To Life: The Jack & Jill Late Stage Cancer Foundation - Michael Kassan - MediaBizBloggers

This is not your typical MediaLinked column.
We're not going to discuss business this week.
We're here to talk about courage.
And joy.
And life in the face of death.

We're here to talk about the legacy of Jill Albert, 45 years old when she died of cancer. And the charity begun three years ago in her name by her husband, Jon, that is doing something unique—and uniquely wonderful—for brave Moms, Dads and kids who are also dealing with this devastating disease.

We're here to talk about 300 young families, each with a cancer-stricken parent with only months to live. All of whom now have cherished memories of once-in-a-lifetime family vacations courtesy of the Atlanta-based Jack & Jill Late Stage Cancer Foundation.

The charity uses in-kind donations and financial support from an impressive (and impressively growing) list of corporations to provide what it calls WOW! Experiences!® for these families. Like the family that who will be featured on The Today Shownext monthin which a young Mom and Dad and their kids spend a magical few days in L.A. visiting Disneyland, lunching with The Laker Girls on the beach, and attending a private John Mayer concert, among other sun-drenched delights.

The vacation of a lifetime, for sure. Tragically, the last for the 37 year-old Dad, who died soon after this indispensable timeout from cancer together with his family

I became involved with the Foundation when my close friend Wendy Clark of Coca-Cola reached out to me. Another friend, Six Flag's Mike Antinoro, is also on the Board. Helping the Foundation also honors the name and memory of legendary Coke executive Chuck Fruit.

But even without the involvement of friends and people I admire, I would choose to donate my time, services and network to the nonprofit—and now this week's blog. I do it because thousands of young parents are among the more than 1 million Americans diagnosed with cancer every year, and no one offers them the light and love that the Foundation provides.

The corporations that make the WOW! Experiences possible, either through in-kind or financial support, include some of the biggest names in business, such as Starwood Hotels, Marriott, Ritz Carlton, Four Seasons, Celebrity Cruises, Coca-Cola, the NBA, Six Flags, AirTran, Southwest, Continental Airlines, AEG, Kodak, Sea World, Universal, and many, many more.

A lot of that success is due to Albert, a perpetual motion machine and former Frito-Lay marketing executive and Atlanta Olympics Organizing Committee officer who runs the charity with what he calls "a lot of chutzpah, perseverance and passion, mixed with a little bit of patience." He created the Foundation about the time Jill was diagnosed and began to fade away. The purpose is to "fly in the face of late stage cancer," as Albert says, with smiles, and laughter and joy. "We're on the sunset, ballgame, beach, concert, resort, positive side of late stage cancer".

Even he sounds surprised at how powerfully the idea has taken off. "I can tell you we have uncovered a phenomenon," he marvels. "It's just that simple and tangible. And meaningful."

Yes, I know cause-related marketing is a growing tactic in communications. Yes, we take on pro bono work because we want to give back. But rarely does an opportunity come along that transcends even those worthy goals and just makes us feel good to be human.

The Jack & Jill Late Stage Cancer Foundation is that opportunity.

Look it up. http://www.jajf.org/

Help it out.

And live a little…creating family memories.

Michael E. Kassan is Chairman and CEO of Media Link, LLC, a leading Los Angeles and New York City-based advisory and business development firm that provides critical counsel and direction on issues of marketing, advertising, media, entertainment and digital technology. Michael can be reached at michael@medialinkllc.com

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