Heidi Klum is shedding her pants in a bid to get everyone to help her say auf wiedersehen! to cancer.
The supermodel and Project Runway host posed in a comfy grey Stand Up To Cancer hoodie for a new national public service announcement unveiled in the 2011 edition of People Magazine’s World’s Most Beautiful issue, which hit newsstands last week.
“If you don’t want to be OUT, you can be IN by joining me and the Stand Up to Cancer movement in the fight against cancer,” Klum said, echoing her famous Project Runway catchphrase.
The PSA’s message, “It’s Up2 All of Us to Stand Up To Cancer,” conveys the importance of collaboration. With one in two men and one in three women in the U.S. diagnosed with cancer in their lifetimes, the campaign calls on everyone to stand together to change those dire odds.
“We’re deeply grateful for Heidi’s support,” said Laura Ziskin, the Stand Up To Cancer co-founder who produced SU2C’s two major broadcast fundraising specials.
“Not only is she a gorgeous model for our sweatshirt, but she’s drawing on her beauty to raise awareness for cancer, in one of the most-read magazine issues of the year. Heidi understands first-hand the hell cancer wreaks in families and friends. We hope others will be inspired by Heidi to take a stand for their loved ones and join the fight against cancer. Purchasing one of these sweatshirts is a very simple way to do that, as all of the net proceeds go directly to fund research.”
For $45, anyone can buy the hoodie Klum is modeling in the national ad campaign by visiting the Stand Up To Cancer . Proceeds will go to the collaborative “dream teams” of scientists and researchers who benefit from SU2C’s work.
The organization is hoping to reach as many eyeballs as possible by launching their campaign in People’s annual homage to the taut abs, piercing eyes, and chiseled figures of the celebrity world: the Most Beautiful issue is expected to reach 50 million people this year.
Stand Up To Cancer aims to knock down the barriers that have traditionally hindered innovation and research by allowing teams of experts from various institutions across the country—and the world—to collaborate and work together.
Since the organization was founded in 2008, it’s helped raise more than $100 million for the fight against cancer.
