Detroit Lions, Josephine Ford Cancer Institute to raise $15M for cancer research in metro Detroit

The Detroit Lions and Josephine Ford Cancer Institute, Michigan's largest provider of adult cancer care, have created a unique partnership with the goal to raise $15 million during the next three years for cancer research in metro Detroit.

Called "Game on Cancer," the campaign engages Detroit Lions fans in the fight against cancer through several community-wide initiatives, including an interactive 3D website of Ford Field. All proceeds will go toward cancer research at Josephine Ford Cancer Institute, part of Henry Ford Health System.

Executive chairman of Ford Motor Company Bill Ford Jr. and his wife, Lisa, serve as the honorary co-chairs for "Game on Cancer." And, former Detroit Lions wide receiver Herman Moore is helping to promote the campaign through a TV commercial that "tackles" cancer.

"Game on Cancer" will officially launch Sunday, Oct. 20 when the Detroit Lions play the Cincinnati Bengals at Ford Field, coinciding with the Detroit Lions NFL national game day for breast cancer awareness.

"Game on Cancer is an unprecedented initiative supporting the fight against cancer, and is a dynamic extension of what the NFL and the Detroit Lions have been doing for years to raise awareness for breast cancer," says Detroit Lions Team President Tom Lewand.

"Partnering with a leader like Henry Ford Health System will help convert awareness into action that can have a positive impact on cancer treatment and research in our community."

Cancer is the second leading cause of death in the U.S. and it's predicted 20,570 will die from the disease this year in Michigan. In 2013 alone, the American Cancer Society estimates 57,560 people in Michigan will be newly diagnosed with cancer, including:

• 8,140 with breast cancer
• 9,490 with prostate cancer, and
• 8,250 with lung cancer

More than 14,000 of those patients are treated and 3,000 discharged each year at Josephine Ford Cancer Institute.

"We're very proud to have two major Detroit institutions - both with decades-long history in this city - partner for the 'Game on Cancer' campaign," says Henry Ford Health System CEO Nancy Schlichting.

"'Game on Cancer' is more than just a partnership between the Detroit Lions and Henry Ford; it's a way to engage the community. We want them to be a part of our team in supporting our 'offense' against cancer - research, for newer and better treatments and maybe even a cure."

Lions' fans and the community have several opportunities to join "Game on Cancer":

• Claim a Virtual Piece of Ford Field: Though an online 3D model of Ford Field, fans from around the world will be able to claim a virtual inch, foot or yard of Ford Field for one year, starting at $12 per inch. Fans also can purchase a virtual seat in the stands of Ford Field.

The virtual platform includes an interactive 3D experience of Ford Field that enables users to explore the interior and experience the feel of being on the field while claiming their virtual piece in support of "Game on Cancer." Each virtual inch or seat purchased in support of the initiative is authenticated with a personalized, printable "GoodDEED™ Certificate." Fans also will be able to "mark" their virtual seat or piece of the field by uploading a personal photo, all of which can be shared via social media. View the virtual Ford Field at www.GameOnCancer.com.

• 50/50 Raffle: During home games at Ford Field, fans can purchase tickets from Henry Ford Health System volunteers wearing "safety green" Lions 50/50 Raffle-branded shirts while carrying tablet devices and mobile printers, or at any of six raffle kiosks on the concourse. Buyers receive a lottery-style ticket at 3 for $5, 7 for $10, or 25 for $20. The Lions 50/50 Raffle pot will update in real-time on various digital media throughout Ford Field. The winning number will be announced in the fourth quarter at each home game.

The winner takes home 50 percent of the raffle pot total. The other 50 percent will benefit Game on Cancer and the Lions' Living in the City Charity. The average attendance for Detroit Lions home games is 63,769 and 510,152 are in attendance per season.

• Build a Team: GameOnCancer.com also offers the opportunity for individuals to build their own team to raise funds for cancer research.

While the campaign is focused on metro Detroit, funds raised for cancer research have the potential to benefit patients statewide and across the world.

"We not only provide cancer care to patients in Detroit and Michigan, but from all 50 states and over two dozen countries in the world and every continent, including Antarctica," says John Popovich Jr., M.D., President and CEO of Henry Ford Hospital in Detroit.

"The Josephine Ford Cancer Institute covers everything, from gene therapy for brain tumors and new robotic surgery techniques for kidney and prostate cancer to developing the first-ever smartphone app for cancer surgery patients."

The Detroit Lions team also will show their support for "Game on Cancer" by wearing patches with the Josephine Ford Cancer Institute logo on their practice jerseys, beginning Oct. 16.

And, a locally produced "Game on Cancer" TV commercial features Herman Moore and shows his football team "tackling" cancer.