'The Big C': Showtime Launches Campaigns Supporting American Cancer Society

Laura Linney in "The Big C" (Showtime)
Ken Regan/Showtime

After Edie Falco's surprise win for the drama-heavy "Nurse Jackie" (Showtime) last year, anything can happen, including buzzy newcomer Laura Linney (Showtime's "The Big C") or fan favorite Amy Poehler (NBC's "Parks and Recreation") stealing Falco's statuette.

Showtime, which has found ratings and awards season success with its dark comedy about a woman diagnosed with cancer, has launched a multiplatform campaign to raise funds for the American Cancer Society.

Dubbed “C Yourself,” the campaign encourages viewers to support the cable network’s Laura Linney starrer The Big C by uploading photos of themselves making a “C” with their hands, arms or props and uploading them thorough a Facebook application or by using Instagram and tagging images with #CYourself.

Showtime will donate $5 to the American Cancer Society for each photo uploaded and shared with the most creative photo submitted from consumers age 18 or older receiving a $5,000 cash prize.

In addition, the pay cable network has teamed with DirecTV for a special offer where new subscribers can get $25 cash back -- either as a prepaid debit card or as a contribution to the American Cancer Society.

Created by Darlene Hunt and from Sony Pictures Television, The Big C stars Golden Globe winner Linney as Cathy Jamison, a Minneapolis wife, mother and teacher whose cancer diagnosis forces her to shake up her life and find hope, humor and the light side of a dark situation.

Season 2 of The Big C premieres Monday, June 27 at 10:30 p.m.