Freshwater Software, Net Daemons Associates, and Burger King.

Natalie Lent Dir Digital ID

As the Director of Digital Strategy at ID, Natalie Lent uses her more than 7 years of being at the frontline of social media to help ID's clients navigate the social and digital media landscape, in addition to seeking opportunities for strategic partnerships in this space on their behalf. Natalie also spearheads ID’s representation of select digital clients for strategic branding, marketing and public relations campaigns.

Natalie's clients include Stand Up to Cancer, Alicia Keys, Katie Couric, Fast Company, Pee-wee Herman, Ben Stiller, Universal, Maker Studios, TV Guide Network, YouTube and Sean Penn's J/P Haitian Relief Organization.

Natalie began her career at Creative Artists Agency and subsidiary The Intelligence Group before working at Fanscape, a leading digital and viral marketing agency focused on entertainment clients including MTV, Clear Channel, FX and A&E. Prior to joining ID, Natalie headed up the marketing team for the multi-award-winning Burma: It Can't Wait project - a May/June 2008 campaign to help to free Nobel Peace Prize recipient Aung San Suu Kyi. Natalie has been featured in both VARIETY'S Hollywood's New Leaders 2011 and FORBES’ 30 under 30 list. She is a graduate of Harvard University.

Victoria Taylor Digital Account Exec IDPR

As an Account Executive in the Digital Strategy Department at ID, Victoria Taylor works on various digital campaigns on behalf of the agency’s clients including Stand Up To Cancer (SU2C) where she is an integral part of the team layering in digital strategies and tactics for projects such as SU2C’s “Up 2 You,” “Change the Odds” and “Use the Force for Good” PSA’s, the commemoration of World Cancer Day and Survivor Day, and working on the 2010 Stand Up to Cancer Telecast.

Taylor began her career creating and executing social media focused campaigns for a wide range of companies including Unilever, EA, Focus Features, P&G, and TJX. She is passionate about non-profits organizations and their causes. Originally from Milwaukee, Victoria is a graduate of Marquette University.

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