Hip-hop recording artist Swizz Beatz and rappers Jadakiss and Styles P come together in this PSA from nonprofit Fuck Cancer to honor the life of Jay “Icepick” Jackson, a producer who passed away from colon cancer in 2017.
Jackson, who worked on records like Jadakiss’ “Kiss of Death” and DMX’s “Grand Champ,” was a close business partner and friend to the artists, so they are coming together with Fuck Cancer to raise awareness of the importance of getting screenings for early signs of colon cancer.
In the one-minute spot, created by creative agency Giant Spoon and production company KUAMP, the artists gather around a juice stand. Swizz Beatz says he got a colonoscopy in respect for Jackson and describes it as only taking ten minutes and being “easier than getting a tooth pulled.”
The PSA is timed to National Wellness Month (August), and is part of Fuck Cancer’s current “Keep Joy Alive” campaign, which targets black men, who have a higher chance of being diagnosed with colon cancer. The spot is currently appearing on screens at baseball stadiums, including for the teams Yankee, Red Sox, White Sox, and Angels. It will be featured at Chicago Bears, Washington Redskins, Oakland Raiders and Pittsburgh Steelers games during the upcoming NFL season.
“By placing the PSA in stadiums we are able to reach high risk individuals who otherwise wouldn’t know to get screened and in the process save lives,” says Heather Kun, CEO of Fuck Cancer.