‘The Big C’: Showtime Launches Campaigns Supporting American Cancer Society

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.